For its European launch, Aromca Cosmetics’ Erre Due brand is using the Lips So Soft lipstick, the latest member of the Rexam (www.rexam.com/personalcare) 11mm airtight stock family that features a guided mechanism. The Lips So Soft 11mm is crafted to handle complex formulations with active ingredients and less structural rigidity that is now used in response to consumer demand for long-lasting, moisturizing lipsticks with super color shine.
The selection of the new Rexam Lips So Soft 11mm airtight lipstick launched this spring—an advanced solution that represents the company’s leadership in color cosmetics packaging—underscores the need for designs that can handle today’s softer and complex formulations. The slanted 11mm sleeve protects lipsticks with active ingredients that require guidance, and that are easily marred on top by lesser designs. Use of ABS protects silicone or isododecane-based formulas, and a protective ring ensures an airtight fit that prevents the product from drying, or becoming too moist.
“Our design for the new Lips So Soft 11mm airtight lipstick again demonstrates our leadership in lipsticks,” says Pauline Uhlen, product manager, color cosmetics, Rexam Personal Care. “With this addition to our airtight stock lipstick range, we offer airtight functionality, protection of softer formulations, ergonomics that attract a wide variety of consumers and new levels of retail display appeal.”
In addition to these benefits, the specialized shape of the Rexam Lips So Soft offers retailers added convenience, in terms of on-shelf display functionality. The gentle and appealing angles of its form keep the product in-place (notably in blisters) and yet allow easy consumer access to the product in the retail environment. Further, the design is comfortable to hold, ensures a positive closure and presents an elegant proportion just slightly slimmer than the traditional lipstick, for a fashionably sleek look and feel.
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For its European launch, Aromca Cosmetics’ Erre Due brand is using the Lips So Soft lipstick, the latest member of the Rexam (www.rexam.com/personalcare) 11mm airtight stock family that features a guided mechanism. The Lips So Soft 11mm is crafted to handle complex formulations with active ingredients and less structural rigidity that is now used in response to consumer demand for long-lasting, moisturizing lipsticks with super color shine. 
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