A century-old
architecture,
re-engineered.

Lipstick formulas have evolved. The architecture supporting them has remained largely unchanged.
SEE HOW IT PERFORMS

More Support, More Product

DEEPER SUPPORT

Deep-Cup™ holds more of the bullet within a deeper supporting cup, improving stability and protection.

MORE ACCESSIBLE PRODUCT

A synchronised bottom plate raises lipstick held inside the cup into the usable area.

SAME FAMILIAR RITUAL

It opens, swivels and applies exactly as expected.

The innovation inside
can become growth
outside

More product possibilities can create more consumer enjoyment.

01

MORE FORMULA
POSSIBILITIES

Softer textures.
Richer sensoriality.
More distinctive products.

03

STRONGER BRAND
LOYALTY

Greater preference.
More reasons to repurchase.

05

SALE
GROWTH

Innovation consumers can feel,
translated into commercial potential.

02

MORE CONSUMER
ENJOYMENT

An experience people value and want to return to.

04

GREATER MARKET
SHARE

A differentiated offer with wider relevance.

THE
STRUCTURE
ENABLES THE
OUTCOME

01

MORE FORMULA
POSSIBILITIES

Softer textures.
Richer sensoriality.
More distinctive products.

02

MORE CONSUMER
ENJOYMENT

An experience people value and want to return to.

03

STRONGER BRAND
LOYALTY

Greater preference.
More reasons to repurchase.

04

GREATER MARKET
SHARE

A differentiated offer with wider relevance.

05

SALE
GROWTH

Innovation consumers can feel,
translated into commercial potential.

THE
STRUCTURE
ENABLES THE
OUTCOME

More product used. Less left behind.

A conventional 4 g lipstick can leave nearly 1 g of product trapped inside the cup.
Deep-Cup™ raises this normally inaccessible lipstick into the usable area, giving consumers access to more of the product they purchased.

No new gestures.
No additional tools.

The same familiar ritual, with more value built inside.

More Support, More Product

787 MILLION

lipsticks estimated to be sold worldwide each year

NEARLY 1 GRAM

potentially inaccessible per conventional lipstick

UP TO 787 METRIC TONS

of lipstick could remain trapped inside packs every year.

Deep-Cup™
brings more product into use. A mono-material version is also available for brands pursuing packaging designed to support recyclability.