Maybelline reaches for Topline

For its new lip balm line Color Elixir, Maybelline has selected packaging from Topline Products.

For its new lip balm line, Color Elixir, launching soon in France, Maybelline (L’Oréal) has selected elegant and colourful packaging from Topline Products. Topline said the packaging mixes up transparency, shine, colour and quality to stand out from the competition and encourage impulse buys.

It features a thick-walled PCTG base and an anodised metal cap in shiny silver, with playful see-through colour taking centre stage. The transparency unveils a small raisin-shaped interior bottle that is dyed in bulk. Color Elixir will be available in 20 shades.