Rexam LPP Fragrance Pump Selected For New Michael Jordan Legend

The recent selection of Rexam’s LPP fragrance pump for Five Star Fragrance’s Michael Jordan Legend Eau de Cologne is another example of the worldwide trend towards premiumization of packaging in mass brands throughout the world. The LPP is a worldwide favorite from the global market leader in fragrance pumps.

The recent selection of Rexam’s LPP fragrance pump for Five Star Fragrance’s Michael Jordan Legend Eau de Cologne is another example of the worldwide trend towards premiumization of packaging in mass brands throughout the world. The LPP is a worldwide favorite from the global market leader in fragrance pumps. It features a low profile design engineered to open package design possibilities and shaped to fit virtually all bottles. For the Michael Jordan fragrance, Five Star (a division of Perfumania Holdings) selected a 70µl dosage with crimp attachment, in anodized black. “The Rexam packaging solution opens new design opportunities for us,” said Erin Dengeles, Creative Director for the brand. “We knew it would work and we were correct – we sold-through in a matter of weeks and we expect distribution to expand.”

The fragrance, named after basketball superstar Michael Jordan, was initially sold in Sports Authority stores and in Perfumania’s branded outlets. The Rexam LPP has won awards for excellence, due to its versatility and ease of assembly. It is manufactured as a full kit, with collar and assembled actuator, and available in both crimp and The Crimpless System®, in dosages from 70µl to 140µl. “Premiumization is changing the way innovation finds its way into the marketplace,” said Carole Grassi, Category Manager, Cosmetics, Rexam Personal Care Division. “Prestige products used to drive all the packaging innovation but these days, mass and masstige brands offer more full-featured packaging than ever, delighting consumers and pushing the prestige brands to innovate still further.”

Source: Rexam