Pucker up, Rexam introduces new flocked-tipped gloss applicators

By Pooja Kondhia

- Last updated on GMT

Related tags Cosmetics Rexam

Rexam Personal Care Division has introduced the second edition of lip-gloss applicators to it Glossy Days collection; eight new flocked-tipped applicators.

Rexam has also launched a new R shape lipstick, with non-circular bullets, which is in addition to its current R shape collection consisting of elliptical and tear-drop versions.
Appealing new applicators
Designed to appeal to those consumers who are appreciative of the benefits of precision in lip make-up and the tactile sensation; also for those who prefer the traditional softer, flocked-tip with a doe foot design.
Developed with worldwide support such as from Rexam’s innovation centre in Chicago, marketing team in France and development teams in China and France.
“The development of this latest collection will help our customers energise their lip gloss offerings, create novelty and stimulate purchase”, said Carole Grassi, category manager of cosmetics at Rexam.
According to Rexam, each of the eight new flocked applicators, much the same as the first edition, which is also still available, has a unique visual as well as tactile appeal.
Precise lip application
Rexam claims that the new non-circular mechanism will offer consumers unsurpassed precision of lip application and provide customers with new levels of brand differentiation.
“Consumer appeal is enhanced, as their favourite new lipsticks can be applied with a new degree of precision, even in the challenging middle section, or M-zone, of the lips”, added Grassi.
Developed in anticipation of accelerating demand, according to Rexam, its research has resulted in an ergonomically pleasing solution that supports the bullet as well as providing protection for the product’s shelf life.
The new mechanisms are available in two new airtight packs, compatible with volatile formulas such as those based on isododecane or silicone.
“The R shape family is fun, innovative and different from all the lipsticks on the market,” commented Grassi. “[It] provides greater convenience and formula protection.”
Also it has been designed for standard high-speed filling equipment and offers multiple decoration options for an upscale, distinctive look.

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