Bullet points

1. Innovative brushes in mascara packaging play a critical role in achieving the desired lash look
 2. Beautiful and sometimes striking bottle designs contribute to the overall product experience and serve more than just a beauty purpose
 3. Mascara’s outer packaging is mostly there to protect the product and could be leveraged more

Highly engineered mascara brush becomes a norm

When it comes to mascara, consumers are always on the lookout for new products that deliver the desired lash result. Indeed, Mintel data shows that both UK and US consumers focus on final lash result as the main benefit when selecting a mascara. However, these benefits would not be possible without the high performing brush that applies the rich ink formula on the lashes in the best looking way.

Therefore, mascara packaging is perhaps more complex and innovative than any other colour cosmetics product since delivery of the product very much depends on packaging components such as the brush, wand and even the bottle itself.

Each of these plays a significant role in the product application. The brush, for example, has always been in charge of delivering different characteristics that would ultimately help women to achieve the desired …