Hermandesse's appointment was announced by Nathalie Nowak, the company's Global Marketing and Innovation Director. In her new role, Hermandesse will work closely with the company's Chicago-based Innovation Center, as well as with the product development team in Le Treport, France (Sampler Center of Excellence) and the Division's marketing team, to create breakthrough samplers that enhance ROI as well as the consumer's sampler experience. Rexam's Center of Excellence in Le Treport is widely respected by brand owners for its advanced product production capabilities and extensive global support. In today's marketplace, mini-products - or samplers - are powerful tools that help customers build brand awareness. Such efforts both attract consumers to new products and maximize “touches” with consumers of existing favorites. Rexam sampler efforts include the Sofistic's, an industry reference and the Sofilux, the luxury market reference, which features a glass bottle and crystal pump. The Division's leadership position in samplers was also evidenced by new services and promotions. Last year's Color Collection, a new service, expedites speed-to-market through simplification of the master batch ordering process. Recently, the Division launched the Summer Sensation promotion, which highlights three of the company's iconic fragrance sampling solutions for travel use. According to Hermandesse, the accelerated pace of new product introductions, along with the rising tide of line extensions and flankers, challenges brand management's approach to launches and to protecting the appeal of long-standing consumer favorites. Hermandesse is a graduate of ESG, business school of Paris, with a degree in international trade. She has more than 12 years of experience in marketing, sales and product development in global companies. She also lived and worked in China for five years before joining Rexam. “Today's mini-products are the ambassadors to the brand, and facilitate access to the retail product experience,” Nowak said. “Emmanuelle's expertise in global commerce, production and sourcing will help us reach new heights in mini-product solutions.”
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