Joanna Cosgrove, Contributing Editor09.01.18
Beauty consumers don’t want guesswork—they want efficacy, convenience and simplicity. Pairing two or more products together is nothing new to brands, but rather than simply shrink-wrapping individual product containers together, more brands are exploring exciting, all-in-one formats such as double-ended lip, eye and nail color packages, and layered compacts and palettes that combine products in convenient configurations with distinctive visual interest.
Double-duty, multi-functional packaging has been embraced by brands across the beauty strata, as seen in ELF’s affordably priced Sweat Resistant Mascara & Brow Duo dual-ended product; Maybelline’s Superstay 24 Liquid Lipstick Super Impact, a single unit that pairs a long-lasting lip color on one end with a moisturizing lip balm on the other; and Lancome’s Visionnaire Crescendo Progressive Night Peel, which makes beautiful use of a double-ended airless unit to dispense a dual-phase product.
Another inventive example of this two-in-one concept is ColorEyeDefine, by Susan Posnick Cosmetics. Combining a specially angled liner on one end with a self-dispe
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