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Industry buzz

DuPont Surlyn creates the cap of O Boticário’s new fragrance, Elysée

With international fragrance brands massively entering the Brazilian market, O Boticário seized the chance of a major release for the upper premium segment, through a product with high-perceived value.

"Our goal with Elysée O Boticário was to explore the whole concept of sophistication and femininity, translated into an object of desire for women: jewellery," said James Martinello, Research and Development Manager for the Perfumes and Deodorants categories. "Thanks to its unique combination of properties, Surlyn was the only material that could deliver the premium requirements of the product," he added.

Beyond traditional teams, the product development process involved recognized experts in the premium product market and lasted more than three years.

"The high transparency and brilliance of the Surlyn resin, together with a back injection technique, produced a final effect that resembles a real gem," said Janine Carvalho, Packaging & Industrial Polymers Marketing Manager at DuPont.

With this product, O Boticário want to become a reference in the Brazilian upper premium market, and noted the success of the product in the very first days after the release. "Our franchisees are very pleased with the impact of this new release, with initial orders well above expectations," concluded Martinello.

The partnership between DuPont Surlyn and O Boticário gave birth to several previous releases, including caps for fragrances such as Linda Fashion, MakeB. and Floratta.

© 2015 - Brazil Beauty News - www.brazilbeautynews.com

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