Renowned makeup artist Max Herlant will now help guide packaging and product development for Rexam’s Personal Care Division, according to Pauline Uhlen, Rexam’s product manager-color cosmetics. The alliance was designed to create breakthrough makeup packaging that anticipates market trends. According to Carole Grassi, the division’s category manager-cosmetics, Herlant will work with Rexam experts in the conceptualization and evaluation of new shapes, features, gestures and more, particularly as they relate to products for the lips. Herlant is renowned for his understanding of the art of makeup, and the interrelationship between the consumer, the gesture, the product and brand.