Packaging

Rexam screw-on XD-11 and Maximist insert selected for new Emoi Infini

Friday 07. January 2011 - Team of eight industry leaders join forces to create eco-friendly prestige fragrance with "invisible" elements of sustainability...

Rexam’s XD-11 fine mist pump with MaxiMist insert powers the “new frontier” in organic, eco-friendly prestige perfumes – Emoi Infini – a line of three fragrances developed by a consortium of eight leading industry partners determined to showcase the latest in sustainable personal care products for the luxury market.
The ultra-low profile Rexam XD-11 is renowned for its smooth operation that, used in conjunction with the company’s MaxiMist insert, creates a luxurious cloudlike application that has won rapid acceptance by leading prestige brand owners in Europe and the U.S.
“Rexam’s participation in this Luxe Pack-launched exercise underscores our understanding of two dynamic consumer megatrends: sustainability and, secondly, premiumization,” said Carole Grassi, Category Manager – Cosmetics, Rexam Personal Care Division. “With the screw-on XD-11 fragrance pump and MaxiMist insert, both trends are addressed simultaneously. Consumers can easily separate the pump from the bottle, for easier recyclability, and the amazing volume of spray created by our components provides a sense of luxury and drama that today’s prestige brand buyers expect.
“Overall, our work on the Emoi Infini project demonstrates a kind of ‘invisible’ eco-balance – here is proof that our industry can achieve greater level of sustainability in personal care product packaging, even when that is not one’s primary claim,” Grassi explained.
The three eco-friendly perfumes include Elle, Lui and Moi (a fragrance for her, him and me). All steps in the process are carefully considered for optimal eco-friendliness – including raw materials, fragrance, production, bottle, box and more.
“This team of ours has raised the bar and provided the industry with a new perspective, moving to truly integrated eco-design,” Rexam’s Grassi said. Other partners in the project include SGD (bottle), Strand (perfume), Mane (raw materials), Wauters (box printing), M. Real (box board), Extreme (communications and graphic identity), VPI (cap) and Rexam (pump).