Patented design delivers precise lip application and protects multi-benefit formulas
Rexam Personal Care has introduced the patented R Shape, a family of two exciting lipsticks with innovative bullet shapes perfect for soft formulas.
The non-circular new arrival is the industry’s first guided mechanism to offer consumers unsurpassed precision of lip application, while it provides customers with new levels of brand differentiation.
The initial R Shape family members, which include elliptical and teardrop bullet-shape versions, will debut here at the 2nd Annual Make Up in Paris exposition, June 23 – 24, Rexam booth # Est 25.
Rexam, the world leader in lipstick packaging, developed the R Shape family in anticipation of accelerating demand for multi-benefit formulas. Such products delight consumers with their combination of qualities, and require enhanced bullet guidance and advanced packaging protection.
Rexam’s ongoing research has resulted in an ergonomically pleasing solution that supports the bullet and provides protection for the life of the product. The new mechanisms come in 2 new airtight packs, compatible with volatile formulas such as those based on isododecane or silicone. Further, the Rexam R Shape is designed for standard high-speed filling equipment and offers multiple decoration options for an upscale, distinctive, look.
And consumer appeal is enhanced as well, as their favorite new lipsticks can be applied with a new degree of precision, even in the challenging middle section, or “M-Zone,” of the lips. The non-circular design maintains the geometry of the lipstick contact area, even through daily use.
“The R Shape family is fun, innovative and different from all the lipsticks on the market,” said Carole Grassi, Category Manager – Cosmetics, Rexam Personal Care. “This new lipstick solution simultaneously answers the needs of customers and consumers, and provides greater convenience and formula protection. This is how we help our customers unlock the magic of make up.”
The design flexibility of the R Shape enhances brand differentiation opportunities, according to Grassi. For example, an optional “click” feature, which is both audible and tactile, allows precise, single-dose delivery.
In addition to a choice of two bullet shapes, two pack proportions (30/70 for the teardrop and 50/50 for the elliptical), and a choice of clear or opaque caps and cups, Rexam offers a variety of advanced decorations and surface treatments, including lacquering, metallization, silk screen and hot stamping.
About Rexam Personal Care Division
The Rexam Personal Care Division offers its customers enhanced one-stop supplier capability and industry-leading customer service and product innovation capability. The Division is organized around 3 specific markets: Cosmetics, Toiletries and Household Care. Internal efficiencies are enhanced through sharing of company assets, resources, technologies and best practices.
The Division is among the market leaders in fragrance pumps, lotion pumps and cosmetic closures, and is the industry leader in samplers and one-touch, mechanical foam dispensers. We also lead the world in lipstick packaging and we are second in make up cases. We are also the leading household care producer of custom and high-volume products, with special expertise in innovative package design and engineering, multi-shot molding, in-mold labeling and a full range of value-added capabilities for the global custom injection molding business.
The Rexam Personal Care Division’s customers includes signature brands such as P&G, L’Oreal, YSL, LVMH, Unilever and many others, throughout the Americas, Europe and Asia. It is a powerful worldwide provider of packaging solutions that builds brands and delivers enhanced bottom lines in the process.
Rexam is a leading global consumer packaging company and the largest beverage can maker in the world. Our vision is to be the leading global consumer packaging company.
We are business partners to some of the world’s most famous and successful consumer brands as well as young, entrepreneurial start-ups. We offer a broad range of packaging services and solutions for different industries, using different materials and technologies. Three things characterise us – leadership in our industry, our commitment to innovation and our passion to deliver exceptional value.
Rexam’s sales from ongoing operations are approximately £4.8 billion. We employ some 22,000 people in more than 20 countries and are a member of the FTSE 100. Rexam’s ordinary shares are listed with the UK Listing Authority and trade on the London Stock Exchange under the symbol REX. For further information on Rexam, visit www.rexam.com
Rexam Personal Care Division
Martin Kleinman, PR consultant: +1-347-843-0512 begin_of_the_skype_highlighting +1-347-843-0512 end_of_the_skype_highlighting