Rexam creates packaging for L'Oreal Paris and Givenchy
The compact produced by Rexam for L’Oreal Paris’ Visible Lift Repair Absolute foundation, which was the object of a fast-tracked, multi-channel US launch, is an example of how leading brands are now using package premiumization according to Audrey Ospital, product manager for make-up at Rexam Personal Care.
It features an ABS screw cap that is embossed with the L’Oreal Paris logo and has a shimmering white gold metalized finish. According to Ospital, the volatile formula is prevented from drying thanks to an airtight fit that comes from assembling the screw cap with an integral liner supplied by MGJ.
In terms of the jar, Ospital said the use of clear, thick-walled PETG provides a sense of visual depth and a crystalline, glass-like effect. The jar is joined with a pin hinge to an ABS base, which has a shiny white gold metallized finish and houses a sponge applicator supplied by The Penthouse Group.
According to Rexam, when the base and jar are closed, an auditory ‘snap’ can be heard thanks to a carefully designed notch. “This, along with the overall look and weight of the compact, helps communicates luxury to the end-user,” said Ospital.
Givenchy Noir Couture mascara
For Givenchy’s new Noir Couture mascara, which features a three-ball brush supplied by Ponzini, Rexam worked to create a sophisticated mascara with a luxury feel that is in keeping with the brand’s high-end positioning.
The mascara cap and base are injected in black PCTA and are adorned with shiny silver vertical stripes created by hot stamping, said Rexam, highlighting that the Givenchy logo on the packaging was created through two distinct processes.
A ‘4G’ logo is engraved and hot stamped at the top of the contoured and UV varnished cap, and the same two-step process is used to create a ‘Givenchy’ logo on the base, the company explained.
“From the black and silver colors – so understated and appealing – to the careful engraving and the perfect shaping and precision hot stamping and alignment of the cap and base, the elements come together to excite consumers,” said Ospital.
