According to the packaging company, the collection represents the ‘first significant advance in decades’ of the lip gloss applicator category, as innovation in this area had remained stagnant for some time.
“In the lip gloss market, there were only a few staple styles available for years,” explained Pauline Uhlen, color cosmetics product manager at Rexam Personal Care.
“Our research proved that consumers were ready for a fresh new applicator experience, such as new shapes that surprise and delight and new textures that bring tactile sensations,” she said.
Made of TPE
Rather than traditional brush or flocked applicators, the Glossy Days collection is made of TPE, a soft, transparent and flexible material.
“We did a series of tests on different types of materials and this material performed the best as it was not to soft and not too rigid,” Uhlen explained to CosmeticsDesign.com USA.
Each applicator in the range offers different visual and tactile appeal, and the design geometry and material results in clean, comfortable and elegant application, said Uhlen.
For Rexam’s customers, the element of novelty in the different applicator designs can help them to differentiate their product offerings and stimulate purchase, the company said.
In addition, its customers can benefit from a more complete service as they can purchase all the packaging components of a lip gloss from Rexam, something which is not always possible, according to Uhlen.
Pre-launch communication
The new range was created with input from the company’s innovation center in the US, its marketing division in France, and development operations in China.
According to Uhlen, before the applicators were launched, the company sent out a ‘teaser’ video to its customers to stimulate interest in the line and enhance the Rexam-customer partnership.
“With this launch, we really wanted to communicate differently, so we sent out a ‘teaser’ video featuring a women shown to be dissatisfied with the current offer of lip gloss applicators, and then happy with the new Rexam Glossy Days collection,” she explained.
The collection, which can be used with a range of stock options or fully customised, will be refreshed every nine months, according to Rexam.