Jamie Matusow, Editor-in-chief05.29.19
Dual-sided, dual-flocked, multifunctional, synthetic fibers, environmentally responsible, single-handed—the list goes on and on. Whether for skincare or color, never have there been more choices when it comes to applicators and brushes in the cosmetics industry. Consumers are faced with a multitude of choices—and are often delighted with highly decorated, bedazzled, even adorable tools topped with figures from daggers to flamingos.
Still, while many of these beauty tools are Instagram-able conversation starters, what really matters when choosing the right applicator is the “handleability.”
Bryce Rutter, founder and CEO of Metaphase Design Group, Inc., specialists in “hand-intensive products,” looks at applicators with a critical eye. He warns there is an industry shortfall in brands that lean predominantly toward aesthetics—that there must be a balance between usability and design for a tool to succeed on all counts.
He tells Beauty Packaging: “Consumers are seeking applicators that are easy to use and provide precision and con
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