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Rexam pumps up fashion fragrance launch

By Andrew McDougall , 04-Jan-2011

Personal care packaging company Rexam has supported the latest Galliano Parlez-moi d’Amour fragrance launch by supplying its fine mist pump, lengthening its relationship with the fashion firm.

The new Galliano package will utilise the Rexam XD-11 fine mist pump, which boasts a MaxiMist insert designed for perfumery as well as a three piece closure.

Having begun the relationship in 2008, creating the packaging components for Galliano's first fragrance launch, Rexam has been selected for the latest launch due to the low profile and compact properties of the pump and dip tube combination, according to the company.

One stop source

For global launches of this stature, one-stop sourcing, manufacturing expertise and comprehensive field support are critical,” said Samira Chmiti, product manager of fragrance at Rexam Personal Care.

Fashion designer John Galliano initially set out to create a fragrance targeting a young audience and required a flexible packaging concept to present the product in the most attractive way to this demographic.

Chmiti explained that the XD-11 pump is the choice of bottle designers due to the flexibility and freedom of design it gives them.

It incorporates a smooth pre-compression design that – with the MaxiMist insert – permits fine, precise and voluminous atomisation that has great consumer appeal.”

Made in France, launched in France

The package's engine was created in Rexam's Normandy plant, whilst the Burgundy plant was entrusted with crafting the three piece cap.

The cap, which includes an internal section, a weight, and an external section, can be modified to each company's specifications, with Galliano opting to emboss the outer section to signify its 'Love Letter' concept for this particular product.

Rexam also claims complete neutrality of the XD-11 pump, which it says protects the fragrance for the life of the product.

After its launch in Paris, worldwide distribution of the fragrance began in Europe, with teen actress Taylor Momsen as the public face of the Galliano package.

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