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Industry buzz

Premium fragrance packaging for Avon

Avon has selected Rexam XD-11 pump for the three new fragrances of its Mark beauty and fashion trend brand: Celebrate, Rio Bikini and Rio Rhythms.

According to Rexam, Avon’s choice of their fine mist pump is another example of the importance of premiumization in fragrance packaging.

Indeed, with its neutral and ultra-low profile actuator and its reduced diameter of the nozzle, Rexam’s XD-11pump is considered an industry reference for brands in the high-end market segment. Its selection by Avon illustrates the upward trend of quality standards in mass and masstige applications.

This is the fifth in a series of recent collaborations between Rexam and Avon, a leading global beauty company and the world’s largest direct seller. “Our partnerships with Avon since 2007 have included work in make-up, skin care products and other high-profile launches,” says Carole Grassi, Category Manager, Cosmetics, Rexam Personal Care Division. “Our role as global supplier has helped the company as it creates increasingly sophisticated personal care products to its audience of savvy consumers.

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