Design

Jun 10, 2021

Texen and Nocibé create new, multifunctional mascara

Brush, silicone wiper and formula work together to create positive consumer experience.
By:
Elisabeth Skoda

Vice Versa, developed by a collaboration between Texen Beauty Partners and Nocibé, features a hybrid two-in-one brush. One side features fibers for volume, while the other, in molded plastic, defines the lashes. The formula, for its part, is designed to colour, lift and give shine to the lashes. The pack's aim is to offer a combination of aesthetics and practicality.

Acting as project manager, Texen brought together the partners to create the a union of brush, silicone wiper and formula. The challenge of this launch was first and foremost with the brush, which required specific operations and the development of appropriate tools. It was created by pairing a fiber element with a part made from injected plastic (TPC ET: thermoplastic polyester elastomer). This process has been patented.

The standard tube, which holds 9ml of product, is made from PP coated with pink anodized aluminum and screen printed with the logo in white.

Elisabeth Skoda

Editor of Touchpoints magazine, writer for Packaging Europe magazine and design enthusiast!

editor@packtouchpoints.com
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