Rexam debuts R Shape lipsticks with non-circular bullets

Rexam Personal Care has introduced the patented R Shape, a family of two exciting lipsticks with innovative bullet shapes perfect for soft formulas. 

The non-circular new arrival is the industry’s first guided mechanism to offer consumers unsurpassed precision of lip application, while it provides customers with new levels of brand differentiation.

The initial R Shape family members, which include elliptical and teardrop bullet-shape versions, debuted at the 2nd Annual Make Up in Paris event.

Rexam, the world leader in lipstick packaging, developed the R Shape family in anticipation of accelerating demand for multi-benefit formulas.  Such products delight consumers with their combination of qualities, and require enhanced bullet guidance and advanced packaging protection. 

Rexam’s ongoing research has resulted in an ergonomically pleasing solution that supports the bullet and provides protection for the life of the product.  The new mechanisms come in 2 new airtight packs, compatible with volatile formulas such as those based on isododecane or silicone.  Further, the Rexam R Shape is designed for standard high-speed filling equipment and offers multiple decoration options for an upscale, distinctive, look. 

And consumer appeal is enhanced as well, as their favorite new lipsticks can be applied with a new degree of precision, even in the challenging middle section, or "M-Zone", of the lips.  The non-circular design maintains the geometry of the lipstick contact area, even through daily use.

"The R Shape family is fun, innovative and different from all the lipsticks on the market", said Carole Grassi, Category Manager – Cosmetics, Rexam Personal Care.  "This new lipstick solution simultaneously answers the needs of customers and consumers, and provides greater convenience and formula protection. This is how we help our customers unlock the magic of make up."

The design flexibility of the R Shape enhances brand differentiation opportunities, according to Grassi.  For example, an optional "click" feature, which is both audible and tactile, allows precise, single-dose delivery. 

In addition to a choice of two bullet shapes, two pack proportions (30/70 for the teardrop and 50/50 for the elliptical), and a choice of clear or opaque caps and cups, Rexam offers a variety of advanced decorations and surface treatments, including lacquering, metallization, silk screen and hot stamping.