Most mascara and brow products on the market are organized by their volumizing and lengthening capabilities. Our market and customer research revealed consumers searching for mascara and brow gels to compliment their hair color. When it came to the design of the packaging itself, we had two initiatives. One, create a package that was easy to grip and unique in shape, and two, create a package that conveyed our natural formulation. A custom brow barrel and low-level molding on caps and the mascara barrel bring the brand to life. To designate mascara from primer, top coat, and brow, we chose an eye-catching combination of white plus a fluorescent color. This refreshing color palette evokes Meloway’s clean formulations and commitment to thinking, and acting, differently from the traditional mascara market.