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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.”
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