Rexam's Super Low Profile Pump Selected for Calvin Klein 's New CK in2U Fragrances
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01 October 2007
Enhancing the role of packaging in brand development...
Calvin Klein Inc., and its fragrance licensee, Coty, have selected Rexam's Super Low Profile Pump (SLPP) - featuring The Crimpless System - for its eagerly-awaited CK in2u fragrances for men and women.
Targeting the sought-after 20-something, ultra-hip "millennial" generation, CK in2u is this decade's sequel to the iconic, 90's favorite, CK One which, at its peak, sold 20 bottles a minute, for annual sales of $90 million, according to published reports.
To help ensure the commercial success of this important launch, Calvin Klein selected Rexam's SLPP TCS 13mm for all three sizes, for both Men's and Women's fragrances. Further, Rexam developed custom anodizing for men (blue) and women (gold). These colors match the top of the caps and the actual color of the fragrance.
The super low profile pump (SLPP) developed by Rexam Dispensing Systems offers optimal transparency and neutrality, along with a modern, sleek profile. In combination with the SLPP mechanism's glass ball and absence of elastomers, the pump both enhances neutrality and provides dynamic, clean, on-shelf appeal - thanks to the lowest profile appearance in the fragrance market.
The resulting package is highly distinctive and immediately recognizable to the brand's young, demanding and savvy target audience.
The smooth operating Rexam SLPP mechanism can accommodate dosages from 70 to 120 mml and is available with a choice of attachments, including The Crimpless System®, Crimp On (no gasket) and Screw On.
For more information contact:
Nathalie Franchini Communication
Gregory Maxime
Tel: +33 (0)1 48 87 15 49
Email: nathalie@franchinicommunication.com
