Rexam pump takes on a new twist

By Andrew McDougall

- Last updated on GMT

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Rexam Personal Care has launched its new XD 11 Twist fragrance pump at the PCD Congress in Paris building on the success of its current pump range as well as offering an eco-friendly aspect.

While based upon the popular XD 11 platform, Rexam’s new Twist pump is the first pump utilising TCS (The Crimpless System) on the market that can be separated with a twist gesture from the bottle once the fragrance is used, which facilitates recycling.


“A lot of our luxury customers use the existing XD 11 pump, but are also seeking environmentally friendly options too,”​ a spokesperson said at the show.

Cannot be reassembled

The patented design of the XD 11 Twist makes it impossible to reassemble, thus limiting counterfeiting and protecting brand equity, was told.

Moreover, according to the packaging firm, the Twist offers the same advantages as a TCS pump: an easy fitment on the assembly lines and less breakage of glass necks, compared to screw pumps.

“The fragrance market continues to evolve, in terms of packaging premiumisation, consumer interest in sustainable packaging, and product counterfeiting,”​ said Samira Chmiti, product manager for Fragrance, at Rexam Personal Care.

Anti-counterfeiting design

Chmiti explained that the Twist offers all the neutrality, aesthetic and ergonomic appeal of the XD 11, along with an eco-friendly feature that doubles as an anti-counterfeiting design.

“Here is the optimal balance of premium appeal, sustainability, ergonomics, and brand protection that our high-end fragrance customers tell us they need in today’s challenging marketplace,”​ she said.

The original XD 11 platform is a low profile pump system which aids in aesthetic appeal for fragrance companies as well as utilising Rexam’s MaxiMist insert to increase spray volume.

Chmiti claimed that the refinement of this system in the latest Twist model was an example of the company taking note of the research it carries out with its customers that showed a desire for more sustainable options.

Related topics Packaging & Design

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