Behind the packaging of Elastic, Bourjois’ new mascara, hides the design agency, La Vache Noire, who chose to express the product’s claim of 130% more visible length of eyelashes through a bottle topped by an elongated cap “in the shape of a stretched droplet of the formulation”. For a better visual effect, the droplet on the cap is glossy while the rest of the product is matt black and decorated with silver hot stamping.

The making of the packaging and of the mascara’s brush was the mission of Alcan Packaging Beauty, the leading beauty packaging maker that wasrecently acquired by capital equity fund Sun Capital.