Packaging

REXAM SUPPLIES XD-11, MAXIMIST INSERT AND CLOSURE FOR THE LATEST GALLIANO FRAGRANCE

Friday 24. December 2010 - The just-launched and heavily promoted Galliano Parlez-moi d'Amour fragrance's package is powered by the Rexam XD-11 fine mist pump with MaxiMist insert, adorned with an intricate three-piece closure - and supported by Rexam Personal Care's multi-facility synergy.

The public face of the new Galliano package is teen star Taylor Momsen, and the on-shelf profile of the produce owes to Rexam’s ultra-compact XD-11 and dip tube combination, designed to open new package design possibilities, as demonstrated by Galliano’s imaginative “love-letter” motif. Rexam created intricate packaging components for Galliano’s first fragrance launch, in 2008.
Rexam’s Le Treport (Normandy) facility created the package’s engine, while the Simandre (Burgundy) plant crafted the three-piece cap, which includes an internal section (PP), a weight, and an external, engraved and metalized outer piece (ABS, chosen for ease of metallization).
“The Galliano fragrance represents our ‘complete solution’ value proposition for our customers,” said Samira Chmiti, Product Manager – Fragrance, Rexam Personal Care. “For global launches of this stature, one-stop sourcing, manufacturing expertise and comprehensive field support are critical.”
John Galliano is one of the world’s most influential and exciting fashion designers. His latest fragrance targeted a trendy young audience and required packaging capable of captivating this elusive and lucrative demographic. “The Rexam XD-11 pump allows bottle designers unsurpassed freedom of expression. It incorporates a smooth pre-compression design that – with the MaxiMist insert – permits fine, precise and voluminous atomization that has great consumer appeal,” Chmiti said. Complete neutrality of the XD-11 protects the fragrance for the life of the product.
As for the cap, the intricate embossing around the circumference of the outer section had to flawlessly communicate the overall Galliano design aesthetic, to complete the overall “Lettre d’amour” concept.
Worldwide distribution of the product began in Europe, with a highly-publicized Paris launch, and roll out is underway. The EDT is available in 30, 50 and 80 ml.