Mascara Plus, the Italian firm created in 2002 by David Chant, the current CEO, has reported that it has “invested significantly” to increase its production capacity in its key segment, mascara, and has also diversified to other segments of the makeup sector. The company says that among its main strengths is its ability to produce its own brushes (a range of over 90 different brushes is available). Mascara Plus also prides itself on its large female workforce (86 women versus 76 men) and “renewed” sales and marketing teams. They will be revealing a new corporate image in September.
 
The last few years mark a milestone in the history of Mascara Plus. Thanks to determination and hard work, David Chant who started the business alone, with his own resources in 2002, in the manufacture of mascaras, is more than satisfied by the ground covered. The original small laboratory in Turin has been replaced today by a 4,400 m² factory located in Inzago, which will jump to 7,500 m² by the end of this year. The turnover, which was of 11.5 million Euro in 2016 jumped to 18.8 Euro in 2017 and is expected to reach 29 million Euro this year for a total workforce of 160 people. This increase has enabled the company to make investments in new production capacities, in formulation (three new turbos, respectively 50L, 600L and 1000L); in filling (two new filling machines expected September); and in mascara brushes (with a new machine capable of cutting brushes vertically).
 
The makeup share compared to the sole production of mascara continues to grow steadily. Last year it amounted to 6% of sales and this year is expected to reach 8%. The company offers foundations, lip gloss, liquid lipsticks, eyeshadows, eyebrow products, eyeliners, blushes, concealers, etc. "And we are working hard to keep pace with new market trends and consumers’ demands" explains Elena Parietti, marketing manager, "especially to position ourselves strongly on demand for natural products and, of course, with products compliant with environmental requirements. Additionally, our fiber brushes represent a core business for us and a strong competitive advantage. She continues: “The ‘Double Brush’ is our distinctive specialty, a mix of two applicators with different shapes, fibers and density to get different performances with a single swipe. This, combined with our expertise and know-how in mascara formulation is positioning us within the leading contract manufacturers in this market segment.”
 
"Yes, it is indeed a new Mascara Plus which is emerging, ready to conquer world markets," says Orietta Riccaboni, director of sales and marketing. “With our growth rate, we have to invest heavily in both material and human resources; all our teams, from R&D to sales & marketing, from planning to logistics, were strengthened. Our main target is to react as quickly as possible to customers’ demands; speedy time-to-market in project development is giving a significant competitive edge nowadays. Our strength is to be able to offer a wide range of solutions, first of all, a full-service offer: from R&D development, to packaging selection and personalization up to bulk production and filling & assembly. From a geographical viewpoint we intend to increase our export share with a strong focus on Europe and the Middle East, while strengthening our foothold in the United States," explains Riccaboni.
 
 
—From Beauty Packaging's European correspondent, Jean-Yves Bourgeois 
 
 
PHOTO: David Chant, CEO, Mascara Plus