Rexam Fashions Elegant Spray for New 'Danielle by Danielle Steel' Fragrance

The Super Low Profile Pump from Rexam Dispensing Systems is assembled to the scent’s distinctive heavy glass, rectangular bottle by Rexam’s patented The Crimpless System.

10/02/07 Rexam’s Super Low Profile Pump (SLPP) mechanism provides the elegant spray system for the new ‘Danielle by Danielle Steel’ fragrance from Elizabeth Arden. This is the first time in recent memory where a beauty company has turned to a literary figure to launch a fragrance. Ms. Steel is the most popular author writing today. Her books are read around the world. There are over 550 million copies of her books in print, and every one of them has been a bestseller.

The Super Low Profile Pump from Rexam Dispensing Systems is assembled to the scent’s distinctive heavy glass, rectangular bottle by Rexam’s patented The Crimpless System. According to news stories, the bottle is intended to be reminiscent of pieces in Ms. Steel’s large fine crystal collection. The Rexam spray mechanism, anodized in silver, fits the scent’s 1.7 and 3.3 oz. sizes and features a rolled out bead that holds the cap securely in place.

“This new package clearly reflects the type of elegance and fashion that its namesake is known for,” said Tony Cecchinato, Rexam’s Vice President of Sales. “Our SLPP spray not only matches that fashionable elegance in style and appearance, but also delivers dependability and reliability that are essential for a completely satisfying end-user experience.”

As the market leader in performance history and production output, Rexam Dispensing System’s SLPP pump delivers one of the lowest-profile, most compact dispensers available in the U.S. or Europe. Its upscale design provides maximum flexibility for customizable elegance. Product compatibility is not a concern thanks to the absence of any elastomer component or rubber gasket. Rexam’s SLPP offers the rare combination of super-low actuation force and excellent spray characteristics.