Belvada, a new name in mascaras, claim to have brought the first major change to mascara application in over fifty years, with the introduction of their new ‘one handed’ mascara. HCP have worked very closely with the Montreal based Beauty Company to develop the industrial design and manufacturing technology for a ‘pen-style’ applicator mascara.

The ‘one-handed wand’ system features a slider mechanism that propels the brush out through a patented (pending) double wiper seal system, ensuring perfect product delivery with no clumping or wastage. Virtually no air is able to enter the formulation chamber during application, keeping the mascara product fresh and free from drying out.

The pack ergonomics are completed by a ‘twist-off’ closure that can be clipped onto a button at the bottom of the pack during usage. The Belvada pack’s finishing uses HCP’s metallisation refinishing technology, with a gunmetal finish and a white silk screen printed ‘Belvada’ logo.

Belvada entrepreneur Dov Grossnass has spent over two years developing the concept and packaging for the one-handed wand mascara. Dov’s aim is to focus on the development of new, innovative, niche market products that excite the consumer and create real value.

This new product, marketed as Mascara Noir, will be sold, initially, to selected salons, before rolling out to speciality stores.