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Rexam goes miniature for Narciso Rodriguez’ busy consumers

By Katie Bird , 22-Jun-2009
Last updated on 22-Jun-2009 at 12:46 GMT

The new Essence line from Narciso Rodriguez is also available in small travel sizes using Rexam’s Sofistic 1ml sampler.

The Essence line includes a fragrance, a body lotion and a shower gel for which Rexam also provided the packaging.

According to the packaging company, Sofistic’s is the world’s best selling family of mini dispensers and for the Essence line has been combined with the ‘virtually invisible’ SP5 pump.

For the shower gel and body lotion Rexam offered the lockable LX pump which delivers large and precise doses of the formulation.

For the Essence fragrance, available in 50ml and 100ml bottles, Narciso Rodriguez chose the compact SP6 pump, which has been the choice of the fashion designer for many years, according to the company.

Rexam’s airless dispensers have also been attracting attention from skin care suppliers with the SP434 being the pump of choice for L’Oreal’s Biotherm Homme and two products from Coty’s Lancaster sun care range for men.

The Force Supreme Neutralizer is a daily anti-wrinkle moisturiser for men from L’Oreal and the company fitted a metal collar to the dispenser to give a sleek, luxury feel to the product.

The Lancaster suncare products have been decorated with bright colours to give an outdoor feel, according to Rexam.

The company hopes the two segments, prestige men’s skin care and sun care, will prove to be an important market for the airless dispenser.

“The consumer of prestige brands appreciates the enhanced experience – it is cleaner, easier, with precise dosage, compete evacuation and 360 degree application,” said Virginie Lemeunier, product manager for lotion for Rexam’s personal care division.

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