French supplier Texen created the packaging for Maybelline’s latest mascara launch. The L’Oréal-owned brand is rolling out two versions – cream and waterproof - across both US and Europe.
L’Oréal turned to Texen for the packaging of Maybelline’s new Curl Bounce mascara. The packaging specialist used bespoke molds to create a a mesh-like surface, similar to those found on speakers, on the tube’s textured décor. Achieving an identical finish between the PP/PE tube and its PP cap proved challenging due to the different processes used to transform the materials. Texen also manufactured both the PE brush wiper and the PBT brush holder.
The mascara was simultaneously released as a cream or waterproof version, sporting two different decors, in Europe and the US.