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Industrial processes

For L'Oréal, the Texen teams are pooling their expertise around a dual international launch

The star of the year, Maybelline's Curl Bounce mascara features a vitamin-rich design and a textured finish reminiscent of a Bluetooth speaker. L'Oréal has entrusted Texen with the dual launch of the product in two references in Europe and the United States.

The technical nature of the product and an incompressible schedule required close collaboration between the brand's teams and those of Texen in the United States and France.

An exemplary collaboration

Validation of key phases, harmonization of decorating processes, multiple tests, mold manufacturing, automation of industrial operations, etc.: according to Texen, this project owes its success to a winning human and industrial synergy. According to Texen, this project owes its success to a winning human and industrial synergy. Added to this is the multicultural communication and complementary nature of our businesses, honed by regular exchanges within the group. This strength is a major component of the "One Texen" culture.

The product development process was managed locally, then duplicated internationally under the control of a dedicated team.

This organization made it possible to maintain a schedule comparable to that of a local project, and even to absorb its contingencies. In a context of remote exchanges, risk management and validation methods have proved their worth.

Objectives worldwide

Texen managed this "transatlantic" project from France (development of molds, implementation of decorating processes, industrial automation, centralization of validations...). Production was then carried out in parallel in France and the USA, under the supervision of the brand's local teams.

The major challenge was to obtain identical 100 % rendering between the two parts of the product (bottle and cap) transformed using two different processes. Numerous tests and adjustments were carried out on the textured effect on the one hand, and on the decorations on the other.

Finally, Texen produced the wringer and supplied a brush sourced from its long-standing partners in the United States and Europe.

Maybelline's Curl Bounce is available in two formulas and two finishes: cream and waterproof in the United States and throughout Europe.

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