Packaging

REXAM LAUNCHES NEW SOF’CELL FRAGRANCE SAMPLER

Friday 02. May 2008 - New sampling solution anticipates increased "on-the-go" product usage…fragrance as "fashion accessory"

Sof’Cell, the newest sampler from Rexam, brings new meaning to the phrase “wearing one’s favorite fragrance.”

Here is a fun to use, brand-building, mini-sprayer that allows consumers to experience their favorite scents anytime and anywhere — it can be quickly attached to a mobile phone, handbag or backpack, belt, belt loop, or key ring.

Importantly, the Sof’Cell – available as either a sampler or a one-time kit – is designed to help build brand awareness and strengthen consumer loyalty. “Rexam has particularly strong expertise in creating comprehensive sampler programs that are original, cost-effective, encourage consumer trial and repurchase and create value for our customer,” said Severine Bourguinat-Chalchat, Rexam Personal Care Product Manager – Samplers. “With Sof’Cell, the world’s most desirable fragrances can now truly become a wearable fashion accessory.”

Attuned to evolving marketplace needs, and the latest social mega-trends, Rexam anticipates the further growth of nomadism. “Time is tight, life is rushed, and our consumers use their products ‘on-the-go.’” said Bourguinat-Chalchat. “Consumers enjoy belonging to a ‘community’– and part of that is displaying one’s brand preference. Our understanding of the global consumer environment and ability to work as a team with our customers results in fascinating, and highly successful, new product packaging that create in-store excitement.”

The Sof’Cell is a delight for consumers to use, as well as being easy to carry. The 1 ml bottle and choice of spray (Minimist and Sofistic ‘s) or applicator (Sof’n’Touch) securely attaches – and yet easily detaches — to personal effects with a handy lace and cork. Further, Sof’Cell is designed for high-speed assembly and filling, for the ultimate in production efficiency.