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June 2009
 How can you switch from a dual applicator to an all-in-one mascara and still deliver the same false eyelash effect? That was the challenge set by Bourjois for the transformation of its latest mascara, "Coup de Théâtre". The secret behind the achievement lies in a white thermoplastic injected brush that gives the lashes maximum volume and length thanks to the distribution and shape of its purls.
"With Coup de Théâtre, the customer wanted a complete two-color model, including a white brush. That expectation could only be met with an injected brush, which allows an endless range of shapes and colors," explains Nicholas Thorne, Innovation & Development Director at Alcan Packaging Beauty.
Who better than Alcan Packaging Beauty, the inventor of the first injected brush model (brush AP28), to meet such a challenge? The visual impact is striking. The transformation is visible in the pack design where black and white intertwine: black for the stem, white for the brush and B&W in a perfect duo for the PP bi-injected cap with a silkscreen-printed bottle. Brown, electric blue, green or plum? Coup de théâtre comes in 5 party colors to give you the look that matches your mood.
Alcan Packaging Beauty - mascara expertise you can see at a glance.
PROFILE
Alcan Packaging Beauty achieved US$ 932 million in sales in 2008 thanks to its 8,500 employees and 26 manufacturing sites in Europe, Asia and the Americas. The world leader in tubes and in packaging for fragrance and cosmetics and a front-rank supplier of full cosmetic solutions, the company offers its customers a global industrial network, innovation & development capabilities in products, processes & services and a strong commitment to sustainable development. Alcan Packaging Beauty is part of Alcan Packaging. Find us at http://www.alcanpackagingbeauty.com/
Alcan Packaging (Rio Tinto goup) is a global leader in value-added specialty packaging. In particular, it is the world #1 in food, beauty and tobacco packaging.
CONTACTS
Communications Direction
Dalila Safir
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Isabelle Kaiffer
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Marketing Manager, Fragrance & Cosmetics Worldwide, Beauty Solutions
Maria Viegas
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