Mascara tube looks more like a pen

Mascara Noir Packaging

HCP Packaging USA (www.hcpackaging.com) worked closely with the beauty company to develop an industrial look to the mascara tube as well as manufacturing technology for the pen-style applicator. Belvada mascara has little resemblance to traditional wand applicators. Product application is controlled with fine precision, resulting in superior performance. The one-handed wand features a sliding mechanism that propels the brush out through a patent-pending double wiper seal system, ensuring smooth product delivery with no clumping or waste. Virtually no air is able to enter the formulation chamber during application, keeping the mascara fresh and free from drying out. The twist-off closure can be clipped onto a button at the bottom of the package when in use.

The Belvada mascara package is finished with a gunmetal metallization technology from HCP and white screen printing of the Belvada logo. Entrepreneur Dov Grossnass spent more than two years developing the packaging and concept.