The oldest deodorant brand in the world is looking to the future: following a fundamental revamp MUM presents itself not only with a redeveloped formula but also in a thoroughly refreshing manner with an innovative glass design. At Luxe Pack 2006 in Monaco, Gerresheimer is displaying the latest generation of the legendary roll-on deodorant - today manufactured by the Swiss cosmetics company Doetsch Grether - in classically styled containers based on clear and black glass (24 to 27 October / Halle Ravel, Stand RC 14).

MUM made cosmetics history. The brand goes back all the way to 1888 when it was marketed in Philadelphia/USA as the first deodorant ever, initially packaged in small tin cans. With the help of a revolutionary packaging system it later - in 1952 - established the category of roll-on deodorants. Even after decades of change the principle still enjoys great popularity although there is now no resemblance to the simple applicator of the fifties: innovative glass design characterises the revival of the brand, which has visibly regained its earlier dynamism.

"We are proud to participate in this relaunch," says Burkhard Lingenberg, Director of Corporate PR and Marketing for the Gerresheimer Group: "The design is a great success." The shape is original and unmistakeable: slim yet with a powerful and compact effect, creating a lively yet balanced impression. A certain top-heaviness gives the little container an immediately charm; the high waist from which the silhouette widens in a light downward swing gives a strong invitation to pick it up. Anyone who does so is immediately rewarded: MUM now feels incredibly good in the hand.

Enormous style is given to the design by the clever texturing of the glass, in which traditional shapes dissolve. The body forms a plastic wave rising up steeply on both sides and swinging down to the base on the front and back. And within the crests and troughs the glass displays a partial inwards inclination: to the left and right its draws back in an upward direction and on the front and back in a downward direction. The clever design is set off to perfection by the clear glass used for five magical MUM variants distinguished by caps and printing in different colours, and even the black glass used for the sixth product exudes refreshing energy.