Princeton, New Jersey, USA
The Oxi Clean Gelstick redesign started as a value engineering initiative to streamline production and boost sustainability.
The original applicator’s pump assembly used non-recyclable materials like an internal metal spring, suffered from poor ergonomics, leakage, and over-dispensing.
These flaws prompted a full overhaul for better recyclability, user experience, and manufacturing efficiency.
The Oxi Clean Gelstick redesign by Church & Dwight Inc., won a 2025 Green Good Design Award from The Chicago Athenaeum: Museum of Architecture and Design and European Centre for Architecture, Art, Design, and Urban Studies.
The new Gelstick is crafted from 100% recyclable HDPE with 30% post-consumer recycled (PCR) content.
Its ergonomic shape features multi-functional zones: squeeze the wider area to dispense gel, then hold perpendicular for scrubbing without accidental release.
Inspired by power tools and utensils, the “functional aesthetics” project efficacy and trust—at just US$4.
The redesigned top emphasizes circularity via single-shot molding with secondary LDPE.
A flexible graphics sleeve allows future extensions.
Tactile side protrusions and indicators maximize control.
The applicator head retains the familiar circular shape but adds two new fabric textures for precise scrubbing on small stains or delicates.
Consumer research preserved key elements like blue nubs and elastomeric texture while fixing the top complaint: dispensing issues.
Users treat it like a thick marker, so the silhouette and central cross-section support this grip.
Modernized graphics target younger audiences, retaining Oxi Clean’s energetic vibe.
This redesign saves $2.1 million annually, elevates sustainability, and keeps 9-unit shipper dimensions identical for seamless retail restocking at Walmart and Target.
It delivers a user-friendly, eco-responsible product that upholds brand excellence.
Project: Oxi-Clean Gel Stick Stain Remover
Designers: Sergio Gedanke, Ryan Donovan, John Almstead, Stephen Drake, Emily Erwin, Ryan Guijo, Church & Dwight Inc.
Manufacturer: Church & Dwight Internal, Church & Dwight Inc.
