Rexam creates packaging for new Juicy Couture fragrance line
for the new Juicy Couture Eau de Parfum range, a decision that
consolidates its position as leader within this category.
Juicy Couture is more commonly known for its range of tracksuits, sportswear and fashion accessories. However, it is now tapping into the lucrative business in branded fragrances and developed its own range in order to capitalise on this trend, choosing Rexam as the packaging and pump provider.
The partnership with Juicy Couture and Rexam also highlights the packaging company's desire to expand the business further into branded packaging.
Rexam will provide The Super Low Profile Fragrance Pumps (SLPP) for the 50 and 100 ml fragrance bottles, which will feature the company's Crimpless System.
In addition to this Rexam has collaborated with packaging and filling manufacturer, Le Papillon, to create an SP5 pump for the fragrance's Sofilux sample package.
In order to emulate the decorative design of the Juicy Couture Frothy Shower Gel and Body Lotion that are part of the Eau De Parfum range, Rexam has created a LX350 lotion pump with a plastic custom actuator to fit inside a decorative actuator that is said to give a smooth dispensing action.
Eric Desmaris, marketing manager at Rexam stated the reason for the company's success with high profile companies is due to the packaging systems that provide not only aesthetic qualities, but also providing dependable and consistent systems for the consumer.
Rexam has provided packaging for numerous high profile fragrance and personal care products, such as the Britney Spears range for Elizabeth Arden.
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, with this latest development looking set to help this ambition.
Rexam is one of the leading consumer packaging groups with ongoing global sales of £3.4 bn. A report earlier this year showing how the company's Plastic Packaging results, which incorporate the company's beauty packaging operation, were substantially up on the equivalent period from last year, benefiting from organic profit growth and acquisitions.
However, the company said that Beauty packaging operations continued to be affected by delays in the launch of new products, though it is optimistic about the success of future product launches counteracting these figures in the latter half of this year.
