Packaging

Rexam announces collaboration with make-up artist Max Herlant

Friday 31. December 2010 - The collaboration between Rexam's Personal Care Division and renowned make-up artist Max Herlant, announced at Luxe Pack Monaco, signifies both the firm's relentless pursuit of breakthrough, value-added packaging and the industry's reliance upon such innovative solutions.

The collaboration between Rexam’s Personal Care Division and renowned make-up artist Max Herlant, announced at Luxe Pack Monaco, signifies both the firm’s relentless pursuit of breakthrough, value-added packaging and the industry’s reliance upon such innovative solutions.
According to Pauline Uhlen, Product Manager – Colour Cosmetics, for Rexam’s Personal Care Division, the alliance with Herlant will be yet another weapon in the company’s ongoing, aggressive, new product development drive. This program is designed to conceive and, ultimately, commercialise, breakthrough make-up packaging that meet — and anticipate — market trends. In the world of lips-related cosmetics, for example, this effort includes development of new gestures in application that enhances end-user convenience and pleasure, ergonomics and overall appeal, and that results in packaging that meets the demands of next-generation formulations.
“Our decision to collaborate with a make-up artist of Max Herlant’s stature underscores our passion for providing customers with astonishing packaging that builds their brands, provides superior return-on-investment, and delights consumers,” said Uhlen. “In this endeavour, we look forward to working with Max, who is one of the geniuses in our profession.”
Herlant is renowned for his understanding of the art of make-up, and the interrelationship between the consumer, the gesture, the product and brand. His approach is driven by the understanding that makeup must be a pleasure, not a constraint. With client experience in the worlds of both show business and industry – with companies such as Bourjois and Arcancil — Max Herlant is a sought-after specialist in make-up design, application and product development. In addition, Herlant has additional expertise as an industry commentator and as a magician, as well.
“Magic and make-up are, after all, related arts,” said Herlant. “Understanding the dynamics of magic helps me create new gestures for my work as a make-up artist. My development of new magic tricks inspires the invention of new make-up gestures.”
According to Carole Grassi, the Division’s Category Manager – Cosmetics, Herlant will work with Rexam experts in the conceptualization and evaluation of new shapes, features, gestures and more, particularly as they relate to products for the lips.
“As with our new Innovation Center in suburban Chicago, our work with Max Herlant will help identify product opportunities and provide the insights needed to create patented packaging solutions that help our customers succeed in the marketplace – that is what it is all about,” she said.”