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Albéa’s applicator chosen for new lash care range

By Andrew McDougall , 25-Jan-2011

Art Deco has selected Albéa’s new elastomer applicator brush for its lash care range; the first time this brush has been used for a cosmetics application.

The German brand, which offers products in make up and skin care, chose the brush as it is designed to evenly spread its transparent gel formula on lashes.

Ideal for lash care

Maria Viegas, creative marketing director at Albéa, told CosmeticsDesign-Europe.com it's new smart applicator, called Buzz, is a flocked elastomer applicator with customized formula traps, which is ideal for eye care products.

“The 4 cuts brush is especially adapted to deliver the right quantity of the night care formula, to really overlay the lashes,” she said.

According to Albéa, Art Deco selected this particular applicator as they are vigilant about new innovations and this lead them to the France-based packaging firm’s latest implement.

Comfort and control

Viegas explained that the Buzz “is the most adapted applicator for lash care; it is very soft and so it does not hurt the lashes. It allows the spread of the transparent gel formula on lashes and at the same time permit a controlled application from the roots to the tips.”

The brush is being used for Art Deco’s new night repair balm which the company claims enhances lash growth.

And Viegas stated that it was the first time in the cosmetic industry that a brand had chosen the applicator.

“It is an innovative pack never seen on the market before until today most of brand usually launch a regular mascara for their lashes care product,” she said.

The Buzz is part of Albéa’s new stock range and the company says there are different models available.

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