Nov 30, 2021

Texen creates mascara pack for Lancôme with aesthetic of perfume bottle

Lancôme's new Lash Idôle mascara has a square, faceted and flat design with black and pink metallic décor.
Elisabeth Skoda

The challenges raised by the Lash Idôle mascara were simultaneously aesthetic, technical and industrial. On the design front, the product needed to have a flat black area that was as big as possible to evoke the fragrance bottle. Furthermore, a metallic effect that highlights the square lines was added to confer a premium image.

For this major product, Texen personalised the functionalities of its SMART® mascara 4.0 line in order to optimize complex high-speed production. Once injected, the five components are assembled in-line, down to the application of the pink lacquer with its metallic finish. Texen adapted the decoration process in order to sustain this aluminum lacquering step, a first for this machinery.

The full-size product (9ml) is accompanied by a 5ml travel format destined for the American market.

Elisabeth Skoda

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