Rexam for Givenchy
• Noir Couture mascara from LVMH’s Givenchy brand is the latest example of the Rexam Personal Care Group’s work for the prestige brand, according to the company. Created in partnership with Givenchy’s brand artistic director, the new mascara assignment recognizes Rexam’s recent make-up packaging successes for the company.
As in past Givenchy work, the new mascara showcases Rexam’s capabilities in injection, decoration and assembly processes. The result is a sophisticated mascara that exudes luxury and reinforces the brand’s haute couture orientation, according to Rexam.
Keys to success of the pack are the sophisticated decoration elements and the delicate logo treatment, the latter created by two distinct processes. A delicate “4G” is engraved—and hot stamped— at the top of the contoured and UV varnished cap, while the same precise two-step process is used to adorn the base with an elegant “Givenchy” logo. The mascara is further decorated with the high-precision alignment and hot stamping of the shiny silver vertical strips extending from cap to base. Both the cap and base are injected in black PCTA, while the wiper is of black PEBD.
Rexam’s makeup related work with LVMH brands is extensive and includes such launches as Givenchy’s Rouge Interdit, Dior’s Rouge Dior and Guerlain’s KissKiss and Rouge Automatique.
More info: www.rexam.com/personalcare