Targeted to the young, urban male, the HUGO BOSS package utilizes Rexam’s Snap In® SP8 pump mechanism to accommodate the very low neck on the bottle’s squat profile, designed to resemble a battery. A complex spray-through actuator assembly activates the spray, but with no movement of the insert. The scent’s ‘hip’ package is completed with a striking red plastic tube or cylinder submerged into the product to hide the traditional dip tube and pump mechanism.

“This innovation for the P&G package is yet another example of how a challenging creative concept can become a reality through Rexam’s technical expertise and superior engineering and a very efficient coordination between Rexam and three other partners – glass, metal, injector molder – selected for this project,” said Eric Desmaris. Marketing Manger at Rexam Dispensing Systems.