First retail launch for Rexam’s EZi foamer

Related tags Ezi foamer Retailing

The first retail launch of Rexam’s EZi foamer, a mechanical foam dispenser, has seen kid’s body wash products stocked by US retails giants, Target and Walmart.

The boys- and girls-themed foaming body soaps were created by Cosrich Group, a manufacturer of kid’s bath products based in New Jersey.

Product positioning

Kitty Nipar, purchasing director for the Cosrich Group said in a statement that the licensed products, such as those for Batman and Strawberry Shortcake, are being positioned as ‘bath graffiti sets’ that allow kids to ‘write’ on the shower tiles with the soap

“With the EZi, we’ve developed a program that has great appeal for the world’s most demanding retailers because of their shelf appeal,”​ she added.

Ideal for all ages

According to Rexam, the no-drip, water resistant dispenser that is engineered for one-handed use, is an ideal choice for makers of bath and shower products for both adults and kids.

Casper Kleiman, foam product manager for Rexam’s personal care division said: “even toddlers can wash themselves with foam. Our foamers are fun to use, and consumers – of all ages – love them.”

Just one squeeze of the EZi foamer dispenses a foaming product due to the use of sophisticated valve technology, said Rexam. In addition, the quality of the foam is not affected by shaking the product before use.

Annual foaming formulations challenge

Earlier in the year, Rexam invited applications for its 5th annual foaming formulations challenge, where entrants were asked to design a formulation suitable for babies to be used with its EZi foamer.

The winner has not yet been announced, but can expect to receive a corporate prize of €10,000 ($15,000) as well as heavy promotion of both their company and brand within the industry.

Related topics Packaging & Design

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