A specially developed package and product formula combine to produce extra volume for Dior’s new Diorshow Pump ’N’ Volume mascara. The package also makes the most of opposites: hard and soft; matte and gloss.
The new mascara tube combines a hard copolyester with a soft rubbery material—specifically poly-cyclohexanedimethylene terephthalate acid (PCTA) and styrene ethylene butylene styrene (SEBS), respectively—to create a unique package that helps consumers improve mascara application. Package supplier Texen achieved this through a two-phase bi-injection process.
By squeezing the tube with two fingers where it’s pliable—under the embossed logo on both sides of the tube—consumers are able to mildly warm and soften the mascara formula. This helps the mascara better fill the ultra-supple bristles on the specially developed synthetic brush to transfer more make-up to the lashes.
“The idea was to make the impossible, possible—to create very thick lashes without clumping,” explains Peter Philips, creative and image director for Dior Makeup. “By pumping, you soften the formula and get a creamy volumizing effect that creates really rich lashes.”
The flexible area on the tube features a matte finish, whereas the rest is shiny, for an eye-appealing look that is also functional for easy gripping.