Rexam’s Panache technology platform, launched at Luxe Pack Monaco ’11, builds upon industry demand

Rexam Personal Care Division’s Panache technology platform keeps winning customers for fragrance and other launch applications, and is proving itself a favorite with consumers as well.

Launched just last year, at Luxe Pack Monaco, this year’s show-goers visiting Rexam’s booth, in Hall Ravel, RC14, will see the range of applications and latest retail launches based upon the Panache spray experience, a new application gesture that is a light, dry and long-lasting mist unlike any other.

Rexam’s Panache technology platform delivers a new level of luxury for makers of prestige perfumes, as well as other personal care products. The performance characteristics of Panache make it an eco-friendly alternative to aerosol and, thus, suitable for different bulks and for products such as deodorants.

Last year, for example, a leading high-end customer chose Panache technology for its new fragrance and, this year, selected the platform to power deodorants as well. New launches are in the pipeline and details can be obtained at Rexam’s Luxe Pack booth.

Panache delivers a continuous, and exceptionally airy, light and dry spray. The Panache performance profile is the result of five years of intensive research into the art of spray. Through control of the size and dispersion of formula particles, Rexam created a spray experience that communicates purity, opulence and sensuality to the consumer.

“Here at Rexam, the Art of Spray is our grail,” said Samira Chmiti, Product Manager – Fragrance, Rexam Personal Care. “Panache creates a totally new gesture. The sensation is like walking through a gentle, deep and long-lasting cloud of fragrance that captivates the senses. It’s an unrivalled experience for consumers.” In fact, Chmiti notes that consumer tests indicate that more than 65 percent of those surveyed believe Panache provides a clear difference from previous technologies.

Iconic, prestige fragrances will benefit from the XD11 based Panache experience, which retains the dosage, diameters and attachment systems of the standard XD11 platform of technology. For deodorants, hair care and atomizers, Panache incorporates the SP22 new generation engine, renowned for its powerful and flexible emulsion handling.

Designed to target different markets, Panache spray can handle alcohol, water and oil-based formulations, with long smooth actuation and a whisper-quiet sound that exudes quality and captivates consumers.

“With new launches from both high-end and masstige customers around the corner, we expect the Panache technology platform to continue its personal care market penetration,” said Chmiti. “Next year at this time, showgoers will find even more Panache-based packaging solutions that create product excitement and reinforce brand identities.”