Packaging
Oriflame selects Rexam XM99 fragrance pump for “The Babes”
Monday 10. January 2011 - Leading global direct sales beauty product maker again chooses Rexam's technical expertise and single-source supplier capabilities...
Oriflame, the fast-growing, worldwide leader in direct sales of beauty products, has selected Rexam – only months after the launch of its new Endless Lash Mascara – for its XM99 fragrance pump, used in the new, three-SKU fragrance line, “The Babes.”
This latest assignment from Oriflame again underscores the importance of premium packaging in all market segments, including mass, as well as masstige and prestige – and in all regions, from mature to emerging markets. The Sweden-based Oriflame, recognized as an industry innovator, launches more than 950 products annually, sells in 62 countries and generates the bulk of its 1.3 billion in annual revenue from CIS ( Commonwealth of Independent States), EMEA ( Europe, Middle East, Africa), Latin America and Asia.
The XM99 offers dependability and efficiency, sleek, sophisticated good looks, color flexibility for maximum on-shelf appeal, and low actuation force, all in a user-friendly, cost-efficient, 100 percent plastic design perfect for product lines around the world.
“Our partnerships with Oriflame have included work in make-up, skin care products and other important launches,” said Carole Grassi, Category Manager – Cosmetics, Rexam Personal Care Division. “Our role as global supplier has helped the company as it creates increasingly sophisticated personal care products to its audience of savvy consumers.”
The XM99 is delivered fully assembled. Secure attachment of the pump to the bottle is assured – for the life of the fragrance product – thanks to Rexam’s proven, efficient, Snap-OnÒ system. This outside neck attachment is tamper-proof, airtight and, because of its single material assembly, facilitates recycling.
For “The Babes,” each fragrance is packaged within an all-white, Japanese-style doll, and is sold with enclosed decals that allow consumers to customize their fragrance package. The XM99 is a fun, colorful collection of perfume pumps that allows exciting new product range alternatives, since the pump can be ordered in the same color as the collar and actuator, or in two colors. Colors include White, Black and Natural, as well as Orange, Red, Green, Blue and Pink. Customers can opt for a variety of color combinations, and will appreciate the smooth-operating 14mm actuator, which requires minimal force to deliver its 100 ?l dosage. To further enhance efficiencies, the XM99 pump size is standard FEA 15 and stacking height is 13.50mm.
Recently, Rexam provided Oriflame its Prodigio neutral and airless lotion pump for a men’s skin cream, and its SP7 fine mist pump, cap and collar for the Dancing Lady EDT.