Rexam Personal Care’s 2nd edition of Glossy Days - which adds eight flocked-tip applicators - was unveiled this spring at MakeUp in Paris. The Glossy Days collection is the first significant lip gloss applicator category advance in years.  It was developed with the support of worldwide cross functional teams, including Rexam’s Innovation Center in Chicago, Marketing team in France, and Development team in China and in France. 

The eight new Glossy Days entries are designed to appeal to those consumers who appreciate the benefits of lip make up precision as well as the tactile sensation, but prefer the traditional feel of the softer, flocked tip with doe foot design.  Same as the first edition, which remains available, each of the new flocked applicators has its own unique visual and tactile appeal, for perfect make-up results.  

“Research tells us that consumers continually seek out fresh new applicator experiences, such as new shapes that surprise and delight and new textures that bring tactile sensations,” said Carole Grassi, Category Manager, Cosmetics, Rexam Personal Care Division.  “This additional collection is designed to offer brand owners unsurpassed differentiation and product excitement – and represents the Rexam value proposition that helps our customers succeed.”

Available for a selection of Rexam stock products and fully customizable as well, the Glossy Days collection will continue to be regularly refreshed, as the formulation revolution continues.  “The development of this latest 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,” Grassi said.

As for the company’s Innovation Center, Grassi added, “Our  Chicago Center 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.”