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REXAM’S NEW XD 11 TWIST: The sensual and responsible way to protect brands

Rexam’s latest fragrance dispensing solution – introduced only months ago — is the culmination of the firm’s 30 years of industry fragrance pump experience. While based upon the internationally popular XD 11 platform, this latest iteration offers the added-value of a compelling new “twist.”

Specifically, it is the first pump utilizing TCS (The Crimpless System) that can easily be separated – with just a simple twist gesture – from the bottle once the fragrance is used, which facilitates recycling. The patented design of the XD 11 Twist makes it impossible to reassemble, thus limiting counterfeiting and protecting brand equity. Moreover, the XD 11 Twist offers the same advantages as a TCS pump: an easy fitment on the assembly lines and less breakage of glass necks, compared to screw pumps.

“The fragrance market continues to evolve, in terms of packaging premiumization, consumer interest in sustainable packaging, and product counterfeiting,” said Samira Chmiti, Product Manager – Fragrance, Rexam Personal Care. “The XD 11 Twist offers all the neutrality, aesthetic and ergonomic appeal of the XD 11, along with an eco-friendly feature that ingeniously doubles as a powerful anti-counterfeiting design. Here is the optimal balance of premium appeal, sustainability, ergonomics, and brand protection that our high-end fragrance customers tell us they need in today’s challenging marketplace.”

The XD 11 platform has quickly become popular for its complete neutrality, as well as for its aesthetic and tactile appeal. Among its advantages are its ultra low profile, voluminous spray (MaxiMist insert), quick priming and soft, comfortable actuation. The further refinement of the XD 11 Twist, said Rexam’s Chmiti, was a result of the company’s ongoing research with customers around the world.