Whether for skincare or color, never have Eyeliner pen packaging 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.He tells Beauty Packaging: “Consumers are seeking applicators that are easy to use and provide precision and control when applying product.

However, the industry continues to respond with cool-looking designs that are difficult to handle and control. It should come as no surprise that an industry that sells beauty is heavily driven by aesthetics. But industry drivers also are presented with a unique opportunity to be a disruptive brand by being the first to drive applicator designs with usability, then wrapping them in a luxurious style that personifies the brand. Good ergonomic design does not need to come at the cost of stunning aestheticsRutter says the most important part of any applicator is where the thumb, index finger and, in many cases, the middle finger land on the applicator itself.

These, he explains, are critical “fingertip control surfaces” that must consider the size and shape of fingertips, strength needed by the user to hold the applicator, and how dexterity changes as fingernails increase in length. “Within these fingertip control surfaces, surface textures provide valuable traction that aid in precision and control and mitigate drops.”Line of sight of the business end of the applicator plays a role in usability, according to Rutter.

For the most part, he says, “Historically, applicators have and continue to be straight sticks with a brush or sponge on the tip, that when grasped comfortably and brought to the eye for application, block the line of sight to that eye.How can some of these issues be remediated? What should brands keep in mind? Rutter says, “The applicator must be designed in conjunction with the product. How you apply the product to the applicator to get a correct and even dosing is the first step toward being successful in the application of the product to the eye. What must also be considered is whether this is a one-handed or a two-handed task. In an ideal world, one-handed usability always trumps two-handed usability.