How can we improve liquid laundry detergent dosing and dispensing?
engineering product development innovation consumer insights cpg
top 50%
6 months ago
Small pic pouring liquid

When most people wash their clothes, they reach for a bottle of liquid laundry detergent. More than 2 billion bottles of liquid detergent were purchased in 2016. Three big issues tend to frustrate users of liquid detergent: inconvenience, having to guess the right amount of detergent to use, and messiness.

We’ve fixed convenience by concentrating the laundry detergent to make it much lighter. We want your help improving the way we measure the correct amount of detergent (dosing) and get it into the laundry machine (dispensing). Today's consumer can choose between a pour spout and a push-button spigot. Both can be messy, heavy, and awkward. Your job is to come up with an idea that makes getting the right amount of liquid detergent into the wash precise, effortless and maybe even enjoyable.

For this challenge, focus on innovating the ultra-concentrated bottle, similar to this. We will want to give users the ability to select from 10-20ml of liquid depending on the size and dirtiness of the load. Your goal is to make it a "no tilt" bottle, meaning the user does not need to tilt it to pour it. Some potential approaches include a squeeze chamber (see here), but you are not limited to that design. Make it easy for the user to use and simple to manufacture.


Tell us how to improve dosing and dispensing for liquid laundry detergent. Specifically, answer the following questions in detail:

  1. Design a dispenser that addresses the problems, discussed above, inherent in spout and spigot dispensers. Describe the design in detail. 
  2. Include at least one visual illustrating your design. The more detailed, the better.
  3. How does the consumer accurately dose the detergent?
  4. How does the consumer cleanly dispense the detergent?
  5. How do you envision the internal mechanism of the dispenser?

Top submissions will keep things simple and affordable for consumers. We don't want ideas that incorporate AI or apps. We don't want ideas that require the consumer to make separate purchases, meaning everything must be self-contained in the standard bottle detergent. 

NOTE: If you attach your submission as a PDF, PPT, Word Doc, or other file type, you must still paste your answer text into the body of the submission window. Failure to do so will result in a lower score.

NOTE: Answers must be submitted in English.

    Submissions will be graded on the following criteria:
  • Meets Deliverables
  • Quality of Visual
  • Clarity
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Submission questions

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What country do you live in?


What are your biggest pain points with liquid laundry detergent?

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