Packaging
Rexam helps brands create mini-lipsticks entries
Monday 03. November 2008 - Latest debut by Dior marks demand for on-the-go lipsticks
The Dior mini Addict High Shine lipstick shown at Luxe Pack beginning here today marks the latest example of Rexam s ability to help build the worlds most renowned brands, through perfect miniature recreations of full sized retail products.
Rexam Make Up, the world leader in lipstick packaging – and Diors ongoing partner for the entire Addict range – again teamed with Dior to painstakingly reference the aesthetics and functionality of the Dior Addict High Shine lipstick, right down to the packages transparency and remarkable surface treatment. Known as Opalis, the metallization process reflects light like a fine gemstone, with sparkle and complexity, for unsurpassed shelf appeal.
“The lipstick is the ultimate expression of the feminine make-up experience,” said Pauline Uhlen, Product Manager – Make Up, Rexam Personal Care. “Todays woman likes to have multiple lipsticks with her, at all times – and the mini-lipstick, a powerful marketing tool, allows consumers to carry their favorite shades easily and conveniently. Note, for instance, the rise of the travel retail sales channel,” she said.
“Rexams technical expertise and global production flexibility allows us to craft exact replicas of the full-sized retail product and produce them on an industrial scale. Each consumer usage of the mini-lipstick is a reaffirmation of the full-sized product, which reinforces the brand proposition and builds incremental sales,” Uhlen said.
Further evidence of the mini-lipstick trend is Rexams recent work for other creators of world-renowned brands. And, the companys mini-lipsticks are represented in Rexam Make-Ups newly configured stock line, including the DK 125, DK 1120, DK 1125 and DK 1086.