Diorshow Pump ’N’ Volume, Dior’s latest mascara offers an unprecedented oversized effect thanks to its composition and the texture of its formula. Simply by pressing the flexible area on the pack, the formula is softened and the brush charged with creamy product. The technical challenge of this project for Texen and Dior packaging team was mixing flexible and hard surfaces combined with matte and shiny effects.

The aim: offering a mindblowing makeup result.

A partly flexible pack

For this mascara, Texen created a specific two-phase bi-injection process using SEBS and PCTA. This operation allows the creation of a flexible zone on both sides of the pack that can be pressed down with two fingers. The formula, thus mixed, is transferred to the brush to offer a guaranteed XXL effect.

A combination of matte and shiny décor

The tube has a rubbery aspect that makes the pack easier to grip. The logo, engraved in the mould, appears in a flexible window. In the mass-dyed upper part, a stripe presents the brand’s logo hot-stamped in silver.

The cap, stamped with the letters “CD”, is covered with a shiny black aluminum shell. Inside, a stem holder houses a specially developed brush that, with the wiper and formula, combine to obtain the XXL effect.