Summary
First launched by Etude House, Curl Fix Mascara is a curling mascara designed to deliver maximum performance. The graphic design on the cap of the container is inspired by curled eyelashes, intuitively expressing the product’s key feature—its ability to hold the curl all day long.
Concept
Each time the cap is opened or closed, the graphic appears to move, creating the illusion of zooming in on curled lashes. In line with the brand’s philosophy—that makeup is a genuine experience of joyful moments that enhance a woman’s beauty, rather than a repetitive daily routine—the product is designed to turn the simple act of opening it into a small moment of magic.
