French design agency De Baschmakoff has unveiled a new makeup brand concept that brings refills and roll-on applicators to the fore.
Dubbbed M.ARCH, the concept is part of the agency’s Futur Proche (near future) innovation program. Thierry de Baschmakoff, founder of the eponymous agency, told Luxe Packaging Insight that like J.U.S, the niche fragrance brand launched in 2018, M.ARCH “is a very accomplished brand concept”.
“When we embark on this kind of exercise we first identify what we see as a gap in the market,” he explains. The idea behind M.ARCH is one of sharing—a single brand that caters to both men and women with a focus on new applicator systems that allow for easy-to-apply, light and graphic looks.
The concept features color products for the lips, eyes and face, housed in glass and aluminum packaging—two time-resistant materials, explains de Baschmakoff. The design, meanwhile, appears to be inspired by space travel.
De Baschmakoff explains that the innovation in this project lies in the roll-on applicators, which allow for more precise distribution of formula when the applicator is in motion and the formula’s diffusion when in locked position. “Whether it’s single-directional axial roll-on or multi-directional for the lipsticks, the combinations are endless. The applicator concept also frees up the design possibilities because the mechanisms are no longer as restrictive, especially for lipsticks.” A mascara is also in development, based on what de Bashmakoff describes as “a unique roll-on system”.
The products are designed to be refillable in-store. The lipstick, for example, features a top component housing the roll-on and access to the refill, which is unscrewed from the reservoir base to allow for refilling.
“We don’t see a makeup product as packaging; it should be an object with a lengthy life cycle,” remarks de Bashmakoff. “We’ve therefore designed the products to be reusable for as long as possible. It is much cleaner and more virtuous to create objects that can be reused rather than trying to recycle them. Reducing the obsolescence of beauty products is, I think, an ethical and committed act that doesn’t compromise on creativity or force the consumer to make choices.”