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Rexam creates a new gesture for Guerlain’s Rouge Automatique

Following KissKiss and Rouge G, two creations that have become icons, Guerlain has launched a modern reinterpretation of the 1936 Rouge Automatique found in the archives of company.

The primary advantage of 21st century incarnation of the lipstick is the “one hand” opening system. Indeed, Rouge Automatique features a specially designed push-button mechanism that ensures and easy and secured up-and-down glide of the product throughout the range of operation. It is Rexam, the global market leader in the design and manufacture of lipstick mechanisms that developed this specific design to answer Guerlain’s request to recreate the mechanical gesture of its first lipstick.

In addition, the new Guerlain lipstick benefits from Rexam’s expertise in metal forming, assembly and decoration. An elegant and uncluttered design, featuring a gold anodized aluminum case, is carefully matched to the metalized ABS button and shutter.

Inside, two polystyrene (PS choc) parts are assembled to contain a thin strip made of polyoxymethylene (POM) that incorporates the 12mm cup that holds the lipstick itself. The cup, engraved with the Guerlain logo, is visible upon opening the lipstick. A weighted base provides the tactile sense of quality necessary in such prestige beauty products.

Rexam’s facility in Annecy (France) handled all metal work operations and assembly on Rouge Automatique, while the company’s other French site in Simandre completed the injection of the interior plastic parts.

In 1870 already, Guerlain was launching Ne m’oubliez pas, the first “stick” lipstick made of wax, and featuring a unique “push-up” mechanism.

© 2011 - Premium Beauty News - www.premiumbeautynews.com
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