An applicator head for a fluid material comprising: a neck part having a flow conduit for the flow of the fluid material in a flow direction between an inlet end of the flow conduit and an outlet end of the flow conduit; an outlet part comprising a skirt wall descending from an end wall and comprising a sleeve externally mounted on the neck part and being reciprocally sideably moveable on the neck part between a first position and a second position, the outlet part having an outlet opening through which fluid material may flow; the neck part incorporating a closure part which when the outlet part is in the first position is engaged with the outlet opening to close flow of the fluid material from the flow conduit through the outlet opening, and when the outlet part is in the second position is disengaged from the outlet opening to allow flow of the fluid material from the flow conduit through the outlet opening; wherein the outlet part has an external applicator surface comprising a generally flat external surface of the end wall, adapted to apply the fluid material to a user's skin, and the outlet opening is an opening through the external applicator surface; and wherein the outlet part incorporates an outlet conduit extending inwardly within the outlet part from the end wall, through which the fluid material flows with the outlet opening adjacent its end downstream in the flow direction; characterised in that the outlet conduit has a bi-frustroconical internal profile tapering inwardly from its upstream and downstream ends towards a narrow point between these two ends, with the closure part having a surface profile corresponding to the narrowing of the outlet conduit towards the outlet end to sealingly mate with the outlet conduit, and where the closure part fits into the upstream end of the outlet conduit. a neck part having a flow conduit for the flow of the fluid material in a flow direction between an inlet end of the flow conduit and an outlet end of the flow conduit; an outlet part comprising a skirt wall descending from an end wall and comprising a sleeve externally mounted on the neck part and being reciprocally sideably moveable on the neck part between a first position and a second position, the outlet part having an outlet opening through which fluid material may flow; the neck part incorporating a closure part which when the outlet part is in the first position is engaged with the outlet opening to close flow of the fluid material from the flow conduit through the outlet opening, and when the outlet part is in the second position is disengaged from the outlet opening to allow flow of the fluid material from the flow conduit through the outlet opening; wherein the outlet part has an external applicator surface comprising a generally flat external surface of the end wall, adapted to apply the fluid material to a user's skin, and the outlet opening is an opening through the external applicator surface; and wherein the outlet part incorporates an outlet conduit extending inwardly within the outlet part from the end wall, through which the fluid material flows with the outlet opening adjacent its end downstream in the flow direction; characterised in that the outlet conduit has a bi-frustroconical internal profile tapering inwardly from its upstream and downstream ends towards a narrow point between these two ends, with the closure part having a surface profile corresponding to the narrowing of the outlet conduit towards the outlet end to sealingly mate with the outlet conduit, and where the closure part fits into the upstream end of the outlet conduit.