Texen Used to Package Lancôme’s Lash Idôle Mascara
The challenges raised by the Lash Idôle mascara were simultaneously esthetic, technical and industrial. On the design front, the product needed to have a flat black area that was as big as possible to evoke the fragrance bottle. To this was added a metallic effect that highlights the square lines, conferring an extremely premium image. Texen pulled out all the stops for this extremely complex development, both in terms of esthetics and technicity, taking into account the constraints of production and décor. Multiple tests were necessary to guarantee the resistance of the décor during assembly, notably when it came to the edges, particularly sensitive to damage.
For this major product, Texen personalized the functionalities of its SMART® mascara 4.0 line in order to optimize complex high-speed production without compromise. Once injected, the five components are assembled in-line, down to the application of the pink lacquer with its metallic finish. Texen was required to innovate with the decoration process in order to sustain this aluminum lacquering step, a first for this machinery. The full-size product (9ml) is accompanied by a 5ml travel format destined for the American market.