Rexam designs lipstick packaging for L’Oreal

By Katie Nichol

- Last updated on GMT

Related tags Cosmetics Rexam

Showcasing the dual formula of L’Oreal’s new Color Riche Anti-Aging Serum lipsticks is the laser technology-based packaging from Rexam Personal Care.
L'Oreal only

The dual formula composition of the lipstick comprises an anti-ageing insert (pale pink in picture) surrounded by the external colour.

“Rexam designed a specially designed cap with transparent window allowing an immediate visualization of this double bullet,” ​Pauline Uhlen, product manager of colour cosmetics for Rexam’s personal care division, told

Manufactured using laser technology

The packaging was manufactured using a fully-automatic, high-speed laser technique proposed by Rexam.

The company’s Asian facility carried out the worldwide assignment due to its ability to create a ‘large, crisply defined, crystal-clear’ window area, according to Rexam.

“The result of our work is an exciting, bold product with both startling on-shelf appeal and enhanced production efficiencies,” ​Uhlen said in a statement.

Enhanced production- and cost-efficiencies

The packaging solution proposed by Rexam allowed for a more efficient production process as the lipstick cover was created using only one piece rather than two, according to the company.

"High precision laser technology proposed by Rexam (with fully automatic production process) answered the brief by achieving a crystal clear transparency for the window area,"​ Uhlen explained.

This, together with the large volume of the order, also led to cost-efficiencies, according to Uhlen, who emphasized that having a one piece product rather than a two piece product contributed to a better competitiveness.

The cap, ring and base are made from ABS and metalized for increased shelf appeal.

Rexam Personal Care has previously worked with L’Oreal to create packaging for several of its brands.

In addition to producing all the packaging for the L’Oreal Color Riche lipstick range, Rexam has also created the packaging for the Watershine lipstick and Superstay lip-gloss ranges for the company’s Gemey Maybelline brand.

Related topics Packaging & Design

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