Rexam supplies crimpless pump for Azul fragrance

By Simon Pitman

- Last updated on GMT

Related tags Rexam dispensing systems Perfume

Rexam Dispensing Systems has been involved in the redesign and
launch of Animale Group's Azul fragrance for men, a move that aims
to reinforce the products shelf appeal and image and one that helps
to re-inforce the Rexam name in the beauty sector.

Rexam has supplied its Crimpless System Low Profile Pump (LPP), in an effort to enhance both the functionality and the aesthetics of the fragrance packaging.

The Azul fragrance line was established and originally owned by fragrance giant Parlux, which sold it off and sub-licensed it to Animale back in 2003. Since then the Florida-based Animale Group has done much to re-fashion the brand with a more up-market and trendy image, targeting the fragrance at younger men.

As part of this move, the redesign of the packaging and the launch of the eau de toilette reflects this end. Rexam says that the pump it has designed and supplied complements the spray's distinctive metal cap.

In turn the shiny silver metal pump assembly comes with a colored insert that exactly matches the deep blue of the bottle. Rexam manufactures spray assemblies for the products in both the 50 and 100-ml sizes.

Tony Cecchinato, a spokesman for Rexam Dispensing Systems said, "Our modern-looking components not only enhance sleek, new products like Azul, but just as importantly provide that dependability demanded for men's fragrances."

UK-based Rexam's core business is aluminum beverage cans, but in recent years it has done much to build on its beauty business portfolio.

Most recently that ambition has led the company to make a bid for Dutch/US pump maker Airspray, a specialist in foaming pump spray dispensing systems.

Last week the two companies jointly announced a take-over package that will see the UK-based packaging giant offering £100m ($174m) to buy up the Netherlands-based manufacturer of pump sprays.

The move aims to strengthen Rexam's position in both the plastics and beauty packaging sectors and focuses on the company's specialization in the pumps segment.

Likewise, the company also acquired US packaging company Precise Technology in November last year - a move that expands its presence in both the food and cosmetic packaging sectors.

And last September Rexam also announced the purchase US maker of injection-molded jars and closures Delta Plastics for £83m ($144m).

The acquisitions trail follows a relatively stagnant performance in 2005, particularly in the first half of the year. This prompted the company to build on its current position by supplementing organic growth with acquisitions.

Related topics Packaging & Design Fragrance

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