Lipstick, mascara: Guerlain is confirming its premium strategy

A jewel? A make-up case? Behind the unpretentious and eye catching Guerlain seal are kept a few ground-breaking secrets. Pull on the case and with a click, the hidden mirror is revealed. A simple twist and the brush appears. Easy to use, you just need to trust your intuition. Black G is a precious object, made mainly of zamak and consisting of no less than seventeen parts. A design signed by Jackel, LF Beauty’s primary packaging division.

“This was a real technical challenge,” admits Thomas Diezinger, CEO of Jackel France, “because the design constraints were not that simple to overcome.” Seventeen parts to put together, the desire to achieve a sophisticated and stylish product with high quality parts, a tight closure, a comfortable gesture with the famous “click” at the close, a very sophisticated mechanism enabling a smooth opening of the part supporting the mirror...

Yes, indeed quite a challenge! It will have taken no less than 18 months to the Jackel teams, supervised by Anne-Cécile Monet and Stéphane Bulle, to develop the object. The PP body was made by the German firm Geka, and the brush by the Italian company Ponzini.

Icing on the cake, a clever system makes of Noir G a refillable mascara: by simply pulling on the hood the refill appears. You then simply need to trigger a click on the top of the hood to release it...

“Never change a winning team,” says Daniel Saclier, Packaging Development Director, LVMH. “The Lorenz Bäumer and Olivier Echaudemaison tandem has again designed a rare piece of technology with this high-end mascara. Clearly, this is a dream object. Rechargeability was obviously an important criterion, along with, of course, perfect tightness while enabling women to keep the same make-up gesture when using a mascara.”