Brazilian cosmetic Co Natura ties up with packaging Co Rexam
Natura & Rexam JV for packaging
Cosmetic company Natura partners with Rexam. The partnership will produce environmentally friendly packaging.
Natura has teamed with Rexam Dispensing Systems to develop a modern, nvironmentally friendly personal care package for its full line of deodorant brands, beginning with the men's 'Sr N de Natura' (or 'Mr. N from Natura') spray bottle.
Rexam is able to deliver all of the components of this new, upscale deodorant package by employing its full range of global resources: from France, for packaging design and engineering; from the US, for pump technology; and from Brazil, for manufacturing and assembly.
The partnership began in 2003, when Natura asked Rexam for design and concept ideas around a new generation of deodorant packaging for all of its brands.
The Brazilian company was especially looking to create not only an upscale product with a modern appearance, but also a package that reflected the 'Four Pillars' of its environmental philosophy in which a product should be refillable, have the capability of being recycled or contain recycled materials, be reusable, and allow the reduction of raw materials used in manufacturing, as well as limit end-user wastes.
Renato Wakimoto, R&D Packaging Manager at Natura stated that they challenged Rexam to achieve specific goals they set for the project and perfectly match their requirements.
They wanted to preserve the Natura product identity which is an icon in the deodorant market, but at the same time reduce environmental impact, make sure the package was easily refillable, and optimize its supply chain. Taking up the challenge and understanding this philosophy for a better environment, Rexam proved that their expertise and global capabilities were the key elements in turning this partnership into reality.
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