The pump has been specially designed with a removable pump lock that acts as a stroke limiter when the fragrance bottle is in transit. This prevents the unintentional release of the pump and also means that packaging costs can be reduced because it avoids the need for a cap.
As Curve Crush is aimed at younger consumers, the design of the fragrance bottle is said to take into account that the user will be on the move more frequently, which is why portability was an important consideration.
Rexam's low profile pumps are being used in the 0.5 and 1.0 ounce scent bottles, together with the same bottle sizes for the women's scent. The men's fragrance line is being sold in 2.5 and 4.2 ounce bottles, while women's fragrance will be sold in 1.7 and 3.4 ounce bottles.
The pumps for the whole range come with metal-sleeved actuators, produced in a customised silver finish. The stroke limiter is moulded in grey polypropene for the men's product and lilac for the women's range. The bottles themselves are packaged in metal-effect outer containers.
Liz Claiborne said that it had chosen the Rexam pumps because the size allowed it to maximise on design flexibility. In turn the dispensing system is also said to provide a combination of low actuation and strong spray quality.
Rexam has also supplied a range of crimpless pumps for Liz Claiborne's Spark fragrances for men and women. For this range it provided a low profile pump together with a super low profile pump for the smallest bottles.
Meanwhile Rexam has also updated its company website. The initiative has been drawn up in an effort to bring together Rexam's former business and corporate website in one entity. The company says that the clearer navigation of the site will allow both commercial and corporate users to access company information more readily.
Rexam, which currently has an annual turnover of £3.1 billion, is currently one of the leading providers in the global cosmetics and toiletry packaging market. Falling under the plastic packaging division, its health and beauty packaging business has manufacturing outlets in Asia, Europe and the US and provides turnkey packaging solutions for all the leading market players.