A premium mascara designed around a twist-to-choose volume and length brush.
The brief
Max Factor briefed Highlight London on the Lash Wow mascara range, a premium franchise with a modulable brush that lets users twist between volume and length.
The approach
We chose an unusual metallic combination of gold and silver to anchor the premium positioning. The design was extended into a midnight shade and a matching eyeliner, building a coherent franchise on shelf.
The result
Lash Wow now ladders into the Max Factor 2-in-1 franchise alongside Long Lash Era, and the system continues to expand across European mass.
