Avon selects Rexam fragrance pump in a bid for a luxury feel

Premiumisation of packaging​

The collaboration is the fifth in a series between Avon and the supplier of advanced packaging solutions, and highlights the packaging premiumisation trend currently dominating the beauty industry.

This trend has swept the cosmetics industry, as brands seek to differentiate themselves from the mainstream with a prestigious look.

Carole Grassi, category manager for cosmetics at Rexam Personal Care Division, told CosmeticsDesign-Europe.com: “Avon selected the XD-11 because it allows the brand to portray a luxury feel for their most prestigious brand – combining the best look with the best performance.”​

Further Partnerships​

The significance of Avon’s decision to select the Rexam XD-11, follows on from Rexam’s recent partnerships with Barcelona's Bejar Perfums i Cosmetics SL, and Korloff Paris’ women’s fragrance. The new Luna fragrance from Bejar will feature the Rexam XD-11 pump, as will Korloff’s eau du toilette range - Kno1, Kno2 and Kno3.

The XD-11 is considered an up-market pump, and Grassi explained the pricing strategy is to allow masstige brands to upgrade for the luxury image, but maintain the pump’s initial appeal to high end customers and the prestige market.

Unique Design​

Due to the unique miniaturised mechanism hidden in the neck of the bottle and the low profile of the XD-11, designers have the opportunity to adapt the pump to their own specifics.

Grassi continued to explain that Rexam has created a platform which combines a luxury feel with a smooth delicate design, and a consistent quality of spray with the maxi mist mechanism.

This model was designed as an upgrade from high profile mass market pumps, and the actuator is available in plastic or metal, meaning less impact on the fragrance itself, as the pump is neutral.

The pump is available in variety dosages: 70ml, 100ml and 120ml, and the higher dosage could have strong appeal as the consumer will use more product, and will benefit from a generous cloud spray, according to Grassi.

Rexam has also been keen to ensure they offer a sustainable solution, as customers can opt for a screw cap, as well as the crimp and snap-on caps, in order to separate the pump from the bottle for ease of recycling.