Mascara Packaging Does it Really Matter?

In today’s market Mascara is one of the most sought items in a woman’s make-up routine.  However there is little loyalty to brand.   And Surprisingly women will pay big dollars for the packing it comes in. Market Trends push people for the next hottest thing. Those trends change in the blink of an eye, Facts show that Packaging is what draws women to certain products.

Eye Makeup is tops when it comes to cosmetic spending in the US and abroad. Brand loyalty doesn’t matter as women are looking for the new hottest thing.  Right now the Hottest thing is Big Bold Lush Eye Lashes and bright packaging. The desire for that perfect look; women will continue to change until they find the product that delivers for them.

With the continuous demand and of-the-moment-trends, Mascara leads in both prestige and mass markets as one of the most popular color cosmetic products.  Trying to compete with the results of Professional treatments like Latisse, shoppers are looking for lash growth and enhancements equivalent  to the Professional treatments at a fraction of the price.

The performance women demand—and take for granted—from their mascara product is not so easy to achieve. From the brand and supplier standpoint, there’s a lot of thought and effort surrounding the rod, wiper, brush, tube and formulation—because what’s most critical about mascara packaging is that all the components function together smoothly so the end result is attractive, compelling, easy to use and flawless—and lashes appear neither too goopy nor too sparse.

Eileen Higgins, vice president, global product development, Avon, says packaging plays an important role in mascara even though it’s a must-have product for most women. She says, “Different than say lipstick and foundation developments, the packaging for mascara is an integral part of the experience. Mascara development is like a symphony, the rod, wiper, brush and formula have to come together to create the harmonious experience in delivering the lash look. We also see that vibrant, colorful packaging and brushes help to bring the mascara to life and catch the consumer’s eye.”

With so many choices women tend to have several different Mascaras and may use two or three different ones each day to achieve the look they want. The wand focuses on one or two benefits; volume and definition or curl. To achieve These affects you  need to use a couple different types of Mascara’s. There is anticipation that companies will make a wand and formula that work together in a do it all package – volume, definition, curl, fullness. The future looks to focus more on multiple benefits, incorporating high-tech hair and skin care ingredients to offer benefits such as quicker drying time, heat resistance, keratin straightening, priming and even growing lashes.

The Packaging trends have typically been the round canister Mascara bottle in black.  However as trends are changing the requests for brightly colored and chubby to slim shapes are appearing on the market more and more. Printing has become more intricate on the canisters with the use of hot stamping, bright foils, and intricate detailing.

In an excerpt from Beauty Packaging March 2012 edition.

New to the Mascara Market

Beauty Packaging surveyed a cross-section of brands, A to Z, to focus on some of the latest and most innovative mascara products and packaging on shelves now. From adding fibers or supplementing formulations with collagen and keratin, to staggering applicator bristles for maximum coverage, mascara technology has never been greater.

Avon’s Super Extend Extreme Mascara ($9) features a new dual-extension brush comb, which defines and builds lashes for a full fringe of long shiny lashes.

Benefit’s They’re Real ($22) plumps up lashes with claims of a dramatic lengthening and volumizing formula. The secret: A brush with staggered bristles grabs lashes close to the root.

Clinique’s High Lengths Mascara
Clinique’s High Lengths Mascara ($15) stars a unique “willow” wand applicator, which features rows of strategically placed tines to comb through lashes, carefully stretching and separating each lash to new lengths. The “smart” applicator features a green comb applicator, which has one usable side composed of three rows of tines which are always covered with just the right amount of product to comb through lashes. The opposite side of the applicator always appears green, making it easy to recognize which side to use.
Maybelline New York’s iconic Great Lash Lots of Lashes ($5.79) now features a heart-shaped elastomer brush that “simplifies the application process. In just one swipe, the Great Little Grabber Brush easily reaches the inner and outer corners of the eye, multiplying and building your lash look with no clumps.”

Physician’s Formula Organic Wear 100% Natural Origin Jumbo Lash Mascara ($8.99) in a metallized green leaf-like package is noteworthy because it echoes the brand’s natural image, says Marks-McGee.
Rimmel’s Scandal’Eyes Mascara ($6.99) touts an ultra volume-boosting formula that features triple the collagen and keratin of other mascaras on the market, and a flexible new MaxDensity brush that’s longer, wider, denser and 50% bigger than Rimmel’s previously biggest brush. 
Stila’s Stay All Day Waterproof Volumizing Mascara ($22) is new for Summer 2012. To educate the consumer in brush use, Stila provides a visual illustration of the brush on the side of the secondary packaging along with a before-and-after illustration of the effect the product has on the lashes.
Tarte’s Amazonian clay line extension into its Gifted Amazonian Clay Smart Mascara ($19) was clever, says Marks-McGee. The company claims “just as it intuitively restores hydration and balances texture in skin, Amazonian clay intuitively hydrates, replenishes and repairs dry and brittle lashes.” The packaging is made of sustainable bamboo.
Mary Kay’s Lash Love Mascara ($15) “contains nourishing ingredients to help moisturize and strengthen lashes while defining, defending and delivering four times the volume.” 
Maybelline’s new Illegal Length Fiber Extensions Mascara ($8.95) claims to “build 4mm of measurable extensions; a fiber-fix brush provides six different contact points with each lash for optimal fiber placement.”

So does Packaging really matter?  Apparently it does !

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