New mascara packaging for Lancôme challenges competitors

By Louise Prance

- Last updated on GMT

Related tags Cosmetics

German based cosmetic manufacturer, Oekametall, has raised the bar
in the packaging industry with an innovative new double-ended
mascara-packaging concept for Lancôme - set to challenge
competitors with its elaborate centre piece and applicator unit.

The company has created the new packaging design by using two cylindrically shaped bottles that are injection moulded and incorporate Lancôme's decorative design. The mascara concept aims to raise Oekaemetall's profile within the packaging industry having been given the stamp of approval from cosmetic giants L'Oreal, owners of the Lancôme brand. However, the company stated that the assembly of the centre piece and applicator was a challenging process, with both consisting of nine separate individual parts. Likewise, aligning each of the intricate Lancôme designs was problematic. In order to position each of the deco elements correctly, the company equipped each of the single components with an orientation feature that enabled accurate aligning during assembly and printing. To allow for the company's logo to appear on the packaging, Oekaemetall made the bottle, on the comb side, HV-metallized and lacquered with the Lancôme logo in pad print. Likewise, the company has created the brush side with a silver foil with secondary coating that has a mat lacquer, which leaves a haptic appearance. Many packaging manufacturers in the colour cosmetics industry are diversifying their packaging concepts in order to entice larger cosmetic brands to use their products. RPC beauté Thornaby last year patented a new innovation in lipstick packaging that offered unique functionality and decoration together with a simplified and less costly manufacturing process. Called Reveal, the company says that it undertook a value engineering project to create a packaging that would meet the criteria for a major lipstick manufacturing company, which included convenience, supply chain enhancements and enhanced branding opportunities.

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