Packaging
Rexam creates the new Stay Real compact for Nivea
Wednesday 15. October 2008 - A trendy, flexible and competitive make-up compact
Rexam has designed a modern compact for the Nivea brands range of foundations and powders with a flexible design that enables multiple variations and helps the consumer choose, and use, the product.
This new compact meets three requirements: combined within a single pack; a lid which plays on transparency while including a mirror and a specific place for the applicator. To satisfy the consumer in terms of these aesthetic and practical requirements, Rexam developed several ingenious technical solutions.
1. Transparency and mirror:
A transparent effect for viewing the product shade and an interior mirror married within the same compact. To meet this challenge, Rexam has hidden a half-moon mirror inside the lid, thanks to a film transfer which is opaque enough to allow a uniform shade to be kept on the lid surface. The rest of the lid is transparent. The consumer can choose the shade of the foundation at a glance.
Transparency in packaging is a growing trend in compacts, particularly for foundation, since the consumer needs to see the exact shade in order to make the proper selection.
2. A discrete aesthetic for applicator aeration:
Another constraint for Rexam: avoiding the unseemly holes on the base of the compact which aerate the applicator. The solution: create semi-invisible aeration via the back of the compact around the hinge.
3. A compact which responds to decor constraints:
Finding a practical and competitive solution was also one of Niveas requirements. The aim: to enable numerous variations on the same base packaging. Rexam Make Up developed a compact with a flexible design on which a customisable transfer film allows for the differentiation of compacts in the range.
The transfer film also enables four decor colours to be applied at once, which avoids four different passes through hot marking.
Rexam also provides the three products in the range from a single mould (foundation, pressed powder, terra bronzing powder). The transfer film allows for the creation of the three decors, thus enhancing cost-efficiency.
4. Delivery of the complete product:
Rexam provides Nivea with assembled compacts with puffs or sponges.
As Pauline Uhlen, Make Up Product Manager within the Personal Care Division, points out; “Rexam Make Up knew how to respond to Niveas request by providing practical and ingenious solutions offering real added value to the product. For the consumer, this results in easier shade selection, and product usage.”
About Rexam Personal Care Division
Formed in 2007, the Rexam Personal Care Division is a leading supplier of advanced packaging solutions with unsurpassed global capabilities that attract the worlds most innovative, demanding and respected fragrance, beauty, personal care and home product manufacturers. It is one of three business units that share powerful product commonalities under the Rexam Plastic Packaging umbrella.
The Rexam Personal Care Division offers its customers enhanced one-stop supplier capability and industry-leading customer service and product innovation capability. The Division consists of Dispensing Systems, Make Up and Home & Personal Care. Internal efficiencies are enhanced through sharing of company assets, resources, technologies and best practices.
Dispensing Systems is among the market leaders in fragrance pumps, lotion pumps and cosmetic closures, and is the industry leader in samplers and one-touch, mechanical foam dispensers. Make Up leads the world in lipstick packaging and is second in make up cases. Home & Personal Care is the leading producer of custom and high-volume products, with special expertise in innovative package design and engineering, multi-shot molding, in-mold labeling and a full range of value-added capabilities for the global custom injection molding business.
The Rexam Personal Care Divisions customers includes signature brands such as P&G, LOreal, YSL, LVMH, Unilever and many others, throughout the Americas, Europe and Asia. It is a powerful worldwide provider of packaging solutions that builds brands and delivers enhanced bottom lines in the process.