For its European launch, Erre Due, the mass market brand of Greek cosmetics distributor Aromca, is using the Lips So Soft lipstick, the latest member of the Rexam 11mm 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 now used in response to consumer demand for long-lasting, moisturizing lipsticks with super colour 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.
“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,” said Pauline Uhlen, Product Manager – Color Cosmetics, Rexam Personal Care.
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 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 a proportion just slightly slimmer than the traditional lipstick, for a fashionably sleek look and feel.
