5 steps to choosing an applicator

The applicator is the key to success of a liquid cosmetics product. It ensures that the formula is applied to the desired area, in the right amount, in the right way, so that the product achieves its claims. Moreover, it enhances the user experience and can hook into the latest trend. The most common designs are brushes, mascara/brow brushes and a whole variety of flocked tips, including doe-foot, arrow, spatula and leaf shapes. Less conventional materials and shapes, like ceramics and floral designs, are also becoming popular. With so many options on the market, choosing the right one for your product can be a challenge. Quadpack's applicator expert Mateia Crippa helps you navigate the options with a step-by-step guide.