Maybelline, a division of Cosmair, Inc., New York, NY, introduced its "Define-A-Lash" mascara line in custom packaging earlier this year. It was developed in cooperation with the tube supplier Techpack (www.techpack.alcan.com) and high-volume anodized components design and color-matching expert Anomatic Corp. (www.anomatic.com). Techpack supplies the plastic container body and the clear plastic insert that goes on top of the cap. Anomatic supplies the anodized aluminum cap (ferrule).

Anodizing involves the electrochemical conversion of an aluminum metal surface to its oxide. Oxygen combines with the aluminum, forming aluminum oxide on the surface. Then the aluminum is dyed, with the dye entering the coating via diffusion and binding to the anodic pore wall.

Precise color matching

The new mascara package features an aluminum cap that is anodized with precision color matching to coordinate a seamless flow of bright green from the cap to the plastic base (plastic structure not disclosed). In order to accommodate the unique package design, Anomatic and Techpack created the cap to exacting specifications. Anomatic utilized an open-ended aluminum ferrule with a special attachment to fit the plastic base. The proprietary anodizing process used on the cap creates a diamond-hard finish that protects it from fading, chipping, scratching, or peeling.

Maybelline Define-A-Lash mascara is being sold at department store make-up counters across the United States for $7.99. A Maybelline spokesperson was not available for comment. But, according to Techpack officials, the product has exceeded expectations and is selling very well.

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