Albéa creates Dior's first rotating mascara

By Andrew McDougall

- Last updated on GMT

Related tags: Cosmetics, Creativity, Design

The Paris based luxury brand has turned to Albéa to create the pack for its new Diorshow 360 mascara line, which utilises a fully rotating brush designed for easier application and comfort.

Maria Viegas, Albéa Creative & Innovation marketing director, stated that the patented technology offers stable, silent and gentle revolving action compared to other rotating or vibrating mascara.

“Dior chose to work with Albéa on a rotating mascara because they saw the potential of this kind of breakthrough innovation for the cosmetic industry and we developed it together to be the best on the market in terms of the make-up result,”​ she told CosmeticsDesign-Europe.com.

D_iorshow360

Galvanised central ring

Viegas explained that the creation of this pack design was made with a special focus on the central ring.

“The galvanized silver ring on the bottom of the cap is an elegant reflection of the Dior style and activates the rotating device, which turns the wand upward or downward for easy application,”​ she said.

Albéa claims the rotating brush design marks the beginning of a new generation of mascara, as the new application technique is designed for more comfort and allows for a professional result in a ‘record’ time.

The Notch Helix brush chosen by Dior is a double helix brush, which keeps its original design, with specific spacing between bristles designed to optimally cover lashes as it delivers the formula.

“The formula, packaging and brush design were specially developed for optimal revolving action,”​ added Viegas.

Specialists in mascara packaging

Mascara has always been a strong area for Albéa, and this latest design follows two new innovations, the two-in-one mascara and the Revolution rotating mascara, launched late last year at Luxe Pack Monaco.

Related topics: Packaging & Design, Packaging

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