Canadian Packaging

A bold package for mascara

Clear Case from World Wide Packaging lets the vibrant colors of butter London's Wink mascara speak directly to consumers.


February 27, 2014
by Canadian Packaging Staff

Florham Park, NJ—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 cosmetics provider butter LONDON.

For the WINK 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 make-up does on faces.

Founded in 2005, butter LONDON offers a product line that includes nail lacquers, color cosmetics, hand and nail treatments. The company has three stated beliefs – rock & roll, Great Britain and fashion—and prides itself on being ‘obsessed with color, unbridled creativity and self expression.’ For WINK, its latest, mascara line, butter LONDON sought a case that matched the product’s swagger.

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,” says 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.”

About World Wide Packaging
World Wide Packaging LLC provides the cosmetics and personal care industries with a complete range of packaging components, custom and stock molding, and turn-key operations. World Wide Packaging also specializes in custom engineered solutions for a variety of unique product applications. World Wide Packaging’s extensive product line includes a wide selection of innovative tube packaging options, jars, compacts and lotion bottles. World Wide Packaging provides everything from plastic mass-market containers to sophisticated metal cases for lipstick, lip gloss, mascara, and eyeliner, while offering competitive prices and dependable, high quality service.

For more information, visit www.wwpinc.com.