Amcor, listed on the NYSE and ASX, announced an investment in the development of the new Magic One airless dispensing system intended for beauty and personal care brands. The company states that the new solution is designed to provide manufacturers with greater flexibility in packaging design, improved environmental performance, attractive aesthetics and a better user experience. The system has been designed as a platform that can be adapted to different application and capacity requirements while simplifying the implementation process. Amcor also highlights that the design was developed in line with the requirements of the European Packaging and Packaging Waste Regulation, PPWR, and is recycling-ready in countries with the appropriate infrastructure.
The new Magic One airless dispenser is based on a single engine concept. According to the manufacturer, this solution makes it possible to achieve different dispensing volumes, from 0.3 ml to 1 ml, while offering different capacities and design variants. In practice, this is intended to help manufacturers adapt the dispenser to diverse product requirements, accelerate time to market and support the development of product families. An additional benefit is expected to be a reduced validation scope, as the single-engine design means that one set of validation tests is required for different Magic One variants.
Amcor reports that the dispenser was developed with PPWR compliance in mind. It is manufactured from 100% polyolefin, which means it is recycling-ready where the appropriate infrastructure is in place. The company also points to a 96% evacuation rate, which is said to meet the recyclability standards set out in PPWR. According to the data provided, the new dispenser is also up to 9% lighter than other airless dispensers offered by Amcor. The design can additionally include recycled polymer sourced from the company’s CleanStream recycling technology.
Performance characteristics and product positioning
From the end-user perspective, Magic One is intended to provide effective product protection, helping to maintain formula integrity and efficacy. The manufacturer also states that it can deliver accurate dosing at any angle. The high 96% evacuation rate is intended to reduce waste of high-value products. Amcor also points to the low pack weight, ease of handling and the lockable dispensing pump, which are expected to improve suitability for use away from home. In addition, the company highlights the visual qualities, finish quality and the possibility of using different decoration options, which are intended to support brand personalization and shelf presentation.
Lara Alemany, product line director at Amcor Global Rigids Packaging Solutions, said: "Airless packaging is a major growth segment within the beauty and personal care market thanks to its very good product protection and preservation properties, as well as controlled dispensing. Our new Magic One dispenser addresses the needs of both manufacturers and consumers with a solution that combines refined aesthetics, a positive user experience and flexibility, and it has been designed with PPWR compliance in mind."
According to the company, the pack has undergone independent consumer testing. The information provided indicates very positive ratings for appearance, ease of use, dosing accuracy and convenience on the go.
Magic One samples are available by contacting the RPSI sales team. Amcor is currently commissioning a new production line for the dispenser at its plant in Lohne, Germany. First deliveries are expected in early 2027.
