Prodigieux®, the first and long-awaited fragrance from NUXE-- powered by the Rexam XD11 fine mist pump with Maximist insert – made its debut with a comprehensive Rexam Sofistic’s sampler program. In so doing, NUXE selected Rexam to execute the increasingly popular – and logistically complex – strategy of pairing an important retail fragrance launch with a supporting mini-product.
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The new NUXE fragrance is based upon the company’s Huile Prodigieuse®, the brand’s iconic skin oil. The sleekly packaged retail product is enhanced by Rexam’s ultra low profile XD11, the pump widely used by prestige brands for their most critical launches. The Rexam XD11 innovation platform is the foundation of Rexam fragrance solutions, including such pumps as the Panache.
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The Sofistic’s sampler, the industry-reference in fragrance mini-products, allows savvy brand owners to simultaneously excite product loyalists and attract new customers, according to Samira Chmiti, Product Manager – Fragrance, Rexam Personal Care.
“The selection of our ultra-compact XD11 and Sofistic’s for NUXE ’ very first fragrance demonstrates the company’s complete confidence in Rexam’s ability to deliver a superior fragrance pump – mini-product solution,” Rexam’s Chmiti said. “This is the type of complex international launch that requires one-stop sourcing, manufacturing expertise and comprehensive field support. Seamless worldwide integration of marketing, production and technical support is critical,” she said.
An industry favorite since its introduction, the Rexam XD11 pump allows bottle designers unsurpassed freedom of expression. It incorporates a smooth pre-compression design that – with the Maximist insert – permits fine, precise and voluminous atomization that has great consumer appeal, according to Chmiti. Complete neutrality of the XD11 protects the fragrance for the life of the product.
In addition, the Sofistic’s 1,5ml sampler – the industry’s best-selling fragrance mini-product – delivers the highest quality spray thanks to its SP5 pump. It is sold as a complete, readily customizable, pump-and-bottle solution, further shortening supply chains.
Distribution of NUXE’s inaugural retail fragrance (50ml) and sampler just began in Europe, and the international roll-out is underway.
NUXE is a prestige maker of natural personal care products sold at select spas, specialty, drug and apparel stores. The company uses natural active ingredients and does not use mineral oil, paraben or substances of animal origin.