Mascara Design Innovation - What Next?

by Jean Bowler
Posted October 30, 2009

Earlier this week, I reviewed Avon’s dial-up-the-volume Spectra Lash mascara which allows you to twist the base of the mascara tube to dispense a heavier or lighter coat.

I also reviewed the oscillating wand Maybelline Pulse Perfection mascara.

You can buy mascara with wands that tilt to whatever angle suits you for ease of application. All these gimmicks and innovations make one wonder what they might think of next.

Wonder no more. Canadian company, Belvada Cosmetics, just launched a unique and innovative mascara dispenser/applicator which the company calls a one-handed mascara pen.

The package design was developed in conjunction with HCP Packaging USA, a global leader in cosmetic packaging. And it’s pretty cool! Mascara Noir is available online through Belvada’s website. The company ships within Canada, as well as to the U.S., the U.K. and Europe.

After removing the cap (which does require two hands – oh well), the thumb is used to slide a button that moves the mascara wand up for application. As the wand exits the tube it brings the product up with it. The wand is neatly scraped by two wiper blades to dispense just the correct amount.

That’s Advantage #1; but there are two more as well.

Advantage #2: the user will not be pumping the wand in and out introducing air that causes the product to dry out more quickly and can also result in that annoying mascara bugaboo we call clumping.

Advantage #3: the almost-airtight system also greatly reduces the risk of bacterial growth and resultant eye infections, according to the manufacturer.

The package design is patent pending. It will be interesting to see if Belvada and HCP decide to license the design to other cosmetic manufacturers or if other manufacturers can tweak the idea enough to launch their own similar mascara applicators.

In the meantime Brevada is the only game in town and I think they’ve got a winner!

I hope the contents are as good as the unique package design.

Belvada Cosmetics

Belvada Cosmetics unveils one-handed mascara

by Theresa Yee
Posted November 13, 2009

Revolutionising mascara application, Montreal-based beauty company Belvada Cosmetics has launched Mascara Noir - the world's first one-handed mascara with a unique pen-style design.

Working in partnership with HCP Packaging USA, a global leader in the cosmetics packaging industry, Belvada Cosmetics' Mascara Noir is a new concept in mascara application.

The marker-like applicator claims to resolve problems associated with traditional "wand-style" mascaras, as the pen-style wand gives greater control. The product has been designed so that no air can enter through the container, keeping the mascara fresher for longer.

It also features an innovative wiping system designed for swifter application, and a slider mechanism that pops out through a patent-pending double wiper seal system that claims to reduce clumping and wastage.

The mascara comes packaged in a sleek black tube with a cap attached on one end. The cap is taken off and placed on the end of the tube, and the brush appears when you push the slide to the top.

Promising to "define, curl and lengthen" lashes, Mascara Noir is available from priced at £20.

In addition, Belvada will be launching two new mascara formulas in the next couple of months.

New one-handed mascara – but why
Posted October 9, 2009

When I first heard about a new, revolutionary one-handed mascara, I didn't understand the concept at all. Who uses two hands to apply mascara? Now, perhaps that says more about me than Belvada, the Canadian company that makes Mascara Noir ($24). So I resolved to find out more about the world's first one-handed mascara. It turns out to be pretty nifty.

Typically, mascara applicators come in two parts, one with the brush and one with mascara. The user is required to dip – often pump – the brush end into the mascara end. This is where two hands come in. Duh. Belvada Mascara is all in one with a pen-like applicator.  The cap can be put onto the end of the wand and the brush appears when you move a slider, bringing the mascara along with it. Air can’t get into the container so the mascara stays clump free.

With all those oscillating and vibrating mascaras out there, at last someone has come up with something that makes sense. At least, ahem, when you put your mind to it.