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Maybelline® FitMe Matte+Poreless Foundation
ProAmpac and L'Oréal
Country: USA
Category: Health and Personal Care
Maybelline’s FitMe® Matte + Poreless foundation reimagined their glass bottle into a minimally packaged, on-the-go pouch with custom spout suited for eCommerce retailers like Amazon. As one of the first flexible spouted pouches designed for cosmetic foundation, FitMe is 41% lighter than its predecessor, regardless of hosting 0.3oz more product.
The primary benefit users have been touting is the combination of the more portable flexible design combined with the controlled dispensing of the squeezable pouch with a custom-designed fitment to minimize product waste during application and the ability to get almost all the product out of the packaging.