L’Oréal brands turn to Cosmogen for premium mini beauty formats
Key takeaways
- L’Oréal Group brands have partnered with Cosmogen to develop fully customized mini lipstick formats for travel retail and discovery sets.
- Cosmogen combined mini formats with a standardized 1.4 g “ready-to-go” option.
- Each mini format was developed as a project to preserve full-size quality standards.
L’Oréal Group brands Lancôme, YSL Beauty, Armani Beauty, and Prada Beauty have joined forces with Cosmogen for the development of mini beauty products, designed for travel retail and discovery sets.
Cosmogen has provided each brand with a fully customized solution, including design and manufacturing.
Maud Lelièvre, marketing and communication director at Cosmogen, tells Packaging Insights: “By combining bespoke mini formats with a standardized 1.4 g ‘ready-to-go’ option, we enable controlled costs while preserving premium performance and aesthetics, making discovery and travel formats accessible without diluting brand prestige.”
Combining aesthetics and performance
According to Cosmogen, the mini-format strategy enables brands to offer collections of multiple shades at an accessible price point. The solution aims to address the expectations of Gen Z consumers and improve access to makeup offerings in discovery and travel-related contexts.
“The key challenge was translating each brand’s aesthetic and technical requirements into a reduced format while maintaining full-size quality standards, particularly in terms of mechanism reliability, decoration precision, and industrial feasibility,” says Lelièvre.
“Each mini lipstick was developed as a fully dedicated project, from design to industrialization, to express the specific codes, finishes, and brand DNA of each brand, as already demonstrated with Valentino Beauty.”
Recently, Cosmogen introduced its Squeeze’n Roll semi-precious stone roll-on applicators. The company developed micro and mini formats alongside standard and maxi formats for the range.
Last year, Cosmogen supplied the men’s skin care brand Horace with a post-consumer recycled PET stick for cosmetics. It is suitable for all wax-based and anhydrous formulas, such as lipsticks, lip balms, concealers, and sun care products.
