Following the success of the double-tipped Superstay lipstick, comprising a moisturising lip balm and liquid lipstick, Rexam is continuing their partnership with Gemey Maybelline, using the same concept of applying colour in two steps.

This time the concept is being applied to a lip gloss. This product is designed for use in two phases: firstly, the application of colour, with the flocked tip, and then, after drying, the transparent gloss, with the brush, creating a shiny effect. The result is a colour that remains on the lips for 12 hours: “Super shine, super long-lasting!”.

Drawing on the success of the Superstay lipstick, produced by Rexam Make Up, part of Rexam’s Personal Care Division, the aim was to maintain the concept of the double-tip and to adapt it to a gloss, for application in two phases. This original concept, designed to make consumer’s lives easier, responds to today’s modern on-the-go lifestyle.

A broad spectrum of knowledge and technology was applied in designing this product. The challenge encompassed surface graphics, assembly and quality requirements for the various parts used in the application of the gloss.

1. The 6-line text to be incorporated on the curved connector, with a limited graphic range constituted a real challenge. To achieve finesse and precision, hot-stamp printing was chosen. The text and the wave motif on the edges of the connector were recreated perfectly.

2. Assembly was also a delicate operation due to the large number of components and the unusual shape of this double-tipped gloss. All Rexam Make Up’s resources and expertise were employed on its various sites.

3. Marketing requirements for the two gloss applicators, the flocked tip and brush, were particularly demanding: a brush which was both flat and silky and met quality tests; a flocked tip which was soft and whose shape worked in harmony with the rest of the product; a stem which would remain clean even when the product reached the flocked tip. This was made possible through the development of a wringer unit, requiring precise industrial fine tuning, allowing a sufficient quantity of gloss to reach the applicator.

Pauline Uhlen, Make Up product manager within the Rexam Personal Care Division emphasises that “with this sophisticated, original and high-performing packaging solution, Rexam has launched a new ‘on-the-go’ product type.” The creation of this original product constitutes a new innovation in gloss application, brought about through Gemey Maybelline’s impetus, once again in association with Rexam.