Rexam develops first new lipgloss applicators 'in years'

The company's new Innovation Center in Chicago worked with marketing teams in France and development teams in China to create the Glossy Days range.

Each of the tips are made from transparent TPE and come in a variety of shapes so brands can differentiate themselves from their competition.

Rexam will refresh the Glossy Days range every nine months.

"The development of this collection will help our customers energise their lipgloss offerings, create novelty and stimulate purchase," said Rexam's colour cosmetics product manager Pauline Uhlen.

"It enhances the consumer experience while maintaining the basic benefits of an applicator – even and precise application," she added.

Rexam launched its Buffalo Grove Innovation Center in Chicago in February.

The centre, which is headed by Rexam Personal Care's director of innovation Jill McCurdy, will continue to work with the company's international teams on projects.

L'Oréal, P&G, Unilever, Yves Saint Laurent and LVMH are among the customers of Rexam's personal care division.

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