With a square, faceted and flat design with black and pink metallic décor, Lancôme’s new Lash Idôle mascara was produced by Texen through their 100% automated SMART® mascara 4.0 production line, which was optimized for this major industrial project.

The challenges raised by the Lash Idôle mascara were simultaneously esthetic, technical and industrial,” said the company specializing in high-end beauty packaging.

On the design front, the product needed to have a flat black area that was as big as possible to evoke the fragrance bottle. To this was added a metallic effect that highlights the square lines. Texen pulled out all the stops for this extremely complex development, both in terms of esthetics and technicity, taking into account the constraints of production and décor. Multiple tests were needed to guarantee the resistance of the décor during assembly, in particular when it came to the edges, particularly sensitive to damage.

High-speed production line

For this major product, Texen personalized the functionalities of its SMART® mascara 4.0 line in order to optimize complex high-speed production. Once injected, the five components are assembled in-line, down to the application of the pink lacquer with its metallic finish. Texen was required to innovate with the decoration process in order to sustain this aluminum lacquering step, a first for this machinery.

Developed by Texen, the SMART line (standing for “Speed, Modularity, Agility, Reliability”) is adapted to multiple formats of mascara and different types of finishing. According to Texen, the line offers a range of benefits, including significant time savings thanks to high speed manufacturing, in-vacuum varnishing, reduction in the need for human handling and transport.