The new applicator collection, called Glossy Days, includes eight initial patented lip gloss applicators, each with its own unique visual and tactile appeal.  Promotional demonstration tools – which utilize fun illustrations of fresh, fashion-forward young women to communicate real end-user lifestyle scenarios for Glossy Days applicator usage in an entertaining fashion – enhance the Rexam-customer partnership.

“This is more than the launch of a great new line of applicators,” said Eric Soubeiran, Marketing and Innovation Director, Rexam Personal Care.  “The debut of Glossy Days represents the essential value proposition we bring to the table.  Our Innovation Center – under the direction of Jill McCurdy, in liaison with the marketing team – works to identify product opportunities, and then gives us the insights needed to develop patented packaging solutions that help our customers succeed in the marketplace.”

In the lip gloss market, explained Pauline Uhlen - Color Cosmetics Product Manager - there were only a few staple styles available for years.  “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.  “This initial collection is designed to offer brand owners unsurpassed differentiation and product excitement – and represents the value proposition we bring to the table that helps our customers succeed.”

Rather than a simple brush, or flocked tip, each “Glossy Days” applicator’s design geometry and material – soft, transparent and flexible – is thoughtfully designed for clean, comfortable, elegant and fun usage that enhances the consumer experience with a unique tactile sensation and provides perfect make-up results.  In addition, a flexible wiper is designed to permit easy and efficient application.

Available for a selection of Rexam stock products and fully customizable as well, the Glossy Days collection will be refreshed every nine months.

“The Glossy Days launch demonstrates our customer orientation,” said Pauline Uhlen.  “The development of this collection will help our customers energize their lip gloss offerings, create novelty and stimulate purchase.   It enhances the consumer experience while maintaining the basic benefits of an applicator – even and precise application.

As for the company’s Innovation Center, Uhlen added, “Our Buffalo Grove facility will continue to help us identify marketplace opportunities, while our international teams – from France to Shanghai – provide the sales, technical and logistical support to enable today’s brand owners to distance themselves from the competition,” Uhlen said.