an actuator;

a high voltage generator to provide a high voltage;

a power source to activate said actuator and said high voltage generator;

a reservoir to contain the supply of said liquid composition; and

a dispensing unit comprising:

a suction pump in immediate downstream relation with the reservoir for supplying the liquid composition from the reservoir, said pump being mechanically connected to said actuator to be driven thereby;

an emitter electrode to electrostatically charge the liquid composition, the emitter electrode being electrically connected to said high voltage generator; and

a nozzle to dispense the liquid composition, said nozzle being disposed at the point of dispense; and

wherein the reservoir is configured to provide a removable cartridge, said reservoir being deformable according to inner pressure,

wherein said reservoir is coupled to said dispensing unit and is cooperative therewith to define said removable cartridge,

wherein said dispensing unit comprises a plug to be inserted into a fitment,

wherein said reservoir comprises a mouth for connecting with said fitment, and

wherein said reservoir and dispensing unit is in fluid communication by attaching said plug with said fitment, and said fitment with said mouth,

wherein

said fitment is provided with a valve and is cooperative therewith to establish a feed passage from said reservoir to said plug for feeding said liquid composition from within said reservoir to said dispensing unit,

said valve configured to open and close said feed passage for regulating a supply of said liquid composition,

said fitment has a barrel for detachably receiving therein said plug, said barrel having an open end at which said plug communicates with sad feed passage and which is surrounded by a rim,

said valve having an elastically deformable valve membrane which is normally pressed held against said rim to seal said open end

said valve membrane having a plurality of vents which are formed in a portion corresponding outwardly of said rim so as to be normally isolated from said plug by said rim,

said valve membrane being elastically deformed, in response to being pressed by said plug, to give a clearance between the valve membrane and the rim, thereby opening said feed passage for allowing the supply of the liquid composition from within the reservoir to the plug through the vents and the clearance,

said barrel is formed with a recessed bevel which is located at a portion outwardly of said rim and is covered by said valve membrane,

said vents being formed in correspondence with said recessed bevel,

said valve membrane is formed with four said vents which are evenly spaced circumferentially,

said valve membrane being formed on its interior with a cross-shaped projection which is pressed by said plug to deform said valve membrane for opening said feed passage in said ready-to-use position,

said cross-shaped protection having individual arms which are staggered with respect to said vents.