Innovative packaging technology protects formulations with airless dispensers

Rexam's design, development and manufacture of airless dispensing tubes, powered by the soft-actuating SP343 lotion pump, is helping to protect fragile formulations and build prestige brands in a wide range of fast-growing market segments, including men's personal care and sun care.

For L'Oreal's Biotherm Homme, Rexam supplies the complete, formulation protecting, airless package for the new Force Supreme Neutralizer, a daily anti-wrinkle moisturizer for men. Coty's Lancaster brand recently introduced two new formulations using the Rexam airless packaging – Lancaster Sun Sport Easy On Gel in SPF20 and Lancaster Sun Men's Anti-Sunburn Dry Touch Gel SPF30.

The Rexam airless packaging is pre-assembled and shipped as a single pump and tube, for simplified high-speed filling, according to Virginie Lemeunier, Product Manager – Lotion, Rexam Personal Care division. CTL provides the dispenser tubes for the Biotherm product, while Linhardt is the tube supplier for Lancaster. "We anticipate further use of this airless combination in upscale product launches in segments such as men's facial care and sun care," Lemeunier said. "The consumer of prestige brands appreciates the enhanced experience – it is cleaner, easier, with precise dosage, complete evacuation and 360-degree application."

Decoration options help communicate brand attributes: the Biotherm Homme product is fitted with a metal collar, for a sleek, sophisticated look.

The Lancaster SPF products are designed with the bright colors perfect for outdoor usage.

In both cases, Rexam's SP343 provides the ultra-smooth application. This pump is widely regarded as an ideal choice for demanding applications, since it is engineered to handle viscous creams and is available in a variety of materials for optimal application flexibility. Versatile and elegant, the SP343 has no pre-compression and can be actuated by even the lightest touch.

Both customers are iconic innovators and leaders in the global beauty market. Coty Inc., created in 1904, is the world's largest fragrance company, with annual sales of $4 billion, from sales in 90 countries. Lancaster is part of the Coty Prestige Brand portfolio, which includes Calvin Klein, Chopard, Davidoff, Marc Jacobs and other international favorites.

L'Oreal, with a century of expertise, reported annual sales of ?17.5 billion in 2008, from 23 global brands selling in 130 countries. Biotherm Homme, part of the L'Oreal luxury product group that includes Lancôme, Georgio Armani, Ralph Lauren and Cacharel, is a pioneer and expert in anti-aging skin care products for men.