ADF Innovation Awards Spotlight | PURO
In December 2024, an esteemed panel of judges, including brands such as KAO, Beiersdorf, Unilever, and many others, came together to evaluate entries for the ADF Innovation Awards. The winners of the ADF Innovation Awards 2025 were announced, celebrated, and honoured at ADF Paris, as part of Paris Packaging Week in January 2025.
Concept of the Year
The primary goal of PURO was to develop an applicator that keeps the foamy product clean in daily use. The effect of a dirty applicator and accumulating foam under the overcap is a result of the delayed foaming. The aerosol product is dispensed under pressure, but as soon as the aerosol valve is released, some of the product remains unused in the applicator. This residual product begins to foam over time, especially in post-foaming gels when it reaches the appropriate temperature. As a result, even after washing the applicator, foam can continue to emerge later on.
How did the pack fulfil the brief?
PURO is the first aerosol applicator that minimises the problem of product leaking and getting dirty after use (especially for gel, foaming or post-foaming products). Thanks to its innovative functionality (patent pending telescopic and cut-off mechanism), it keeps the product, can and applicator clean. It is easy to use and has a simple design. Puro is ideal for a broad range of application fields (e.g. shower foams/gels or shaving foam/gels).
Why do you believe this pack deserves to win an Innovation Award?
PURO is a solution to a problem that concerns final consumers in daily use, but also product sellers, where they display their products as testers. It’s an innovation that hasn’t existed before and offers a lot of new possibilities. The applicator is single-material, can be made of PCR materials and has a simple design with large finger pad for ease of actuation.
Who did you work with on this project?
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