Rexam single-source supplier capability helps launch Lolita Lempicka’s Si Lolita fragrance

The international launch of designer Lolita Lempicka’s latest fragrance - Si Lolita - was supported by Rexam’s multi-plant, complete packaging solution that includes the company’s XD11 fine mist pump, intricate closure development and Mini-mist® - the latter highlighting the growing importance of mini-products in critical global introductions.

The full-size Si Lolita perfume is fitted with the ultra-low profile XD11 (The Crimpless System®), designed for brand owners competing in the high-end market segment.  The pump’s ergonomically advanced actuator is available in metal or plastic, and in classic or smoothly sculpted designer versions, and combines with the reduced diameter of the nozzle to enhance the pump’s aesthetic and tactile appeal.

The closure for Si Lolita includes two decorated injected pieces made by Rexam.

• One PP gold metalized ring is decorated with a sewed delicate small scarf (supply of the scarf with sewing operation managed by Rexam).
• One gold galvanized ABS stirrup carrying the “Si Lolita” name.

The two assembly parts create a jewel-like look including a three positions system to tip up, back and in front the stirrup. This intricate system allows locking the pump and brings consumer a new gesture.

It is the perfect answer to have a differentiating and innovative packaging on this new launch still in line with the feminine and artistic design of Lolita Lempicka’s perfumes.

The mini-version of the Si Lolita launch is powered by the Rexam Mini-mist®, a worldwide favorite that offers consumers an exacting replication of the full-size product application experience.  Use of mini-products in global fragrance launches helps enhance initial awareness and stimulates trial, especially important in today’s crowded fragrance market.

“The Lolita Lempicka launch is a great example of how we work in partnership with our customers, across our product range, to develop complete dispensing solutions that amplify the brand’s essence,” said Julie Vergnion, Product Manager, for Rexam’s Personal Care Division.  “In this case, our Simandre and Le Treport facilities offered seamless synergy.  And the result is an exciting, bold launch that will excite consumers and lead to sales success.”

In addition to its ultra-low profile, made possible by a unique, miniaturized mechanism concealed within the neck of the bottle, the XD11 incorporates a smooth-operating pre-compression design.  This permits fine, precise atomization and enhances end-user comfort and, thus, overall appeal.  Customers can select either 40- or 60-degree spray angles, to complement fragrance characteristics.

With its complete neutrality, the XD11 pump protects the long-term integrity of the fragrance.  Neutrality is assured by the placement of its external spring, its glass bead and the absence of any elastomer joints.  This prevents the fragrance from contacting the metal parts of the mechanism.

In terms of design flexibility, the XD11 offers a variety of different assemblies, including crimp, screw-cap and TCS (The Crimpless System®) versions.  In addition, the XD-11 fragrance pump is available in three dosages: 70 ml (2.5 fl. oz.), 100 ml (3.5 fl. oz.) and 120 ml (4.25 fl. oz.).