Rexam’s worldwide packaging capability benefits Natura’s Aquarela make up line

Use of innovative material and decoration techniques enhance brand’s appeal…

Rexam’s use of innovative materials, injection and sophisticated decoration techniques and global supplier capabilities, are supporting Natura – one of the most admired companies in Brazil – further enhance the consumer appeal of its Aquarela make up packaging.

This year, Rexam developed a full-line repack for the brand’s lipsticks and compacts that addresses demand for ever-increasing levels of package sophistication and uses environmentally-friendlier materials. Developed in conjunction with Natura at Rexam’s Jundiai facility, the packaging solution includes sophisticated use of PMMA on the compact covers, silk screening on the lipstick mechanism’s sleeve and further customization of a WPC (wood plastic composite) formula that renders the wood particulates visible and appealing and allows injection flow.

The new Aquarela line is inspired by Brazilian handiworks (lace-trimmings and embroideries). This concept is reflected on the new packages that feature more brightness and transparency thanks to the use of thick walls injected in PMMA. New packages also gained a lace/flower shape decoration, currently a popular design element. On the lipstick, this concept was possible by using a silk screening decoration on the mechanism’s metal sleeve. On the compacts, it was possible by using an in mold relief decoration. Lipsticks and compacts bases are injected in WPC, a mixture of synthetic material (polypropylene), organic material (wood) and pearlized masterbatch, resulting in an interesting effect, thanks to the rustic aspects of the wood and the sophistication look of the pearl effect.

“Our main challenge was to develop packages that could join the transparency of the PMMA, a resin largely used by the automotive industry, with the delicacy of the Brazilian laceworks through the relief”, said Paula Froes, Director – Sales and Marketing, South America, Rexam Personal Care Division.

 “Only Rexam could supply the technological and sales support needed for a sophisticated repack such as this one, for our Aquarela line,” said Maria Lucia Roscoe, Marketing and Innovation Manager, Natura.  “Their Jundiai facility, part of Rexam’s global network, has helped us enhance the glamour and appeal of this brand, and maintain our sustainability requirements so vital to our corporate philosophy.”

Natura, the largest manufacturer of cosmetics, fragrance and personal care products in Brazil, also operates in Argentina, Peru, Chile, Mexico, Columbia, Bolivia and France.  The company is committed to the development of innovative products and is recognized for its environmentally responsible management.