Packaging
Rexam: Industry leader in brand-building sampler programs
Thursday 16. October 2008 - New sampling solutions anticipate continued consumer "on-the-go" product usage
Rexam, the world leader in innovative sampler programs for lotions and fragrances, continues to deliver packaging solutions – as well as comprehensive, global support – that results in enhanced brand equity for mass market, masstige and prestige products.
Rexams entire range of samplers will be on display at HBA Global Expo, September 8-10, booth #1915.
In an age of retail consolidation and compressed time-to-market, the need for aggressive, on-strategy promotional sampler programs has never been greater, according to Eric Desmaris, Rexams Global Sales Director for Promotional Samplers. “Our long-standing orientation is to work in partnership with our customers – the worlds most successful and demanding consumer product manufacturers – to create programs that create brand excitement, encourage product trial and repurchase, with products that perfectly emulate the end-user experience of the full-sized product.”
Importantly, Rexams global support enables customers to benefit from on-site assistance, to eliminate line shut-downs, as well as support with packing and filling — and online monitoring of logistics. “No matter what your communication protocol, we seamlessly integrate with your supply chain,” Desmaris says. “Our understanding of the global consumer environment and ability to work as a team with our customers results in fascinating, and highly successful, new promotional programs that create in-store excitement and capture the imagination – and brand loyalty – of consumers in an increasingly challenging marketplace.
Todays highly competitive retail environment requires efficient, hard-hitting promotional programs, according to Desmaris. “Brand success requires use of the right sampler, which increases consumer contact, resulting in more productive selling opportunities at retail,” he says. “Rexam customers benefit from our unsurpassed range of sampler solutions, for every market segment.”
Another factor impacting the need for superior sampler programs is the rise of the travel retail market. “This segment is booming, especially on the high-end,” Desmaris says. “Perfect, mini-replicas of the worlds most prestigious, iconic brands, are very powerful tools for marketers.”
Rexam sampler expertise extends to a range of market segments. For example, the companys SofCell, the newest sampler from Rexam, brings new meaning to the phrase “wearing ones 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.
An example in the prestige market segment is SofTwist, which is used in the award-winning Davidoff Cool Water Wave sampler program. Here, a 2ml glass vial is topped with a mini-fragrance pump and inserted into a carefully crafted, refillable, metalized case. “When the consumer twists the bottom of the case, the vial rises, similar to the way a lipstick bullet elevates in a lipstick case,” Desmaris says. “It is a perfect example of how our global synergy – in this case, between our Make Up and Dispensing divisions – works to create innovative solutions for our customers.”