‘Extremely practical’: Mugler adds multi-purpose perfumed brushes to offering

By Kacey Culliney contact

- Last updated on GMT

The perfumed brushes could eventually be made using alternative materials, says developer Texen
The perfumed brushes could eventually be made using alternative materials, says developer Texen

Related tags: Perfume, Fragrance, Mugler, Clarins, L'oréal

Fragrance major Mugler has unveiled a line of refillable, perfumed cosmetic brushes for its Angel, Alien and Aura brands that can also be used for skin care and make-up application.

Developed in partnership with beauty packaging major Texen Beauty Partners, the travel format brushes are filled with 8ml of fragrance and a push-button system enables a simple, on-the-go application in just one click. They are also refillable and therefore touted a ‘green’ alternative.

Portable perfumes

Texan Beauty Partners said the creative brush format enabled consumers to apply perfume directly to the skin - on the neck, wrist, elbow crease or elsewhere - in a single gesture. Importantly, the portable format also meant consumers could use it on-the-go; the car, at the office or out in the evening.

“By developing this travel format, the brand offers consumers a solution that is truly innovative and extremely practical,”​ said Texan Beauty Partners.

Texan Beauty Partners said the brushes had been manufactured using a “particularly complex industrial process”​ and currently featured white synthetic bristles for easy application. However, the brush could also ultimately be manufactured using alternative materials, including a flocked or silicone tip, it said.

Last year, Mugler launched a line of ‘perfume pencils’ for the same three fragrance brands. The solid, retractable wax pencils were designed for on-the-go, simple perfume application. It also recently revamped its in-store fragrance fountains, where consumers could top up Alien, Angel and Aura perfumes, to feature a more eco-design

Sale to L’Oréal imminent?

In July, this year, Mugler-owner Clarins Group entered into exclusive talks with L’Oréal to sell its two major fragrance units: Mugler and Azzaro​. At the time, the two beauty majors said a deal could be finalised by the end of this year.

For L’Oréal, the acquisition would play an important role in lifting its presence in the mass fragrance market and for Clarins, it would fulfil the group’s ambition to ensure its beauty business reaches its full potential.

“The fragrances industry has changed dramatically in recent years to become one of the most competitive and demanding markets in terms of marketing investment and critical mass. This project would enable the Mugler and Azzaro brands to continue to grow amid these new conditions,”​ Clarins said at the time.

Related topics: Brand Innovation, Packaging, Fragrance

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