Most Popular in:

Marketing

Email This Item! Print This Item!

Application and Execution

By: Jeff Falk
Posted: November 8, 2007, from the November 2007 issue of GCI Magazine.

page 4 of 5

Durable and clump-free added color is no longer the sole consideration; consumers are purchasing multidimensional and multifaceted mascara that enhances color, volume, curl and length.

Though formula is always important, mascara, in particular, is a product in which packaging—especially the applicator—is integral to the product’s performance.

For example, brushes with elastomer bristles allow flexibility during application to separate lashes; while angled brushes lift each lash and infuse them with mascara; yet they are also designed to deliver buildable volume and collagen-enhanced formulas.
Additionally, brushes must be engineered to uphold the specific claims made by the formula; therefore, the fiber diameter, type and count all play a role. Variables in any of these aspects impacts performance. Fiber density, for example, impacts the density of mascara in specific segments of the brush. Wand length and wiper requirements, which control the amount of mascara loaded onto the brush, are additional variables in the seemingly simple applicator.

Multiuse tips and double-sided applicators also complement formulas. Alcan Packaging Techpack, for example, offers three new standard, double function applicator tips. Available in HZ foam or rubicell, the tips are shaped specifically so that application of eye makeup can be best suited to outer contours, upper eyelids and arches.

Servicing multiuse brushes, Risdon introduced a double-ended mascara mechanism, the “mascara duo,” that contains two plastic bottles joined together by an anodized metal connector. The bottles offer two different types of mascara brushes, each specifically designed for its eye product and formula for proper application and performance.