In Closing: Reinventing the Wand
Givenchy’s new spherical mascara Brush improves application.
by Marie Redding, Senior EditorGivenchy launched Phenomen’Eyes mascara last August—and completely changed the notion of what a mascara brush shape can be. Instead of a typically shaped twisted-wire brush, the Phenomen’Eyes mascara wand has a spherical tip. The wand itself is meant to be held horizontally, vertically, or diagonally when users apply mascara to the lashes.
Nicolas Degennes, Givenchy Le Makeup’s artistic director, worked on developing the mascara package for more than two years. The package—including the brush—was produced by Geka Brush.
A brush is a critical element of any mascara package, directly affecting the results that can be achieved with the product. “This ergonomic brush allows mascara to grab the root of the lashes. By coating this critical area, the mascara will mimic the effect of eyeliner. The spherical tip will also reach the baby-fine lashes in the corner of the eye, curling and separating them,” says Degennes.
The consumer will undoubtedly experience a learning curve when trying to adapt to this new applicator shape, but according to the folks at Givenchy, once the consumer becomes accustomed to it and sees the results, she’ll be hooked. Detailed instructions and tips for application are included in the package, which may help ease the transition for the consumer.
“Women have long accepted that mascara wands had to be straight or slightly curved, but these shapes are awkward to maneuver around the eye, and the results are not the best that they can be,” says Alexis Rodriguez, director of public relations, Parfums Givenchy. “The round brush fills a void in the market by acknowledging the true shape of the lashes and offering the best way to coat each lash,” she says.
Givenchy's Spherical Mascara Brush
According to supplier Geka Brush, the idea for this new, unique molded Givenchy mascara brush came directly from Givenchy. "The team at Givenchy came up with the idea and came to us to manufacture it. It is their patented design," says Pilar Gonzalez Gomez, marketing and product management for Geka Brush. "This brush was a huge challenge to mold and difficult because of its round shape. It was something completely new to us, that we've never done before," she says.