A Revolutionary New Mascara Brush

Procter & Gamble is the first to market a revolutionary new mascara brush that is designed to provide extremely precise application. It is being used for the new Cover Girl LashExact mascara, launched in January, and the Max Factor Lash Perfection mascara, launched last November.

The brush is made using a patent-pending molding process. “This new patented brush technology replaces traditional wire brushes. The process has been in development for four years,” says Jerry Sapienza, president, Geka-Toly USA (Edison, NJ). Geka Brush supplies this package.

The brush’s soft touch thermoplastic elastomer bristles are injection molded and precisely positioned. This helps the brush provide the best application possible because the bristles can easily reach each and every lash. The injection-molding process ensures that every brush produced is exactly the same and that each bristle is intentionally placed and spaced evenly, with no variation.

According to P&G, the mold is also designed to create offset bristle rows that produce a dual combing action that detangles and separates lashes as mascara is applied. The brush’s tapered shape and its individually tapered bristles have the ability to reach into areas between each lash for optimal lash separation.

Because the brush is a polymer, it can be tailored—when combined with different chemistries—for different results, according to the experts at P&G. The mascara formula for Cover Girl LashExact has been designed to facilitate its transfer from the brush to the lashes, ensuring a clump-free application. “The formula contains lash-building polymers that help increase flexibility and that thicken upon drying, resulting in a strong, flexible, smudgeproof look,” explains Sarah Vickery, senior scientist, P&G Beauty.

The brush can be molded in any color. Cover Girl’s is lavender, and Max Factor’s is bright yellow. To help the consumer take note of the new type of brush on store shelves, the mascara bottle is covered with a temporary cap, which is meant to be replaced with the regular applicator cap before using the product for the first time. This allows the bottle and the regular cap to be placed side by side in the clear package, so that the brush is visible to the consumer.

Source: http://www.cpcpkg.com/magazine/06_05_color_cosmetic_packaging.php