Webb deVlam for Procter & Gamble

Project Goals: The Lash Exact mascara packaging was designed to highlight the new, unique applicator design. The bristles of the applicator were made out of flexible plastic, vs. the fiber ones that were more common at the time. Our goal was to design packaging that allowed the consumer to see this unique technology. It was also required that the design included components that could be shared between the brands, but still allowed them to be differentiated by elements that were unique to each. Cover Girl and Max Factor were both owned by P&G at the time of this project.

Result: Webb deVlam designed both the primary (mascara tube and applicator) and secondary (blister card) packaging. Our solution was an extra cap piece that closed the mascara tube, keeping it fresh, while the brush was separate and the unique brush head was visible. The secondary packaging holds the two parts side by side.

Role: Designer and CAD developer for Webb deVlam. Responsibilities included sketching, renderings, and CAD development.