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Rexam works on latest celebrity fragrance

By Louise Prance , 30-Jan-2007

Leading packaging manufacturer, Rexam, has been chosen to design the pump packaging concept for the latest celebrity fragrance on the market, Danielle by Danielle Steel.

The company has supplied its Super Low Profile Pump (SLPP) mechanism for the Fragrance in a bid to enhance the aesthetics and the functionality of the bottle.

The fragrance is Danielle Steel's first foray into the cosmetics world, after she signed an exclusive global licensing agreement with Elizabeth Arden in September 2005. Since the signing Elizabeth Arden has selected Rexam to design the overall packaging concept, starting with the heavy glass bottle patented by the companies Crimpless System.

Chosen to replicate the author's large crystal collection, the design of the bottle is now being followed up with the SLPP pump mechanism, which is anodized in silver and has been designed to fit both the 1.7 and 3.3 oz scent sizes.

Rexam says that the pump features a rolled out bead that works to hold the cap securely in place. The absence of any elastomer component or rubber gasket also makes the design more compatible and hard wearing for the product, whilst also having a low actuation force that allows for good spray characteristics.

Tony Cecchinato, Rexam's vice president of sales, said "Our SLPP spray delivers dependability and reliability that are essential for a completely satisfying end-user experience".

UK-based Rexam's core business is aluminum beverage cans, but in recent years it has done much to build on its beauty business portfolio.

The company acquired US packaging company Precise Technology in November last year - a move that expands its presence in both the food and cosmetic packaging sectors.

The move aims to strengthen Rexam's position in both the plastics and beauty packaging sectors and focuses on the company's specialisation in the pumps segment.

Rexam also extended its presence in the central and eastern European region last year with the opening of a production facility for home and personal care packaging in Poland.

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