Elite make-up artist Max Herlant, in conjunction with Rexam Personal Care Division, the world leader in lipstick packaging, led a personalized tutorial on techniques for lip make up application, at the 2nd Annual Make Up in Paris trade show.

Herlant’s animation explored the attributes of Rexam’s latest packaging innovations, helping even non-professionals apply new advanced lip product formulas with precision and artistry.  These lipsticks and glosses combine multiple benefits, yet require packaging that allows for superior protection because of their chemical composition. 

Herlant’s demonstration incorporated many of Rexam’s latest packaging solutions, showing the company’s capacity to reply to mega trends of the make up industry, as well as formula evolutions.  It began with the ultra-smooth Rexam R2000 lipstick mechanism, considered the industry reference.  In addition, the magic of Herlant included use of the new Sliding Look lipstick, designed with a hidden mirror for precise, on-the-go application with a huge fun-factor.  Sliding Look’s large, hidden mirror is integrated into – and, thus, protected by -- the lipstick cap and easily accessed by the consumer upon opening the product. 

Herlant’s artistry with liquid formulations demonstrated the latest advance in Rexam’s innovative Glossy Days lip gloss collection.  Glossy Days is the first significant lip gloss applicator category advance in years.  Each of the eight applicators has a unique design geometry and material – soft, transparent and flexible – for clean, comfortable, elegant and fun usage that enhances the consumer experience.

The eight newest applicators are carefully designed to work with the latest lip products and provide the traditional, flocked texture adored by many consumers.

In addition, Herlant demonstrated the Lips So Soft lipstick, the latest member of the Rexam11mm airtight stock family.  Airtight, and featuring a guided mechanism, the Lips So Soft 11mm is crafted to handle complex formulations with active ingredients and less structural rigidity now used in response to consumer demand, such as long-lasting, moisturizing or lipsticks with super color shine. 

The demonstration concluded with the division’s latest patented lipstick advance – the non-circular R Shape family.  Debuting at the show, R Shape is the industry’s first guided mechanism to both offer consumers unsurpassed precision and make up results with today’s soft and multi-benefits formulas, and provide customers with new levels of brand differentiation.

The collaboration between Rexam’s Personal Care Division and Max Herlant underscores Rexam’s relentless pursuit of breakthrough, value-added packaging capable of getting the best results from today’s "formula revolution".

According to Carole Grassi, Category Manager – Cosmetics, for Rexam’s Personal Care Division, "The expertise of professionals such as Herlant helps us conceive and, ultimately, commercialize, powerful new make-up packaging. Development of new gestures, enhancement of end-user convenience and improved ergonomics all combine to please consumer and meets the demands of next-generation formulations."

Herlant is renowned for his understanding of the art of make-up, and the interrelationship between the consumer, the gesture, the product and brand.  His approach is driven by the understanding that make-up must be a pleasure, not a constraint.  With client experience in the worlds of both show business and industry, Herlant is a sought-after specialist in make-up design, application and product development.

Herlant continues to work with Rexam experts in the conceptualization and evaluation of new shapes, features, gestures and more, particularly as they relate to products for the lips.