Mascara case 'clearly' shows off bold colors

By Kari Embree in Cosmetic Packaging on February 26, 2014

Cosmetics provider butter LONDON worked with World Wide Packaging LLC to create a unique case for its newest mascara line – WINK. Building off the company’s three core beliefs – rock & roll, Great Britain and fashion – butter LONDON desired a case that would embody the product’s swagger. The line itself incorporates vibrant colors so World Wide packaging created an unconventional clear mascara case to showcase the line’s array of bold colors.

“The overwhelming majority of mascara cases are opaque, suggesting a muted, ‘natural look’ product to consumers,” says Jim Farley, vp of global business development at World Wide Packaging LLC.  “butter LONDON’s WINK mascara line is the antithesis of that – its customers are making an uncompromising statement by wearing it.  The clear case is a way for the mascara’s bold colors to speak directly to consumers without interference from a traditional case’s supposed discretion.”

Source: World Wide Packaging

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