Applying mascara effectively is all about geometry. Women’s hands need to twist into all kinds of angles to reach lashes that grow in slightly different directions.
Packaging for cosmetic, health and beauty products are highly specialized to meet the needs of product protection, consumer functionality and brand positioning. Cosmetic packaging components include applicators (like brushes and sponge-tipped wands), as well as many formats such as lipstick tubes, roller-ball vials, mirrored makeup compacts, mascara tubes, flexible tubes, jars, pots, powder-dispensing pens, airless pump packages and eye shadow palettes with multiple wells.
Package design, both structural and graphic, plays a significant role in cosmetic packaging, with brand image tightly aligned with the package’s look and feel. Attractive, eye-catching package designs are therefore the norm.
High-end decorating techniques are often used to create distinctive cosmetic packaging. These include foil stamping, silk-screen printing, holographic printing, metallizing, frosting, embossing/debossing, etching and die-cutting.
Like other aspects of the beauty industry, cosmetic packaging is trend-driven. Colors come in and out of favor, for example, as do finishes, textures and graphic styles.
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