Nomadic lifestyles

The packaging company created the bottle to latch onto what it believes is one of the latest social mega-trends - "nomadism".

"Time is tight, life is rushed, and our consumers use their products 'on-the-go'," said Rexam personal care product manager, Severine Bourguinat-Chalchat.

With this in mind the company created a sampler that can be quickly attached to a mobile phone, handbag, belt or key ring with a lace and cork.

Rexam claims this not only makes the Sof'Cell convenient but also turns fragrance into a fashion accessory.

Building brand awareness

Being on show helps fragrance manufacturers build brand awareness and strengthen customer loyalty, according to Rexam.

Bourguinat-Chalchat said: "With Sof'Cell, the world's most desirable fragrances can now truly become a wearable fashion accessory.

"Consumers enjoy belonging to a 'community' - and part of that is displaying one's brand preference."

The Sof'Cell holds 1ml of perfume and can come with a spray or applicator.

Rexam said both versions can be easily attached to and removed from personal belongings. The company also claims the product is designed for high-speed assembly and filling.

The Sof'Cell was revealed to the industry for the first time at the Luxe Pack show in New York last month.