Ergonomic mascara brush contorts so user doesn’t have to

Lisa McTigue Pierce, Executive Editor

October 2, 2017

1 Min Read
Ergonomic mascara brush contorts so user doesn’t have to

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. The new fun and functional Lash 180° mascara brush does the bending for them by applying mascara both horizontally and vertically.

Developed by World Wide Packaging LLP, the patent-pending polypropylene applicator starts out totally vertical like a typical brush so it slides in and out of the tube for mascara coating. The brush features a twist-top mechanism. After removing the brush, the user simply rotates it into the angled position with one clockwise turn to create a 90-degree triangle before applying the product. To return the wand to the closed position, users simply turn the mechanism counter-clockwise.

According to the company, women can easily lengthen, curl, define and volumize all in one swipe, especially on wide eyes.

The company’s product development and sales group also created the proprietary formulation, which contains vitamins and amino to strengthen and fortify lashes. The product is also USA and European Union (EU) compliant.


Learn what it takes to innovate in the packaging space at MinnPack 2017 (Nov. 8-9; Minneapolis). Register today!

About the Author(s)

Lisa McTigue Pierce

Executive Editor, Packaging Digest

Lisa McTigue Pierce is Executive Editor of Packaging Digest. She’s been a packaging media journalist since 1982 and tracks emerging trends, new technologies, and best practices across a spectrum of markets for the publication’s global community. Reach her at [email protected] or 630-272-1774.

Sign up for the Packaging Digest News & Insights newsletter.

You May Also Like