Nocibé, the French subsidiary of German chain retailer Douglas, once again entrusted Texen Beauty Partners wih the full-service and turnkey development of a new generation mascara.

Hybrid two-in-one brush

Dubbed “Vice Versa”, the recently launched item stands out for its hybrid two-in-one brush. One side is made of fibres for volume, while the other part is in plastic to define the lashes. The formulation was created to colour, lift and give shine to the lashes, while the wiper adjusts the amount of product to what is strictly necessary.

Network of experts

Acting as a project leader, Texen brought up together “the best partners to create the perfect union of brush, silicone wiper and formula.

Of course, the main challenge of this launch lay in the brush, which required specific operations and the development of appropriate tools. It was created by pairing a fibre element with a part made from injected thermoplastic polyester elastomer (TPC ET). This process has been patented.

The 9ml standard bottle is made from PP coated with pink anodized aluminium and screen printed with a white logo.