Lipstick Maker Chooses New Rexam Lips So Soft

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 new softer, and complex, formulations.

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 new softer, and complex, formulations. For its European launch, Aromca’s Erre Due brand is using the Lips So Soft lipstick, the latest member of the Rexam11mm airtight stock family that already includes the worldwide best-selling DK1181 and DK1182. Airtight and featuring a guided mechanism, the Lips So Soft 11mm is crafted to handle complex formulations with active ingredients and less structural rigidity used in response to consumer demand for long-lasting, moisturizing lipsticks with super color shine.  

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,” said 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 unique 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. Erre Due is a leading mass market make up brand and the first in the Aromca portfolio, first launched in 1983.  The formulation and filling was handled by Intercos, a global color cosmetics leader.  Lips So Soft is also used in the Asia Pacific market.

Source: Rexam