You may or may not have experienced it. The fact is, it obviously exists - the Axe Effect.
In any case the survey shows that 87% of Germans are familiar with the Axe Effect and that just under one third of women aged 16 to 28 admit to having experienced it once. Results of two research studies (conducted in 2007 and 2010) have shown that fragrances in contrast to other sensory perception directly impact the emotional centre, briefly "switch off" control over thoughts and can cause an emotional reaction*. This confirms the product claim developed by its producer Unilever a long time ago - "Axe. The scent that provokes Women / How dirty boys get clean" i.e. that men with an appealing scent are more appealing to women. Since launching the men's care series Axe (sold as Lynx in the UK, Ireland and Australia) in the early 1980s Unilever has caused a stir with its entertaining, sometimes provocative and multiple-award winning campaigns and TV commercials.
Product packaging also plays quite a prominent role in brand image since it aims to enhance the core product claim. In this Unilever project Weener acts as a co-converter and partner and was heavily involved in the development of the Axe press top. Since 2010 the two-piece cap has been manufactured by Weener's subsidiary Weener Plastics Inc. based in Wilson, NC in the USA.
The special characteristic of the manufacturing process for the cap is the in-mould assembly of the two cap components – usually this is done in a downstream production process outside the mould. This technology saves one complete processing step and is therefore especially efficient and economical. However, it also makes very high demands on the injection moulding process because both components (top body and operating element) must be precisely tuned to each other for clean and smooth assembly – because this will also have an impact on the tightness of the seal as a whole. The two development partners also took an extremely cautious approach to the material selection for the two components making sure that production continues to run smoothly.
The design features the familiar striking, rich details and perfectly matches the look and feel of the bottle. The press-top components are matt black for the body and matt/shiny grey for the operating part.
Currently 12 fragrances are available that hit the scene with unusual ingredients such as chocolate or leather essences designed to beguile the ladies. To this end product developers have always cooperated with leading international perfume makers.
The new Axe Excite: tempts even angels…
Some 90 advertising campaigns have been launched since Axe was introduced to the market. The current campaign for the new fragrance "Excite" offers a "heavenly date" with an angel in the form of an attractive young lady, in conjunction with exciting entertainment at a great location (casino, Formula 1, boxing and always as a VIP guest). What man could resist that…
Successful launch for premium cosmetics with CosmoTop tube closures
Visual quality, sustainability and convenient handling is why renowned brand owners have chosen Weener's new CosmoTop tube closures. The alluring dispensing closures combine weight reduction with proven consumer benefits whilst giving the package an attractive look. CosmoTop lines stand for upmarket tube closures and benefit from two lid design options.
Weener Plastics presents new corporate identity, HQ and name
Weener Plastics is strengthening its well-established position as a strong, competent and reliable full service global supplier of innovative plastic packaging solutions. Therefore, it is implementing a new corporate identity, the HQ is being relocated and several name changes are being executed.
Weener acquires Brazilian molding activities
Weener Plastic Packaging Group (WPPG) has acquired the shares of its joint venture partner Globalpack and currently owns 100% of Weener Globalpack Indústria Plástica Ltda in Jaraguá, São Paulo, Brazil. The plant produces plastic packaging components for deodorants and antiperspirants. The company has been renamed and will operate as Weener Indústria Plástica Ltda from now on.
CosmoTop tube closures, a new level of quality and appearance
In recognition of market demands for innovative and superior quality tubes closures, Weener has developed a family of attractive tube closures called CosmoTop. These are available in several diameters, designs and surface finishes. Various smart features with additional consumer benefits were incorporated in this development.
3i invests €250m in Weener Plastic Packaging Group
3i Group plc (3i), the international investment manager, has agreed to invest approximately €250 million (c. £183million) in Weener Plastic Packaging Group, a leading manufacturer of innovative plastic packaging systems for the world’s leading FMCG companies and private label manufacturers. The former shareholder, Lindsay Goldberg Vogel, has sold its stake in WPPG.
Weener expands operations in the Netherlands
Weener Plastic Packaging Group (WPPG) has expanded its production activities in the Netherlands. The facility in Ede – Plasticum Netherlands, part of WPPG since June 2013 – has almost doubled its operations with the annexation of its 4,400m2 neighbour building. A newly built corridor connects the two buildings, resulting in a total space of 11,000m2.
Weener launches its new corporate website
Weener has launched its new corporate website - www.wppg.com. Plasticum - part of the Weener Plastic Packaging Group since June, 2013 - has been integrated into the new site. The fully redesigned website has a contemporary look and feel, and much more user-friendly navigation, following the latest world wide web web standards. The new site reflects the company's focused strategy and the capabilities to meet today's customer needs.
New cream cheese package for Hochland developed by Weener Plastic Russia
Hochland, the leading expert for cheese products in Europe, has recently launched a new range of cream cheese products. Being a valued supplier for many years, Weener Plastic Russia was awarded the job to design and develop the complete new packaging range. The packaging is functional and appealing. The jars and lids are injection moulded while decorated with an In-Mould-Label and have been optimized to offer a stable and sound filling process on high speed filling lines.
Weener Plastic Packaging Group inspires with a cost-effective dosing system
The Weener Plastic Packaging Group has developed a new patented cost-effective dosing system: the Pure Dispense technology. The applied membrane is a sustainable solution for an accurate and controlled dispense of various formulations, thanks to the efficient and direct movement of the membrane when squeezing the tube or bottle. It is particularly suitable for personal care solutions, such as creams, gels and lotions.
Nutri-Line: Innovative lids and scoops for enhanced hygiene and comfort
Weener Plastics has developed the Nutri-Line, a new total packaging concept for a safe and hygienic dosing of infant formula which benefits a patented tamper-proof indicator. The Nutri-Line features a hinged lid with a convenient grip for easy opening and closing, and an integrated stackable scoop.
Weener Plastic Packaging Group acquires 100% of Weener Empire Plastics Ltd
After being a minority shareholder for 8 years, the Weener group, a German based globally active corporation, has acquired the remaining shares of the Mumbai headquartered Weener Empire Plastics Ltd for an undisclosed amount. The deal includes 7 factories across India.
The integration of Weener and Plasticum
In order to support customers internationally even better in the future and expand Weener's market position, the Weener Plastic Packaging Group will restructure: The Dutch Plasticum Group B.V. with its 300 employees and four European production facilities will be integrated into the Weener Plastic Packaging Group as a subsidiary.
Weener Plastic Packaging Group strengthens its market position
To fully exploit the considerable international potential in the personal care, food and beverage, home care, chemical, and pharmaceutical packaging markets, Weener Plastic Packaging Group located in Weener (Lower Saxony) has restructured. Plasticum Group B.V. of the Netherlands, with its 300 employees and four European plants, will be integrated into the Weener Plastic Packaging Group.
Lindsay Goldberg acquires Plasticum Group B.V.
Private equity firm Lindsay Goldberg LLC, New York, in Central Europe represented by Lindsay Goldberg Vogel GmbH, has acquired Plasticum Group B.V., the Netherlands. The Competition Authorities have already approved the acquisition, that has been fully financed with own equity capital.
Sunshine, Plasticum’s revolutionary 65 mm over cap
Plasticum, market leader in aerosol caps, recognizes the market need for high quality, cost-efficient and eco-friendly products. Therefore Plasticum has developed Sunshine, a lightweight 65 mm over cap for ambitious customers in the technical aerosol market. Sunshine is unique and distinguishes itself from the competition as it offers several benefits to efficiency on the line, during packing, and throughout delivery.
Revlon adopts Plasticum’s spray actuator Jessica
Revlon, a renowned global A-brand in the cosmetics market, has chosen Plasticum’s Jessica for their successful brand Charlie. This integrated spray actuator has been adopted for the aerosol body fragrances, fitting into the company’s vision of “glamour, excitement and innovation through high-quality products at affordable prices”.
Added aromas for beverages are in fashion: Flavour is in vogue
Within a very short time, new beverage additives have turned into a real lifestyle product. This development is another manifestation of the global trend toward increasing personalization, where we adapt the products we use to our own preferences and wishes. On behalf of a US manufacturer, Weener has recently started to produce a complete package for such added flavours.
Plasticum introduces Spray Cap Jill
Plasticum extends its range of horizontal spray caps with Jill, wich is fitted with Plasticum’s patented Integrated Spray technology, integrating the actuator and insert. Plasticum's technology offers the flexibility to handle various formulations and to obtain different spray patterns, depending on the required effect.
Plasticum launches an oval valve closure with double TE
Plasticum has extended its valve closure range with a new oval closure fitted with two tamper evident functions. This closure has been designed for food and personal care applications. It is offered in two neck sizes: snap-on 25 mm and snap-on 27 mm.
Plasticum Group launches new corporate website
Plasticum has announce the launch of its new corporate website www.plasticumgroup.com. The completely re-designed site has a fresh look and feel and user-friendly navigation. It reflects the company's strategy and shows the latest innovations and developments to meet customer needs.
KMS California again in the salons with innovative new packaging design
Weener has produced the press-top cap for the KPSS-Kao Professional line of KMS California hair care products. The innovative (and for this product segment, entirely new) soft-touch surfaces plus an improved cap are what characterise the KMS California product range.
Lipstick: An instrument of seduction and a stable commodity
For the direct sales of its products renowned Swedish cosmetics supplier Oriflame uses trial size lipsticks to a large extent. For over 40 years now the company has developed cosmetics using pure and natural ingredients from selected plant and herbal extracts. Weener has already been working globally in the field of plastic packaging as an Oriflame partner for a long time, and has now also been enlisted to produce lipstick samplers.
Plasticum acquires BRC accreditation
Plasticum Norwich Ltd has recently been awarded the British Retail Consortium (BRC) accreditation for Packaging and Packaging Materials – issue 4. The production plant in North Walsham (UK) has gained the "A-level", which is the highest level. The accreditation enables Plasticum to expand and further develop its business into products that have contact with food.
Weener Mexico produces complete packaging for Nivea roll-on
For many years Weener has been supplying Beiersdorf worldwide with various packaging solutions as a partner in the development of a large number of innovative projects. Now, Weener has developed a full packaging solution for Nivea's Deo roll-on for men, featuring a precisely coordinated fitment offering a guarantee of air-tight packaging.
Weener develops new closure for shower products from Colgate-Palmolive
Summer, sunshine, a holiday feel… "Tahiti" shower products still conjure up images like this for many consumers ever since the French product launch in the 70s with a TV spot showing a young woman taking a shower in a warm tropical rain. The compact bottle, with its spout cap that can be opened with one hand, has been a distinctive feature of the "Tahiti" packaging since then.
Dove VisibleCare cap comes care of Weener
It has taken Unilever experts over ten years of in-depth research to be satisfied with the results and to feel comfortable with launching their new NutriumMoisture™ technology. Now it is an essential ingredient of the Dove VisibleCare™ shower cream series. The packaging unit is upside down and entails especially high requirements for the injection moulding process since tightness must be ensured throughout the entire life cycle of the container.
New jar concepts for luxury care products
In addition to its actual function (to protect the product) packaging also obviously provides important statements about the product it contains. For this reason, many suppliers use high-quality jars for their skin and hair care products. While consumers value the appealing appearance, they are skeptical about classic glass jars in daily use due to their fragility. Nobody likes glass breakage. Weener now offers three jar concepts that fulfill all demands on appearance and functionality.
- Jo Webb
- Brand Launch
- Created 24 JUN 2011
- Modified 11 AUG 2015
- Hits 1323