# Minimalist Mascara Packaging 'Fatlash' Uses Simplicity to Create a Striking Look to Stand Out By Mishal Omar | Published 2016-09-21 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/minimalist-mascara References: [thedieline](http://www.thedieline.com/blog/2016/9/20/fatlash-beauty) & [anagrama](http://anagrama.com/) This [minimalist mascara packaging](https://www.trendhunter.com/trends/makeup-minis) aims to have an impact on consumers without being too over-the-top. Mascara is a staple in many people's beauty routines and in a rush, it is often the first cosmetic item that people turn to in order to enhance their beauty. 'Fatlash' has a formula that ensures that [eyelashes appear long and thick](https://www.trendhunter.com/trends/extensionist-mascara), as its name clearly suggests. The packaging of the product does not feature any over-the-top designs, with a [black backdrop](https://www.trendhunter.com/trends/perversion-volumizing-mascara) and the name Fatlash featured down the tube's length in a thick white font. This minimalist mascara branding is able to effectively convey what the beauty product's purpose is while offering a simple design that consumers are still likely to remember. ## Trend Insights (Trend Hunter) - Score: 1.9/10 - Popularity: 26% | Activity: 22% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Key Themes Behind This Trend - **Minimalist Beauty Packaging:** Adopting a minimalist approach in beauty packaging design may be a disruptive innovation opportunity for companies in the cosmetics industry to appeal to consumers who value simplicity and a clean look. - **Product Naming Strategy:** Naming a product after its most distinctive feature, like in the case of 'Fatlash' mascara, could be a powerful marketing tool for companies looking to create a memorable brand. - **Simplistic Product Design:** Creating products with a simple design that effectively communicates its purpose could be a disruptive innovation opportunity in various industries, including the beauty industry. ### Where This Applies - **Cosmetics:** Adopting a minimalist approach in design and naming strategies could be a disruptive innovation opportunity for cosmetics companies to stand out in a market that is often crowded with flashy packaging and gimmicky product names. - **Packaging:** Companies in the packaging industry could benefit from offering solutions that cater to the growing demand for minimalist design and branding in various product categories. - **Consumer Goods:** Incorporating simplicity in product design and packaging could be a disruptive innovation opportunity for companies in the consumer goods industry to differentiate themselves and appeal to consumers who value minimalist and clean aesthetics. ## Related on Trend Hunter - [Wisdom-Focused Skincare Packaging](https://www.trendhunter.com/trends/wise-personal-grooming.md) - [Retro Mascara Kits](https://www.trendhunter.com/trends/sky-high-mascara-kit.md) - [Inclusive Skincare Branding](https://www.trendhunter.com/trends/featforskin.md) - [Consumer-Driven Mascara Products](https://www.trendhunter.com/trends/lash-princess-mascara.md) - [Bold Mascara Launches](https://www.trendhunter.com/trends/kush-big-hit-volumizing-mascara.md) - [Dramatic Luxury Mascaras](https://www.trendhunter.com/trends/luxury-mascara.md) - [Innovative Mascara Applicators](https://www.trendhunter.com/trends/innovative-mascara-applicator.md) - [Versatile Multi-Use Cosmetic Pencils](https://www.trendhunter.com/trends/color-tattoo-eye-stix.md) - [Color-Centric Beauty Packaging](https://www.trendhunter.com/trends/absolute-collection.md)