A gorgeous brushed aluminium effect embellishes the brand’s latest mascara, made and decorated in France
Luxury beauty packaging manufacturer Texen has applied its industrial expertise to create the edgy new pack of Lancôme’s latest mascara, Lash Idôle Curl Goddess. The project involved complex technical processes and decoration techniques especially developed in collaboration with the L’Oréal brand, to deliver a premium solution that is visually stunning.
Launched this year in Europe and the US, Curl Goddess boosts lash curl and volume, with a twisted 40° mascara brush. The bespoke pack is beautifully made and decorated with a brushed aluminium effect, with the branding subtly engraved on the bottle and cap.
The pack is custom-made for easy-to-grip sensoriality, with distinctive curves and a cinched centre. The monomaterial design uses recyclable polypropylene (PP), with an injection-moulded cap and a blow-moulded bottle. Both parts are subject to engraving in the mould – a tightly-controlled process that produces the pack’s tactile, striated finish.
The rose gold colour is applied through a fine-tuned process of metallisation. Texen’s decoration experts have achieved a uniform and durable coverage, while preserving the brushed effect from the in-mould engraving. The result is a sumptuous, brushed metal appearance with a luminous shine.
Texen’s state-of-the-art mascara line automates assembly of the component parts for optimised speed and efficiency.
With Lash Idôle Curl Goddess, Texen marks its 30th anniversary of mascara production. Following on from the successful collaboration on Lancôme’s Hypnôse Drama, Texen has once again embraced the technical challenges and adapted its processes to realise the brand’s latest creative vision.