Rexam develops packaging solutions for Pucci and Dior
Rexam has worked with Dior on their Addict range since 2001 and with Pucci fragrances since 2007. It has now developed a closure for Pucci’s latest fragrance ‘Vivara Variazoni’ and has applied colour to a 2 part lipstick case for Dior Addict lipstick.
Pucci six-colour closure
Pucci wanted to replicate its signature print onto a six-colour closure for its new fragrance. Rexam achieved this by applying a six-colour tampo printing to an internal Surlyn thick-wall, curved cap.
Elisabeth Benoit, Closure Sales Director at Rexam Personal Care said: “tampo printing dramatically improves the visual aesthetics of the molding, but the technical challenge was formidable: to obtain optimal visibility of six razor-sharp colours, from any angle and maintain superior depth and clarity”.
Rexam also used Surlyn, a material known for its transparency. This was molded into a clear, thick-wall shape. Use of specially shaped silicon pads and screens for each of the six inks resulted in pin point positioning of each colour.
Illusion inner lacquering treatment for ‘addict’ lipstick
With Dior, the company has applied ‘Illusion’ inner lacquering to the lipstick case. Illusion refers to the rich application of opaque, metalized or transparent colours, as well as laser decoration on internal product surfaces.
In applying this colour technique, Rexam applied the signature Dior blue to the outer section of the case. This was made of PMMA for optimal clarity. An exterior coating of clear, UV lacquer was applied to the exterior, whilst the ‘inner’ component was decorated with silver metallization.
Pauline Uhlen, Rexam product manager for lips said that they worked closely with Dior’s creative department to “achieve maximum depth, transparency and shine”.
Rexam said that it is more important for them than ever to continue to meet the challenges set by luxury brands such as Dior and Pucci. This is because of the way in which upgraded packaging is being more commonly adopted in the mass market.
“Today, brand owners in a wide range of prestige market segments realize that upgraded packaging is vital to the success of consumer products”, said Benoit.
