Mascara Design Innovation – What Next?

Earlier this week, I reviewed Avon’s dial-up-the-volume Spectra Lash mascara which allows you to twist the base of the mascara tube to dispense a heavier or lighter coat.

I also reviewed the oscillating wand Maybelline Pulse Perfection mascara.

You can buy mascara with wands that tilt to whatever angle suits you for ease of application. All these gimmicks and innovations make one wonder what they might think of next.

Wonder no more. Canadian company, Belvada Cosmetics, just launched a unique and innovative mascara dispenser/applicator which the company calls a one-handed mascara pen.

The package design was developed in conjunction with HCP Packaging USA, a global leader in cosmetic packaging. And it’s pretty cool! Mascara Noir is available online through Belvada’s website. The company ships within Canada, as well as to the U.S., the U.K. and Europe.

After removing the cap (which does require two hands – oh well), the thumb is used to slide a button that moves the mascara wand up for application. As the wand exits the tube it brings the product up with it. The wand is neatly scraped by two wiper blades to dispense just the correct amount.

That’s Advantage #1; but there are two more as well.

Advantage #2: the user will not be pumping the wand in and out introducing air that causes the product to dry out more quickly and can also result in that annoying mascara bugaboo we call clumping.

Advantage #3: the almost-airtight system also greatly reduces the risk of bacterial growth and resultant eye infections, according to the manufacturer.

The package design is patent pending. It will be interesting to see if Belvada and HCP decide to license the design to other cosmetic manufacturers or if other manufacturers can tweak the idea enough to launch their own similar mascara applicators.

In the meantime Brevada is the only game in town and I think they’ve got a winner!

I hope the contents are as good as the unique package design.

Tags: mascara review, package design, lash fantasy, mascara design, mascara formulas, mascara wand design, mascara clumping, one-handed mascara pen