With Advanced Technology Working for Luxury, Rexam Sets the Stage for the New Rouge Dior

31 Oct 2006

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This latest success has been built on high technology working for a complex design, exclusive know-how in hot stamping, skills in the art of injecting loaded matter and of course the star mechanism with Rouge 2000.

31/10/06 Rexam, who contributed to the previous Dior lipstick, is successfully helping to write a new page in this luxury brand's history with the new Rouge Dior. Rexam has indeed channeled the most advanced technology into producing the lipstick's finishing and manufacturing processes and has helped to create a lipstick that is the worthy heir to the great classic Rouge Collection which it is now replacing.

High technology working for the creative design of Rouge Dior

For this square-shaped lipstick, enhanced with a luxurious silver ring engraved with the Christian Dior logo, REXAM has deployed all its technological know-how to develop "fashion-design" finishes:

- The Dior blue, a pure product of Rexam know-how, is here developed in a subtle play on colour shades: two darker faces (fluted) reveal the density of matter and two faces with a shiny silver hot stamping give a deep night blue with metallic shimmering effects.

- Fluting, a cult motif reminiscent of the famous Lady purse, now enhances two faces of the cap and base with an haute couture finish. Achieved by injecting loaded matter, it gives the case a young and very fashionable appearance.

- The finish was given especially careful consideration by Rexam. A shiny silver metallized ferrule adorns the case like a jewellery set.The engraved initials of the Dior brand give an elegant signature to this ferrul, to the top of the cap which has a silver hot stamping as a setting for engraving, and to the inside of the same cap. In addition, the cap and base have been ballasted in order to give the lipstick the weight of a precious object.

- The shine for the whole pack is obtained by applying a protective transparent varnish which underscores the depth of the colours and enhances the case.

Exclusive Rexam know-how

To design Rouge Dior, Rexam developed a highly specific manufacturing process in line and met a number of technical challenges:

- Hot stamping of the two smooth faces (the cap and the base) had to make allowance for their curved shape. Rexam overcame this major problem by high precision in placing the hot-stamped decoration on both faces with a clean cut at the edges.
- Skills in injecting loaded matter while preserving depth of colour
- Obtaining an invisible part line for joints and sharp engraving.

True to all Dior lipsticks, the Rouge 2000 leader mechanism by Rexam, acknowledged in particular for its smooth working, once again equips this newest lipstick from Dior.