For the repack of Natura’s make-up Aquarela line, Rexam used innovative material and decoration techniques with the aim to enhance the appeal of the Brasilian cosmetics giant’s brand.
The main goal was to address the Brazilian demand for ever-increasing levels of package sophistication. Natura therefore asked Rexam a full-line repack for its Aquarela make-up brand’s lipsticks and compacts.
Developed in conjunction with Natura at Rexam’s Jundiai facility, the packaging solution includes sophisticated use of PMMA on the compact covers, silk screening on the lipstick mechanism’s sleeve and further customization of a WPC (wood plastic composite) formula that renders the wood particulates visible and appealing and allows injection flow.
The new Aquarela line is inspired by Brazilian handworks (lace-trimmings and embroideries). This concept is reflected on the new packages that feature more brightness and transparency thanks to the use of thick walls injected in PMMA. New packages also gained a lace/flower shape decoration, currently a popular design element. On the lipstick, this concept was possible by using a silk screening decoration on the mechanism’s metal sleeve. On the compacts, it was possible by using an in mould relief decoration. Lipsticks and compacts bases are injected in WPC, a mixture of synthetic material (polypropylene), organic material (wood) and pearlized masterbatch, resulting in an interesting effect, thanks to the rustic aspects of the wood and the sophistication look of the pearl effect.
