A permanent quest for innovation

Let us look back in time. In December 2009, Charles Chang had explained for Premium Beauty News the ambitions of his group on the dynamic segment of full service to serve the cosmetic industry. At the time, the Topline Group was worth about $100 million, employed 2,000 people and was running five factories in China. A few months before, the group had opened itsEuropean office based in Paris, headed by Jean-Robert Bonneil.

Yet the group could already boast of several product innovation such as the "Dual Hinged Compact", a Topline patented creation chosen by L’Oréal for its True Match line, but also the tube of the lipstick / lip gloss Infallible also designed for L’Oréal, not to mention the loose powder compact with its brush for Max Factor or the "French Manicure Pen" for Sephora. Charles Chang’s motto was clear: “constantly seek for innovation and performance.

Industrial investments

In May 2010, the group added to its existing structure, a first industrial plant in North America, in Reynosa (Mexico). This plant provides a complementary base to the Asian structure for both the filling of perfumes and nail polishes and the assembly of gift boxes. A plant of 2500 sqm including, among others, a clean room for specific filling operations.

In June, the same year, the group bought the plastic injection factory, Motor City Plastics in Dundee, Michigan, whose main strong point is bi-injection, and even tri-injection. A plant which has even strengthen its production potential with the installation of multi-cavity machines.

Flexi-Fibers with a particular design

In October 2010, Topline signed the new foundation distributor for Maybelline’s Instant Age Rewind. Already a rare piece of technology in the form of a transparent bottle with a collar that you just need to turn to allow the juice to rise through a convoluted foam which can then serve as an applicator.

Today, the group has signed the new packaging of L’Oréal Paris’ new foundation, Infallible. The new ultra-fine brush of this packaging benefits from an ergonomic design for a perfect application of the foundation and a flawless absorption for an undetectable coverage and an infallible finish.

The innovative nature of this brush is largely due to the technological quality and design of its Flexi-fibers. The bristles of varying heights are optimally positioned to form multiple layers. During the application, each successive layer of Flexi fibers glides effortlessly on the contours of the face to apply the formula on the skin. The result is an ultra-thin make-up for a flawless coverage which stays natural and undetectable. The guarantee of a make-up with no overload. The ultra-soft and smooth touch of the Flexi-fibres guarantees rapid absorption of the foundation on the skin without leaving any marks.

This brush applicator was specially designed with a high bristle density and a flat head shape with rounded edges for a double effect. It allows to quickly and easily obtain an optimal coverage, by applying make-up in broad strokes moving downwards, on the nose, forehead, cheeks and chin areas. The bevelled edges of the ultra-soft brush are used to spread the make-up on the most delicate areas like the wings of the nose, hairline, eyes and lips contours. Finally, the size and thickness of the bottle allows a better control of the application.

When applying make-up, it is important to ensure that the proper amount of product is applied to the angle and pressure suiting a efficient application. The new metering system, implemented with a simple click allows to control the desired amount.