Mascara tube looks more like a pen

January 29, 2014

1 Min Read
Mascara tube looks more like a pen


Mascara Noir Packaging

Belvada, Montreal, a new name in mascaras, claims to have brought one of the biggest changes to mascara application in more than 50 years with the introduction of a new “one-handed” mascara wand. Marketed as Mascara Noir, the new lash definer will be sold initially to selected salons before rolling out to speciality stores.

HCP Packaging USA ( 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.

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