Following the launch of the Capture Totale R60/80 XP pack, the Rexam Personal Care Division developed the full-range, single-source packaging solution – including lotion pump, all-metal sleeve, cap and bottle – for Dior’s worldwide launch of Capture Totale One Essential, the brand’s most advanced anti-aging serum.
Building on a long supplier-customer relationship, Rexam handles manufacture, assembly and decoration of all elements in-house, in its Simandre, Le Tréport and Annecy facilities and ships the primary components to the customer, together, ready for high speed filling.
Powering the standout package is Rexam’s smooth-operating SP34 pump (Le Tréport), which is designed to ensure optimal flow rates for high viscosity formulations, in atmospheric or airless versions.
The two-piece bottle and embossed Dior cap are created in Rexam’s Simandre Center of Excellence. Here, Rexam offers cutting edge expertise in injection, surface treatment and decoration.
Vacuum metallization of the inner bottle, cap and collar ensure a look befitting a brand of this stature, as does the hot stamping and tampo printing needed to create the lettering for the elegant PMMA outer bottle. In addition, the package appeal is heightened by use of Rexam’s breakthrough new surface treatment — Illusion inner lacquering – used most recently for Dior Addict Lip Color, the latest Dior Addict lipstick. Illusion allows brand owners to create deep, rich opaque, metalized or transparent colours, as well as laser decoration, on even deep and narrow internal product surfaces. Based upon a traditional lacquering process, perfectly applied and cured at high heat, Illusion can be used for such products as thick-walled lipsticks, caps and bottles and on beauty product materials such as PMMA, ABS and SAN.
At a time when many brands are looking to go upmarket through the development of more and more elaborated packaging, it is even more important for a leading and prestigious brand as Dior to establish new criteria for differentiation design
