L’Oreal Paris has sharpened its edge on color cosmetics, selecting Rexam Personal Care for the latest worldwide launch of Color Riche Anti-Aging Serum lipsticks. Shelf impact is added thanks to the supplier’s laser technology-based packaging solution that shows off the product’s dual formula composition and provides enhanced production- and cost-efficiencies.

Rexam developed a sophisticated shade-evident design, based upon fully automatic, high-speed laser techniques, that allows a large, crisply defined, crystal-clear window. The laser solution actually reduced the number of parts to be assembled, while permitting immediate visualization of this dual-formula, hydrating, and anti-aging product. Proposed by Rexam to its customer, the high-volume, worldwide assignment is handled exclusively by the company’s Asia facility, which has the cutting-edge production skills to create such a large-surfaced precision “window.”

“The challenge was to let consumers see the dual-formulation—the external color and the anti-aging insert, within the lipstick itself,” said Pauline Uhlen, product manager, color cosmetics of Rexam Personal Care division. “The result of our work is an exciting, bold product with both startling on-shelf appeal and enhanced production efficiencies.”

In addition to its enhanced visual appeal—thanks to the precision, shade-evident design—the Rexam packaging solution permitted the lipstick cover to be created with only one piece, rather than two, for greater efficiency using traditional assembly processes. Cap, ring and base are ABS and metalized, for optimal retail visibility.