Texen Group was entrusted by L’Oréal for the global launch of the Hypnose Drama mascara, the packaging of which was designed and manufactured through the supplier’s Smart Mascara line. This project incorporates the latest technologies in injection, decoration with hot stamping, varnishing, and in-line assembly that are available at Texen’s.
“The creation of this mascara involved close collaboration between Texen Group’s engravers and mold makers and the L’Oréal team. This synergy allowed us to meet Lancôme’s specific expectations despite numerous technical challenges. In particular, the texturing (lines) on the cap and bottle required precision work,” said the company in a statement.
Overcoming technical challenges
According to Texen, one of the main technical challenges was ensuring the quality and aesthetic appearance of the engraving, which was especially demanding given the need for identical engraving using two distinct processes: injection for the cap and injection-blow molding for the bottle.
Varnishing also played a crucial role, as textures can trap air and dust, leading to uneven varnish distribution. Rigorous work was conducted to validate the texturing with the varnish, ensuring process repeatability and a consistent visual effect. Hot stamping presented an additional challenge. Texen managed to develop settings so that the hot stamping perfectly conformed to the shape, ensuring uniform marking.
Precision and eco-design
The project also required precision in the indexing of components. The engraving had to be precisely positioned in the mold and correctly indexed during assembly to ensure perfect alignment. This level of precision was achieved through the close collaboration between the Texen Group teams and their mold-making partners.
The Texen Group and Lancôme have produced the first luxury mascara packaging entirely made of PP (polypropylene), for both the cap and the bottle, except for the brush and wiper.
“This innovation proves that eco-design can also be applied to luxury products. This fully integrated line (from injection to varnishing) reduces transportation, thereby decreasing the Group’s carbon footprint while increasing speed and agility in service to L’Oréal,” highlights Texen.
