2008 Editors’ Choice Award Winner: Sampling and Promotional
Davidoff Cool Water Wave Sampler
by Coty Prestige
Davidoff’s Cool Water Wave fragrance sampler drew compliments from CPC Packaging’s editors for its combination of a lipstick container–like outer package and a spray vial.
The device is Rexam Dispensing Systems’ Sof’Twist sample package. A 2-ml glass vial topped with the supplier’s SP5 Sofilux pump was inserted into a refillable plastic case. When customers twist the bottom of the case, the vial rises, similar to the way a lipstick bullet elevates in a lipstick case. Customers can then spray on the fragrance. The packaging includes two additional spray vials for refills.
“It’s the same structure as our lipstick container,” says Eric Desmaris, global sales director of global promotional samplers for Rexam. “When you twist the package’s base, a mini sprayer comes up instead of a lipstick.”
The device combines elements from Rexam’s makeup and dispensing divisions, Desmaris says. “Two years ago, we met to see if we could propose a mechanism from the makeup team and a mini sprayer from the dispensing team,” he says. “We came up with the Sof’Twist. We combined the makeup team’s expertise in injection molding and decorating a lipstick mechanism with the expertise of the dispensing team for the spray vial.”
The Davidoff sampler was Sof’Twist’s first launch on the market, Desmaris says. Rexam’s sales and marketing teams connected with Coty, which suggested using the device for Davidoff’s Cool Water Wave perfume in a portable sampler size.
The Sof’Twist was customized for Coty. Rexam created a metallized shell for the outer container that depicts the Davidoff and Cool Water Wave logos in blue print.
The sample-sized sprayer is appealing, Desmaris says, because of its portable nature. Rexam developed the Sof’Twist package to meet growing market demand for travel-sized products.
“The Sof’Twist was developed for people who travel a lot,” says Desmaris. “It goes with the trend now for on-the-go products. People don’t want to carry around big bottles and lots of product. [Our package is a luxurious] way to carry your fragrance.”