In collaboration with Ultramotive Corporation—the patent holder of the new technology—Crown co-developed the EarthSafe Dispensing System to help brand owners comply with directives from the California Air Resources Board (CARB). On January 1, 2010, consumer products such as shave gels, which are housed in aerosol cans or similar dispensing systems, will be mandated to meet environmental regulations set forth by CARB to decrease greenhouse gas emissions in the U.S. by reducing the volatile organic compounds (VOCs) in such products. The EarthSafe Dispensing System follows CARB’s directive and is 100% recyclable and reusable.
“Crown is committed to bringing new technologies to market that help brand owners comply with evolving industry regulations, achieve higher levels of sustainability and improve the consumer experience,” says Raymond McGowan, president of Crown Americas. “The use of compressed air reduces VOCs and, in turn, decreases the impact on the environment. Combined with the fact that metal packaging can be infinitely recycled with absolutely no loss or alteration in quality, the EarthSafe Dispensing System offers significant brand benefits to consumer packaged goods companies.”
Crown’s EarthSafe system, holding 52 mL of viscous product, replaces hydrocarbons with compressed air as the propellant. It also features an advanced valve technology for a steadier, consistent dispelling stream and a tamper-evident, universal grommet to provide an airtight seal.
According to Michael Dunleavy, vice president of corporate affairs and public relations, Crown and Ultramotive looked at the dispenser as a whole, symbiotic system, instead of as individual parts, to make this technology happen.
“This is going to change the industry,” says Dunleavy.
For added shelf impact, the EarthSafe Dispensing System can be decorated with unique finishes, including a pearlescent, sparkling or soft touch texture, among other options, to help brands develop closer relationships with consumers via tactile properties.
The EarthSafe technology, which is expected to be commercial in 2009, is suitable for gels, personal care products and other viscous applications. Although Crown plans to launch EarthSafe in the shave gel market first, Dunleavy says it could easily transfer into other arenas as well, including into the food industry (for whipped creams and canned cheeses) and the automotive or building industries (for caulking materials and more). The personal care market may also see the new dispensing system holding toothpastes, shampoos or hand lotions in the near future.