PCD Innovation Awards Spotlight | Mascara Noir Allure
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 2023.
Make up - Premium Winner: Mascara Noir Allure
Please describe the brief for the pack. What were the objectives for the innovation project? What were the requirements and constraints?
The ambition was to launch an innovative mascara, with a click gesture in the Allure franchise, with a brush that unfolds the fringe of the lashes for a four-dimensional result: volume, length, curve, definition.
How did the pack fulfil the brief? Please describe the technical innovations in the pack and the challenges they address
The innovation is based on the introduction of the iconic click for the first time on a mascara. The mascara is thin and compact, in aluminium (cold aluminium touch, muffled sound of the click), and is a miniaturized design of 13 parts. The packaging is covered by three Chanel patents on the mechanism and assemblies.
These innovations have made it possible to meet the challenge of a premium click gesture, while guaranteeing perfect protection of the formula. Lastly, pressing the aluminium casing to such a height (115mm vs. 19mm section) is a technical feature.
Why do you believe this pack deserves to win an Innovation Award?
This innovation represents technology at the service of aesthetics. A mascara with an iconic gesture, thanks to several cutting-edge innovations covered by three patents, responding to the very complex challenges of protecting and distributing a mascara formula for a four-dimensional make-up result, while integrating the CSR challenges.
Who did you work with on this project? Please list the packaging manufacturers, brands, design agencies and anyone else involved in the creation of the pack and briefly say how they contributed.
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