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Wednesday, January 26, 2022

Dawn is replacing its dish soap bottle with a wacky new lid

Best-selling dish soap brand Dawn has unveiled a redesigned bottle with “patented no-flip cap technology.” This means that the bottle is on its cap, standing upside down and protruding from the bottom. Self-sealing valve prevents soap leaking.

The Don Easy-Squeeze, which is now on sale at major retailers starting at $2.84, took more than five years to design with “hundreds” of prototypes before the bottle hit shelves. Easy-Squeeze customers no longer have to put down the sponge, flip their dish soap over, and open the cap.

P&G ,PG,Dawn’s manufacturer said in a press release that EZ-Squeeze is “one of the most researched and rigorously tested products” in its 50-year history.

The company’s research found that the new bottle design created a “mess-free experience” and that the elimination of a traditional cap “improved ease of use for populations who had challenges with existing bottle designs because it was considered a Could have easily been taken away by hand.”

Not only has the bottle got an upgrade, but so has the formula. Dawn said its soaps have been updated to help make cuts “faster and easier,” Guerin McClure, vice president of North America Dish Care at P&G, said in a statement. “You’ve spent time shaking, flipping, and banging your dish soap bottle on the counter top in a messy attempt to make the most of every drop.”

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In 2019, Dawn produced a dish spray designed more precisely for today’s consumer habits.

More people are washing a dish or two during “cooking downtime,” rather than pile them up and do a big wash once they’re all done. P&G said the traditional Dawn bottle was not intended to be used this way, so it also created dish spray.

P&G doesn’t break out Dawn’s sales, but the brand is part of its home care division, which makes up a tenth of the company’s more than $76 billion in annual sales.

Correction: An earlier version of this story incorrectly stated the lowest price for Don Easy-Squeeze. It starts at $2.84.

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