…Flawless, crystal effect created by cutting-edge laser capability…

Thomaston, Suresnes, March 2010 - WorldPressOnline First Call -For the latest worldwide launch of Color Riche Anti-Aging Serum lipsticks, long-time customer L’Oreal Paris again selected Rexam Personal Care, this time for the supplier’s laser technology-based packaging solution that shows off the product’s dual formula composition and provides enhanced production- and cost-efficiencies.

The one-stop global supplier developed a sophisticated shade-evident design based upon fully-automatic, high-speed laser techniques that allows a large, crisply-defined, crystal-clear window. Rexam’s laser solution actually reduced the number of parts to be assembled, while permitting immediate visualization of this dual-formula, hydrating, and anti-aging product. Proposed by Rexam to its customer, the high-volume, worldwide assignment is handled exclusively by the company’s Asia facility, which has the cutting-edge production skills to create such a large-surfaced precision “window.”

“The challenge was to let consumers see the dual-formulation – the external color and the anti-aging insert, within the lipstick itself,” said Pauline Uhlen, Product Manager, Color Cosmetic of Rexam Personal Care division. “The result of our work is an exciting, bold product with both startling on-shelf appeal and enhanced production efficiencies.”

In addition to its enhanced visual appeal – thanks to the precision, shade-evident design -- the Rexam packaging solution permitted the lipstick cover to be created with only one piece, rather than two, for greater efficiency using traditional assembly processes. Cap, ring and base are ABS and metalized, for optimal retail visibility.

“Once again, we were chosen to collaborate, as the global supplier, with L’Oreal Paris, for this important lipstick launch,” said Pauline Uhlen. “Our technological problem-solving capabilities and expertise as a one-stop, global supplier resulted in an efficient solution that reduced the number of parts needed. Our recommendations reduced costs – and helped create an eye-catching package.”

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About Rexam Personal Care Division
Formed in 2007, the Rexam Personal Care Division is a leading supplier of advanced packaging solutions with unsurpassed global capabilities that attract the world’s most innovative, demanding and respected beauty, personal care and home product manufacturers. It is one of three divisions that share powerful product commonalities under the Rexam Plastic Packaging umbrella.

The Rexam Personal Care Division offers its customers enhanced one-stop supplier capability and industry-leading customer service and product innovation capability. The Division is organized around 3 specific markets: Cosmetics, Toiletries and Household Care. Internal efficiencies are enhanced through sharing of company assets, resources, technologies and best practices.

The Division is among the market leaders in fragrance pumps, lotion pumps and cosmetic closures, and is the industry leader in samplers and one-touch, mechanical foam dispensers. We also lead the world in lipstick packaging and we are second in makeup cases. We are also the leading household care producer of custom and high-volume products, with special expertise in innovative package design and engineering, multi-shot molding, in-mold labeling and a full range of value-added capabilities for the global custom injection molding business.

The Rexam Personal Care Division’s customers includes signature brands such as P&G, L’Oreal, YSL, LVMH, Unilever and many others, throughout the Americas, Europe and Asia. It is a powerful worldwide provider of packaging solutions that builds brands and delivers enhanced bottom lines in the process.

About Rexam
Rexam is a leading global consumer packaging company and the largest beverage can maker in the world. Our vision is to be the leading global consumer packaging company.

We are business partners to some of the world’s most famous and successful consumer brands as well as young, entrepreneurial start-ups. We offer a broad range of packaging services and solutions for different industries, using different materials and technologies. Three things characterise us - leadership in our industry, our commitment to innovation and our passion to deliver exceptional value.

Following the acquisition of O-I Plastics, Rexam’s sales from ongoing operations are approximately £4.8 billion. We employ some 22,000 people in more than 20 countries and are a member of the FTSE 100. Rexam’s ordinary shares are listed with the UK Listing Authority and trade on the London Stock Exchange under the symbol REX. For further information on Rexam, visit www.rexam.com

Contact:
Rexam Personal Care
Martin Kleinman, PR consultant: +1-718-398-4009
mkleinman@nyc.rr.com
www.rexam.com/personalcare