#packaging #cosmetics #design #branding #innovation

By Guy Montague-Jones, 11-Jun-2009

Alcan Packaging Beauty has used its new injected brush to help Bourjois switch from a dual applicator to an all-in-one mascara without sacrificing the ‘false eyelash effect’.

A dual applicator uses two brushes, two chambers and two coats to maximize volume and length, but Alcan Packaging Beauty claims to have matched these results with its first injected brush model.

Bourjois put this claim to the test, asking Alcan Packaging Beauty to develop an all-in-one mascara that delivers the same results as a dual applicator for its latest mascara, ‘Coup de Théâtre’.

Alcan Packaging Beauty said the white thermoplastic injected brush achieved this thanks to the distribution and shape of its purls (bristles).

Keeping with the 2 in 1 idea, black and white are intertwined in the pack design. Black is used for the stem; white for the brush and black and white are twined together for the PP bi-injected cap with a silkscreen-printed bottle.

“With Coup de Théâtre, the customer wanted a complete two-color model, including a white brush. That expectation could only be met with an injected brush, which allows an endless range of shapes and colors,” said Nicholas Thorne, Innovation & Development Director at Alcan Packaging Beauty.

Tags: Branding, cosmetics, Design, Innovation, packaging

This entry was posted on Monday, June 22nd, 2009 at 11:49 am and is filed under Branding, Cosmetics & Toiletries, Design, Innovation, Recycling. You can follow any responses to this entry through the RSS 2.0 feed. Responses are currently closed, but you can trackback from your own site.