Rexam Sof'Press helps launch new Ted Lapidus fragrances

The recent launch of the Ted Lapidus prestige fragrances White Soul and Black Soul, supported by a comprehensive mini-product program from Rexam – based upon the company’s Sof’Press spray – represents the latest example of strategic use of samplers by a high-end brand.

“Our mini-product programs, such as Sof’Press, offer multiple benefits in an increasingly competitive environment,” said Vinciane Devillers, Junior Product Manager – Mini Products, Rexam Personal Care. “As the world leader in sampler creation, we support international launches with carefully crafted mini-product efforts that recreate the end-user experience of the full-sized version, and that offer unsurpassed supply chain efficiency that makes intricate, global launches smooth and impactful.”

Customer “touches” of the retail product are increased through strategic use of mini-products, as are retail trial and product loyalty. Customer retention is a particularly important marketing cost consideration in times of increased shelf-competition, according to Devillers, who notes that Rexam research of female consumer fragrance preferences confirms the powerful appeal of spray samplers in the luxury market segment. “The slim and light 0.6ml Rexam Sof’Press provides a 12-spray quality mist that minimizes the amount of ‘juice’ needed to perfectly emulate the gesture and experience of the retail product, and provides opportunity for creative design and decoration,” Devillers said.

For the Ted Lapidus launches, the Sof’Press was created with a black bottle/black pump and white bottle/white pump for the Black Soul and White Soul fragrances, respectively, and silver silk screening for added appeal. The mini-product uses the Rexam Le Treport facility’s efficient and smooth Rexam SP5 pump, with a 50 ul dosage.

Famed French fashion designer Ted Lapidus started his own fashion label in 1951 and soon won the appeal of leading European celebrities. Today, the prestige brand is renowned for its fashion accessories and fragrances, and is part of the exclusive Jacques Bogart Group portfolio of luxury companies, offering products sold in select retail establishments throughout Europe, the Middle East, Russia, America and Asia.