The packaging premiumization trend that continues to sweep the beauty industry has further been extended with Avon’s selection of the Rexam XD-11 fine mist pump for its three new fragrances: Celebrate, Rio Bikini and Rio Rhythms. This is the fifth in the series of recent collaborations between Rexam and Avon, a leading global beauty company and one of the world’s largest direct sellers. “Our partnerships with Avon since 2007 has included work in make-up, skincare products and other high profile launches,” says Carole Grassi, Category Manager – Cosmetics, Rexam Personal Care Division. Rexam’s XD-11 pumps are ergonomically advanced actuators combined with the reduced diameter of the nozzle to enhance the overall aesthetic and tactile appeal. Formed in 2007, the Rexam Personal Care Division, is a leading supplier of advanced packaging solutions with global capabilities that attract the world’s most innovative beauty, personal care and home product manufacturers.