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Packaging & design

Pulvorex launches “Lipress”

The Pulvorex company launched a few weeks ago a brand new product, “Lipress”, a “flat shaped” lipstick that works! “Lipress” comes in the form of a sample sachet that is pressed between both lips to transfer the lipstick. Explanations by Gérard Sannier, Pulvorex.

Premium Beauty News - In terms of lipstick samples, what were your findings?

Gérard Sannier - Concerning “Lipress” the aim was not just to offer a sample but more to offer a new product which is easy to carry around in one’s hand bag, but also quite conveniently in one’s pocket, enabling to easily put some lipstick on, in any circumstances of modern life. But nowadays we can only observe, that the current forms of lipstick packaging don’t allow this. In our case, with “Lipress” It’s really is a ultra slim lipstick that works!

Premium Beauty News - How do you actually applied?
Gérard Sannier - It’s very simple in fact! Just place “Lipress” between your lips and press on it while moving it up and down at the same time. It can be used from three to ten times and can be conditioned in boxes in quantities of 10, 20 or 50. And each “Lipress” has its colour reference for re-purchase. Of course, to enable a uniform coverage on the lips, the flexibility of the “Lipress” sample is essential. A lack of flexibility would put the lips out of shape and too much flexibility would not make it possible to cover them. It is of course patented at the European level. The model is therefore protected, the trademark was registered and internet domain names were registered too.

Premium Beauty News - Actually, what are its main advantages?
Gérard Sannier - For the consumer, it is easy to apply without needing to use a mirror. It is flat and small and can therefore be taken along without needing a handbag. You can change the colours at any time and easily. It is hygienic for pre purchase tests/trials. Finally it is very price competitive. For brands, it enables of course the promotion of lipsticks in magazines. It can only generate a high purchase rate. It offers many communication options and its brand potential is high. Its innovative presentation will help attract new customers and will offer brands a real competitive edge on the marketplace.

Premium Beauty News - In fact, just don’t forget to slip in your pocket and you’re all set for the day!
Gérard Sannier - Exactly! Each “Lipress” consists of a resealable unit packaging. And because it is extra slim, it can be inserted in a magazine like a promotional sample. Its shape and printable surface offer a very broad space for communication with the consumer.

Interview by Jean-Yves Bourgeois

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