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Home » pressreleases » New Gesture For Guerlain’s Rouge Automatique Crafted By Rexam

Rexam Personal Care Division - Advanced Packaging Solutions


New Gesture For Guerlain’s Rouge Automatique Crafted By Rexam

Following KissKiss and Red G, two creations that have become icons, Rouge Automatique by Guerlain – the company’s latest lipstick launch – features an unexpected, chic and modern gesture.

The primary advantage of the new lipstick is the revolutionary “one hand” opening system, which is a modern reinterpretation of the 1936 Rouge Automatique found in the archives of Guerlain. This alliance of texture, color, innovation and design makes Rouge Automatique an ideal feminine accessory that enhances spontaneity of usage.

In the new, 21st century incarnation of Rouge Automatique, a specially designed, push-button mechanism assures easy, and secure, up-and-down glide of the product throughout the range of operation. Rexam, the leader in lipstick mechanisms, developed this specific design to answer Guerlain’s request to recreate the mechanical gesture of its first lipstick.

In addition, the new Guerlain lipstick demonstrates Rexam’s expertise in metal forming, assembly and decoration. An elegant and uncluttered design, featuring a gold anodized aluminum case, is carefully matched to the metalized ABS button and shutter.

Inside, two polystyrene (PS choc) parts are assembled to contain a thin strip made of polyoxymethylene (POM) that incorporates the 12mm cup that holds the lipstick itself. The cup, engraved with the Guerlain logo, is visible upon opening the lipstick. A weighted base provides the tactile sense of quality necessary in such prestige beauty products.

“This latest collaboration with Guerlain is as exciting as our partnership on KissKiss and its flankers, beginning in 2005,” said Carole Grassi, Category Manager – Cosmetics, Rexam Personal Care. “We are proud to team with world-class customers such as Guerlain, overcome technical challenges together, and create beauty products that are works of art. Rouge Automatique is as exciting a launch as the original back in 1936.”

Rexam is the global market leader in the design and manufacture of lipsticks. Its Annecy, France facility handled all metal work operations and assembly on Rouge Automatique. The company’s Simandre (Burgundy/France) site completed the injection of the interior plastic parts.

The innovative and revered Guerlain is a treasured brand of LVMH, the world’s leading luxury products group. Each Guerlain lipstick launch is considered a worldwide event, beginning with the 1870 introduction of Ne m’oubliez pas. This was the first “stick” lipstick made of wax, and presented in a unique “push-up” mechanism.

Contact Rexam Personal Care Division - Advanced Packaging Solutions

Rexam Personal Care Division - Advanced Packaging Solutions