Bourjois Mascara Elastic claims to lead to 130 per cent more visible length due to its ‘ultra stretchable formula that forms extensions beyond the tip of lashes’.
According to Bourjois, the mascara formula has been enriched with hevea from the rubber tree, contributing to the stretchable elastic effect.
Alcan explained that this ‘elastic’ theme was picked up in the packaging design where the cap resembles a stretched droplet of the formulation.
With its glossy black finish, the drop stands out from the rest of the matt black cap and bottle.
The bottle is made out of polypropylene and has a matt satin finish which has then been decorated with silver hot stamping, explained a spokesperson for the company.
Hytrel, a thermoplastic polyester elastomer from DuPont, was used for the plastic brush which has been specially designed to help lengthen the lashes.
“…the plastic brush is very flexible and its fine fibres permit to stretch the lashes,” an Alcan spokesperson told CosmeticsDesign-Europe.com.
Alcan Packaging Beauty acquired by investment firm
Earlier this week, rumours of the sale of Alcan Packaging Beauty were confirmed when investment company Sun European Partners announced it has purchased Alcan’s beauty sector from Rio Tinto.
“Sun’s objective in acquiring Alcan Packaging Beauty is to continue developing the company to position it as the best in the cosmetics packaging industry,” said Paul Daccus of Sun European Partners.
This is not the first packaging company to be acquired by the investment firm, which currently holds France-based Veriplast and Exopack in the US.
Financial details of the transaction have not been revealed.
For Alcan Packaging Beauty, which achieved sales last year of $748m (€594.4m), the acquisition is expected to bring investment and resources to the company.