Rexam targets samples and on-the-go market

By staff reporter

- Last updated on GMT

Related tags Rexam dispensing systems Britney spears Rexam

In answer to rising demand for on-the-go and samples for fragrances
and cosmetics, Rexam has launched a number of products aimed at
boosting sales of full-sized products.

To meet this end Rexam Dispensing Systems has presented three concepts, the Blister Pack Sampler - a miniature perfume sample, Sof'Twist - a purse-sized sampler and Sof'Serum - a mini spread for skin care lotions.

Specifically targeting the fragrance sampling market, the company says that the Blister Pack has been designed to attract new users of perfume at over-the-counter shops by offering the same olfactive experience provided by a larger bottle.

The blister pack provides up to 40 sprays per sample, which Rexam says is enough for customers to 'fall for' a fragrance, eventually prompting them to buy the full-size bottle.

Likewise, this type of pack is also said to provide plenty of opportunity to market the brand, as the significant surface area can be used to provide a full-sized label.

"Because this sample is designed to be sold at a competitive price over-the-counter, it provides a quick and quantifiable return on investment,"​ said Stanislas Feminier, Sample Marketing Manager for Rexam Dispensing Systems.

The company says that it is already supplying the packs to Elizabeth Arden for its Britney Spear fragrance, Curious, which has been commercialized for the US market.

Sof'Twist is a twist top spray vial that takes on the appearance of a lipstick as it emerges from its casing, taking inspiration from the world of makeup.

It consists of a small, refillable plastic pack in which is inserted the company's Sofilux spray sample, containing up to 2ml of perfume. To re-fill the sampler it is a simple process of changing the vial, providing retailers and fragrance companies with flexible marketing options, such as a multi-vial gift pack.

It can also be customised with a variety of trims, including silk-screening, hot-stamping, lacquering and metallization, to carry a variety of branding images and messages.

But fragrances are not the only area where Rexam is targeting sampling and on-the-go. Sof'Serum has been specifically designed for fluid skin care formulas such as eye contour creams.

The company says that the combination of glass for the base and metal for the pump and cap give this product elegance associated with premium skin care products, particularly targeted anti-aging lotions.

It holds up to 50mcl of lotion, which is dispensed using a screw-on pump that dispenses small drops each time it is pressed.

Rexam claims that this format will make it an ideal means of providing free gifts with full-sized skin care products from the same range.

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