Rexam adds transparent lipstick to flurry of launches

Despite concerns about rising costs the UK-based firm is bombarding the fast-moving beauty packaging market with new products this year in an effort to stay ahead of the competition. Rexam's new lipstick, Visible Lips, features a clear cap and sleeve that enables the customer to identify at a glance the correct shade therefore avoiding lost minutes fumbling through a handbag or scanning make-up shelves. The lipstick is also airtight, which means an isododecane base formula may be used without the risk of spoilage. The cup size is 11mm, which Rexam says is a slimmer and longer design than a traditional lipstick. Another new addition to the Rexam product catalogue is the XD11 fragrance pump, which is being unveiled at this week's Luxe Pack Monaco. Designed for the luxury end of the market, the new pump features the ultra-low profile that proved popular with Elizabeth Arden, Vera Wang and the United Colors of Benetton earlier in the year. At the beginning of 2007 Rexam supplied the fragrance manufacturers with the SLPP, one of firm's super low profile pumps. The company said the latest pump offers 'unparalleled sensations of pleasure and comfort' thanks to its ergonomically designed actuator. The spray angle is variable and the pre-compression design allows for unlimited adjustment of atomization. The pump is neutral, protecting scent quality over time, because the fragrance it dispenses never comes into contact with the metal parts of the mechanism. The XD11 is available in three sizes: 70ml (2.5fl oz), 100ml (3.5fl oz) and 120ml (4.25fl oz) and is offered with many customization options. Rexam said it would not be stopping the flow of product launches and told industry observers to lookout for more product releases over the coming months. Despite its rate of innovation the company will be facing the challenge of spiraling costs, mainly associated with the continuing increase of crude oil, which last month hit $90 a barrel. As petroleum is a major constituent in plastics packaging, a number of leading packaging companies have already warned that their businesses are likely to be affected by rising costs. Indeed, in February of this year Rexam announced that higher input costs would bump up the price of products made with plastic and aluminum, a problem that is being further exacerbated by a weaker US dollar.