Turbolash is creating buzz

Auto-powered and precision engineered, Turbolash is creating buzz.

Estee Lauder TurboLash Motion Mascara

Many women, even those who hardly wear makeup, cannot do without their favorite tube. But in every great product, lies a great opportunity. Estee Lauder, a leader in cosmetics, knew they could create a new kind of brush that would not only enhance the eyes, but also the experience users have with mascara. With Radius’ help, they created TurboLash, the world’s first “turbo-charged” motion mascara with a vibrating brush.

Turbolash borrows from a pulsing technique used in painting, which allows for a more even application and results in a more refined look. The tube was designed with a simple cap that twists to turn the motor on. Once on, the vibrating brush with micro-pulse bristles can saturate lashes while separating them to keep from clumping--giving women a whole new experience in mascara application.

Radius and Nypro collaborated to explore a variety of design options/solutions (multi-component assemblies, motor chassis and battery retention, and switch activation. Our internal assembly solution developed jointly with Radius, Nypro and EL, reduced the cap part count to only two major pieces; a complicated one piece wand / brush combination and a revolutionary chassis / smart-rotating switch. The transparent collaboration between the partners yielded not only basic product innovations, but also significant process innovations that would prove essential to commercializing EL’s original vision.

By collaborating early, the integrated partnership was able to reduce risk and EL was able to shorten time to market and achieve a significant competitive advantage. In fact, The Estee/Nypro/Radius collaboration managed to pull in the first 10,000 pre-launch units by 2 months in order to assure product would be first to market.

Winner of Redbooks Beauty’s top 40 of 2008,

Winner of Woman & Home Best Beauty Buys 2010: Best Mascara for Genius

Winner of Cosmetic Executive Women (CEW) Awards 2009: Best New Makeup Product

Winner of Grazia Best in Beauty Awards 2009: Hottest New High-Tech Mascara