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