Marketed by Unilever (London), the Axe and Lynx aerosol cans balance technology with an enhanced consumer experience. Each component of the deodorant can is designed to play a specific role in maximizing the consumer experience, reducing impact on the supply chain and maximizing efficiencies. The concept received a gold award for excellence in technological advancement and enhanced user experience.

The aluminum cans feature a half-square, half-round shape to deliver a unique look while accommodating the industry standard 1-inch valve. The square body rotates to reveal the valve and trigger button, allowing consumers to experience the same twist-open action of the previous cans. As the body rotates, the button emerges from the flat top and tilts open.

To eliminate leakage or accidental activation, the spray channel is designed to engage with the valve only when it is in the open position. When the valve is closed, the spray channel separates from the valve completely. The button, designed using insights gathered from consumer studies, activates regardless of how the consumer holds the can or where the button is pressed.

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