PCD Innovation Awards Spotlight | SHU Lash Care Mascara

February 17, 2023

In December 2022, our prestigious jury from brands including Chanel, Dior, Interparfums and many more came together to judge the PCD Innovation Awards. The finalists and winners of the PCD Innovation Awards 2023 were announced, recognised and applauded at PCD Paris, part of Paris Packaging Week in January in 2023.

Make up - Premium Certificate Winner: SHU Lash Care Mascara

Please describe the brief for the pack. What were the objectives for the innovation project? What were the requirements and constraints?

To match the consumer insight of quicker and more efficient usage feeling, we developed “key opening” locker system on this mascara to optimize the screw efficiency from 360° to 45°.

As “L’Oréal for the future” commit, we identify PET as our priority material due to its qualified recyclability. However this material is more hard for molding process which could cause shrink or flash. By ingenious structure design and process control, we succeed to solve this problem.

And we apply PET bi-injection technology on over cap, to reduce the weight of material and simplify the assembly process.

How did the pack fulfil the brief? Please describe the technical innovations in the pack and the challenges they address

1/4 turn locker has potential risks of weight loss and torque balance. A specific wiper with “wing” structure developed to match our quick and efficient idea, which also provides perfect sealing and smooth opening feel. These parts had got patent of Loreal– Patent family FR 3 029 755 of Albéa filed 11.12.2014.

For sustainable reasons and premium aspect, the over cap uses PET bi-injection technology which strengthen the connection of two parts (red & black) and keep faultless appearance.

Injection gate of cap is invisible because we develop the ultrasonic cutting tooling.

Why do you believe this pack deserves to win an Innovation Award?

From consumer point of view, this product represent the brand image of distinctive flavor, elegant style. SHU UEMURA Japanese artistic designed a disc-shaped holding overcap to keep providing easy-catching feeling with unique brand Japanese characters logo. From aesthetic view, it makes the mascara like a key to open the door to beauty.

It is the first time that patented 1/4 turn “key opening” system launched for mascara products. We break through the weight loss, which is the technique blocking point to all mascara.

This is also the first time that PET material used in bi-injection process.

Who did you work with on this project? Please list the brand owners, packaging manufacturers, design agencies and anyone else involved in the creation of the pack and briefly say how they contributed.

Packaging development: Keira, Wu

Cooperation supplier: Albea Shanghai

Packaging innovation: Alexis Lenonard and Hisayo YOSHIKAWA

Conception drawing design: Eric Le Cudonnec and Xue Mcgrady

Packaging homologation: Wang Corrine, Wang Ruby and Qiu Yaohui

Product development: Yasuko Shinojima

Congratulations to all those involved in the creation of this innovative pack! Entries for the Innovation Awards 2024 will open in the autumn of this year.