Breaking News

WWP Develops Bold Case for Bold Mascara

June 2, 2014

World Wide Packaging LLC. (WWP), a leading provider of cosmetic packaging components and plastic tubes, has developed and manufactured a unique-to-client case for the Wink line of mascaras from Butter London.

For this range of products, which are known for their sheer boldness of color, Butter London engaged WWP to create a package that shouted as loudly on shelves as its makeup does on faces, said the company.

To suit the mascara line’s unusually vibrant colors, World Wide Packaging created an equally unorthodox clear mascara case.

Composed of SAN, the case’s vial component communicates the Wink line’s message of unabashed color through its own translucence.

“The overwhelming majority of mascara cases are opaque, suggesting a muted, ‘natural look’ product to consumers,” said Jim Farley, vice president of global business development at World Wide Packaging LLC. “Butter London’s Wink mascara line is the antithesis of that—its customers are making an uncompromising statement by wearing it. The clear case is a way for the mascara’s bold colors to speak directly to consumers without interference from a traditional case’s supposed discretion.”
  • Cargo Says Aloha To Spring/Summer

    Cargo Says Aloha To Spring/Summer

    Christine Esposito, Associate Editor||February 13, 2017
    Cargo Cosmetics has rolled out its new Spring/Summer collection with Hawiianan singer Anuhea.

  • Cashing In on Coconuts

    Cashing In on Coconuts

    Melissa Meisel, Associate Editor||February 6, 2017
    Organic to Green is making waves for its new oils and eco-friendly packaging.

  • Monday Morning Quarterback

    Monday Morning Quarterback

    Christine Esposito, Associate Editor||February 6, 2017
    Super Bowl commercials are big business. Let’s look at some of personal and household care brands that bought spots this year

  • Trade Association Directory 2017

    February 2, 2017
    Contact details of trade associations that serve various segments of our industry and are mentioned frequently in Happi.

  • What the Halal  Is Going On?

    What the Halal Is Going On?

    Imogen Matthews , In-Cosmetics||February 2, 2017
    Demand for these beauty products is surging thanks to a fastgrowing Muslim population.

  • Relief for Sensitive Scalps

    Relief for Sensitive Scalps

    Guadalupe Pellon and Annette Mehling , BASF||February 2, 2017
    BASF researchers detail the attributes of the company’s highly effective hair care system focusing on scalp sensitivity.