A pioneer in mascara
To better understand Brivaplast’s expertise, one must remember that the Italian company based in Osnago, a few kilometers northeast of Milan, is one of the first European companies to have launched a mascara ... more than forty years ago. In 1977 managers from Brivaplast decide to review their product portfolio and to intensify their development strategy on this product.
![](IMG/jpg/600eco-friendly-2.jpg)
Innovation
Latest developments to date, the marketing three months ago of an all-plastic mascara eco-friendly positioned, the packaging of which is made from 75% recycled plastic. The brush is based on vegetable oil.
To note, the good appraisal from the market of a range of mascara fitted with a application system incorporating a patented bi-component wiper the characteristic of which is to be "soft" where it should be and "hard" when required which allows a cleaning adapted to the different plastic brushes used. A system that equips Oriflame’s new mascara, Giordani Gold Lash Fascination.
![](IMG/jpg/600elastomeric-2.jpg)
Among recent developments, a line called “make-up artist” which consists of four different applicators (two lipgloss, an eyeshadow, an eyeliner) with looks and performance worthy of professional brushes.
![](IMG/jpg/600artistic-2.jpg)
A dual industrial tool
As part of an overall market approach, the Italian firm has proceeded to a dual-industrialization of its tool for, on the one hand, the Italian factory and, on the other hand, its Chinese factory.
Brivaplast in 2008 approximately achieved a turnover of EUR 12 million, 50% of which for mascara and lipgloss. Main goal this year, highlighting the standard offer for mascara but also the one for lipsticks.