Rexam unveils new Innovation Center at Buffalo Grove

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For the latest worldwide launch of Color Riche Anti-Aging Serum lipsticks, long-time customer L’Oreal Paris again selected Rexam Personal Care, this time for the supplier’s laser technology-based packaging solution that shows off the product’s dual formula composition and provides enhanced production- and cost-efficiencies.

The one-stop global supplier developed a sophisticated shade-evident design based upon fully-automatic, high-speed laser techniques that allows a large, crisply-defined, crystal-clear window. Rexam’s 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 Cosmetic 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.

“Once again, we were chosen to collaborate, as the global supplier, with L’Oreal Paris, for this important lipstick launch,” said Pauline Uhlen. “Our technological problem-solving capabilities and expertise as a one-stop, global supplier resulted in an efficient solution that reduced the number of parts needed. Our recommendations reduced costs – and helped create an eye-catching package.”

Centrally-located facility in suburban Chicago encourages customer collaboration
The new Innovation Center launched by the Rexam Personal Care Division on February 9, is the latest example of the firm’s ongoing commitment to customer success through the growth of long-term business partnerships.

The Center’s central location, just minutes from Chicago’s O’Hare International Airport, further encourages customer collaboration on global packaging solutions that build brands and bottom lines. From product development to retail display, the new Buffalo Grove facility represents the value Rexam brings to its customer relationships and underscores the company’s dedication to innovation.

“Innovation is the lifeblood of our business,” said Misha Riveros-Jacobson, Managing Director, Rexam Personal Care Division, at the opening day ribbon-cutting ceremony. “In combination with our market-facing organizational structure, our focus on innovation remains a key strategic driver for our company and a reason the world’s biggest and best consumer brand owners come to us to help build their businesses.”

Added Eric Soubeiran, the Division’s Marketing & Innovation Director, “Innovation drives our industry, now more than ever, given the volume of new product introductions, accelerated retail consolidation and the challenging economic environment consumers face. There are those in our industry who believe that, in difficult times, the prudent approach is to cut budgets on innovation. This is antithetical to our approach,” he said.

The new Innovation Center is headed by Jill McCurdy, Director of Innovation, Rexam Personal Care Division. According to McCurdy, understanding customers and consumers is the heart and soul of what the new Center is all about. “And it’s important to understand that ‘innovation’ means many things: a new formulation, a twist on an existing product, or a transformational, all-new, product,” she said. “Whether it’s a new formulation, the smoothness of a lipstick mechanism or the quality of a closing click feature or package material, our approach is to work with our customers to develop new products and processes, through the prism of consumer ethnographic and anthropologic factors.

“Our rigorous approach to understanding customer and consumer drivers enables us to indentify and exploit new marketplace opportunities,” she said. “Further, what’s being done at Buffalo Grove is a scalable process – this new facility can be rolled out to other Rexam Innovation Centers, worldwide.”

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