In 50 years, mascara has become the most commonly used makeup product the world over. Consumers are increasingly demanding of a perfect makeup result, and make no concessions. Brands are therefore seizing each opportunity to swiftly launch the most competitive products. Whether their chosen product promise is to boost volume or lash length or for a long-lasting result, such claims are built on a subtle combination of brush, wiper and formula.

To address the demand for shorter time to market, Texen has chosen to go beyond packaging production or sourcing to launch a consistent and ready to customize offer.

Texen is launching eight mascaras with tested results and ready to...

Texen is launching eight mascaras with tested results and ready to personalize.

"This new mascara collection is designed for the needs of a market increasingly looking for speed. We have created a complete offer with specific benefit claims," explains Émilie Bleton, Marketing and Innovation Director at Texen.

Eight turnkey mascaras

After extensive sourcing work and thorough consumer tests in collaboration with a top network of experts, Texen elaborated its mascara collection to be the most relevant possible for the market. Texen Innovation then selected the most promising makeup results. Based on this turnkey offer, Texen can then add its own packaging solution.

"The idea was to develop mascaras like a brand would have done, with the aim to make products ready to be launched on the market. Offering a turnkey solution is meaningful only when the outcome is a comprehensive product," says Aïmara Coupet, marketing and makeup development consultant. "As far as mascaras are concerned, there is a very high need for performance because clients are very demanding," she adds.

Texen offers a total of eight mascaras, two fibre brush mascaras and six injected brush mascaras, with formulas originating from Europe, for benefits such as application accuracy, volume, long-lasting, or curly.

Time savings

With this "ready-to-wear" mascara offer with guaranteed product efficacy, Texen wants to offer significant time savings to its customers. Indeed, product development time can be dedicated entirely to packaging personalization.

It’s worth to be noted that to fastly meet beauty to go expectations, 12ml packs have already been designed.

Texen’s teams will put their expertise to work for their customers to develop either 100% standard or fully bespoke projects depending on the constraints of time-to-market and budget,” says the company.

With such targeted makeup results, Texen is engaging in a “B2B2C” strategy, in order to offer agile turnkey solutions while reducing costs and time to market. A revolution for this historical packaging player, which has been able to reinvent itself to meet a changing market!