The problem I have with that is the volume squeezed out
It looks like a thin strip - fine for the large toothbrush style in the picture, but for the small round electric brush (or children's brush) you won't get enough paste out in one covering, and double-layering it could easily lead to a sticky mess.
I'm not convinced the sliding cap would provide enough of a seal against evaporation either - the paste musn't lose its moisture or it will solidify inside the container.
And I'm not sure, but I can't see how they're avoiding the issue of leaving paste inside the container - the design looks just as susceptible to creasing and folding (and being angular, gives more spaces for paste to hide in) as the existing cylindrical containers.
Still, always nice to see new thinking on consumer packaging!
(, Wed 17 Aug 2011, 8:05, Reply)