The announcement was made at the Luxe Pack trade show which was held in Monaco last week: Rexam’s Personal Care Division signed a collaboration deal with renowned French make-up artist Max Herlant.
The collaboration clearly demonstrates, if there was any doubt, Rexam’s ambitious strategy in the make-up segment.
“The alliance with Herlant will be yet another weapon in the company’s ongoing, aggressive, new product development drive,” says Pauline Uhlen, Product Manager - Color Cosmetics, for Rexam’s Personal Care Division.
Rexam intends to conceive and commercialize 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.
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.
Max 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.
