Rexam strengthens mini products division to focus on brand-building initiatives

19-Jul-2011 - Last updated on 20-Jul-2011 at 11:36 GMT

Personal care packaging company Rexam has turned its attention to its mini products division this summer with the intention of helping customers to build brand awareness for both new and existing products.

The Personal Care Division, which is based in France has launched its mini products program encouraging brand owners to forge stronger consumer connections for existing products, or to engage end-users and create awareness of a major new launch, with the samplers.

“Today’s mini-products are the ambassadors to the brand, and facilitate access to the retail product experience,” Nathalie Nowak the company’s Global Marketing and Innovation Director said.

Promotional opportunities

Vinciane Devillers, junior product manager, Mini-Products added that the new program is designed to inspire new mini-product promotional opportunities.

“We have learned that 90 per cent of consumers find that sampler usage is essential to fragrance purchase, and 92 per cent really use the samplers they receive.”

“For your existing products, the strategically designed mini-product program can help you stay connected with your consumers and allow you to offer an affordably sized version of your retail product,” said Devillers.

And, for your new launches, the sampler program can attract new consumers and build awareness with a wide range of cost-effective solutions that recreate the retail product experience,” she added.

A new face in the team

EHermandesseR_exam — Emmanuelle Hermandesse - Category manager, Mini Products

In addition, Rexam has also added Emmanuelle Hermandesse to its Personal Care product management team, as category manager for Mini-Products.

In her new role, Hermandesse will work closely with the company’s Chicago-based Innovation Center, as well as with the product development team in Le Treport, France (Sampler Center of Excellence) and the Division’s marketing team, to create breakthrough samplers that enhance ROI as well as the consumer’s sampler experience.

“Emmanuelle’s expertise in global commerce, production and sourcing will help us reach new heights in mini-product solutions,” Nowak said of the new addition.

According to Hermandesse, the accelerated pace of new product introductions, along with the rising tide of line extensions, challenges brand management’s approach to launches and to protecting the appeal of long-standing consumer favorites.