Cosmopack initially entered into its partnership with LashControl in 2018 to sell the patented and trademarked mascara design, but recently amended this to enable new designs exclusive to Cosmopack. The new designs incorporating the squeeze-control technology would be available in the coming months and Cosmopack said it would offer a range of customisation specific to brand image, with options on exterior shape, colour, brush style, component materials and finish.
Stand-out ‘multi-tasking’ packaging to draw in make-up consumers
LashControl’s technology enabled consumers to squeeze the centre of the mascara tube, removing excess product from the brush before sliding it out of the tube. This meant consumers had better control over how much product was on the brush ahead of application and provided a more sanitary system – avoiding unnecessary ‘pumping’ of the brush to prime the formula or wiping excess off on tissues that could cause brush and formula contamination.
Speaking to CosmeticsDesign-Europe, Jennifer Paulson-Lee, president and inventor of LashControl, said brands opting to incorporate the squeeze-control function would stand out on shelf as it was a more appealing proposition for consumers.
“Multi-tasking packaging is definitely on the rise and has shown to be very successful in attracting new customers,” Paulson-Lee said.
The technology, she said, not only offered a visible point of difference on shelf but was simple to understand and intuitive for consumers.
“SqueezeControl packaging gives the consumer more result options than any other packaging and addresses for the first time a means to reduce contamination. For an eye product, this is huge,” she said.
An eye-popping future for lash category?
Paulson-Lee said the eye lash category had “exploded over the last decade”.
“And with it, we have an opportunity, and obligation, to follow with innovation,” she said.
Giving consumers more control and a more sanitary means to apply mascara had “completely changed” the way people thought about mascara application and could kick-start a flurry of innovation.
“The global market for mascara is tremendous, which will drive change, and we believe brands and packaging manufacturers will look to the consumer more and more for concepts to inspire innovation,” she said.
The costs associated with integrating this technology into mascara tubes, she said, sat comfortably within pricing for mid- to higher-tier production and thus suited mass and high-end luxury brands.
“We are excited about our partnership with Cosmopack, their dedication to quality and materials and our own meticulous attention to detail. It is now up to the brands themselves to decide what they want for their customers,” Paulson-Lee said.