The latest U.S. launch of L’Oreal Paris’ Visible Lift Repair Absolute foundation marks the most recent example of Rexam Personal Care Group was another occasion for the international brand to cooperate with Rexam Personal care Division.
The intricate, multi-part, compact solution developed for this make-up formulation was handled by Rexam’s expert worldwide team, including its Asia facility, renowned for its high-volume production expertise and abilities in plastic injection, metallization, assembly, airtight technology and more. The program management was based in France, for close proximity to L’Oreal product development teams.
According to Audrey Ospital, Product Manager – Make-Up, for Rexam Personal Care, the overall result is an example of how package premiumization is now used by leading brands.
“The elegant compact, designed by L’Oreal, incorporates several notable features that enhance both form and functionality,” Ospital said. The screw cap, of ABS, features a shimmering white gold metalized finish and is embossed with the L’Oreal Paris logo. “It is assembled with an integral liner, supplied by MGJ, for an airtight fit that prevents drying of the volatile formula. Further, the long thread design of the screw cap communicates a premium gesture with every usage,” Ospital said.
The jar is made of clear, thick-walled PETG, which provides a crystalline, glass-like effect and a sense of visual depth, Ospital said. A pin-hinge joins the jar to a shiny white-gold metallized ABS base that houses a sponge applicator (supplied by The Penthouse Group). Further, a carefully designed notch results in an auditory “snap” when the base and jar are closed. “This, along with the overall look and weight of the compact, helps communicates luxury to the end-user,” Ospital said.
“With important launches of this nature, the teamwork between supplier and customer must be optimal,” she said. “Rexam’s packaging and development expertise in program management, technical expertise and sales support resulted in a fast-tracked, multi-channel U.S. launch for L’Oreal, that had the product on store shelves quickly and efficiently.”
