Oekametall said that speed-to-market was of the absolute essence with this project, underlined by the fact that major competitors were also working on similar launches.
In fact the company was able to design, develop and produce the packaging concept in what it describes as a ‘record-breaking time’ of only four months.
The essence of the design lies in the cap, which houses a small battery-powered motor. Then the press of a button induces vibrations causing the brush to oscillate at 7,000 times per minute
UV lacquered decoration
The all-important design features a hot foil decoration, with the casing as a whole having a UV lacquered finish to provide a high mechanical resistance and add a brilliant shine.
Oekametall says that two outstanding design features include the fact that the whole of the casing has been coated in the UV lacquer as if it is one piece, together with the fact that the assembly of the bottle and cap required a high degree of automation.
Back in June, CosmeticsDesign-europe.com reported that both Estee Lauder and Lancome were racing ahead with plans to launch battery-powered vibrating mascaras.
Estee Lauder TurboLash
Estée Lauder released its vibrating TurboLash mascara in the summer in what was claimed to be the first battery operated application system for the product, and Lancôme followed on with the release of its oscillating offering very quickly.
The TurboLash All Effects Motion Mascara, graced the beauty stage at Saks Fifth Avenue on July 17 and was rolled out in the US afterwards.
A patent filed by Estée Lauder back in 2004 suggests that the success of the vibrating applicator may not lie solely with the application of the product to the lashes but also in the modification of the rheological properties of the mascara.
The movement can thin the mascara formulation and allow it to coat the bristles of the brush more evenly and effectively, explained the patent writers.