New sampling solution anticipates increased “on-the-go” product usage fragrance as a “fashion accessory”.

Here is a fun to use, brand-building, mini-sprayer that allows consumers to experience their favorite scents anytime and anywhere - it can be quickly attached to a mobile phone, handbag or backpack, belt, belt loop or key ring.

The Sof’Cell was shown for the first time at Cosmoprof Bologna 2008, April 10-14.

Importantly, the Sof’Cell – available as either a sampler or a one-time kit – is designed to help build brand awareness and strengthen consumer loyalty. “Rexam has particularly strong expertise in creating comprehensive sampler programs that are original, cost-effective, encourage consumer trial and repurchase and create value for our customer,” said Severine Bourguinat-Chalchat, Rexam Personal Care Product Manager - Samplers. “With Sof’Cell, the world’s most desirable fragrances can now truly become a wearable fashion accessory.”

Attuned to evolving marketplace needs, and the latest social mega-trends, Rexam anticipate the further growth of nomadism. “Time is tight, life is rushed, and our consumers use their products ‘on-the-go.’” said Bourguinat-Chalchat. “Consumers enjoy belonging to a ‘community’- and part of that is displaying one’s brand preference. Their understanding of the global consumer environment and ability to work as a team with their customers results in fascinating, and highly successful, new product packaging that create in-store excitement.”

The Sof’Cell is a delight for consumers to use, as well as easy to carry. The 1 ml bottle and choice of spray (Minimist® and Sofistic ‘s®) or applicator (Sof’n’Touch) securely attaches – and yet easily detaches - to personal effects with a handy lace and cork. Further, Sof’Cell is designed for high-speed assembly and filling, for the ultimate in production efficiency.