The project of this quite remarkable new mascara tube was initiated by The Estée Lauder Companies and designed by the French firm CEP Industrie. “For the time being it consists of a standard sample with a 2 ml capacity,” explained Stéphane Leonard, the Sales Director, “but we can of course develop larger sizes.”
Main tricks featured by the product, the wiper is embedded in the container and the stem holder is built into the cap. Hence, the whole product only consists of two parts instead of four usually (and therefore two moulds instead of four are required). Moreover, the whole system is supplied fully assembled ready to be filled and sealed from its base like a tube.
A for the new “Minicep”, tube, it is a single material breakable tube fully recyclable which empties completely and effortlessly with its flexible and deformable head. It is resealable. It only weighs 1.3 grams and claims to be as competitive as a sachet.