A maker of writing instruments collaborated with a local cosmetics brand to come up with a unique eyeliner, writes Shuhada Elis
MENTION the name Schwan-Stabilo and the first thing that comes to mind is a pen or colour pencils. Many of us are familiar with this brand of colour pencils.
But now, Schwan-Stabilo is raising eyebrows with its first eyeliner, though technically, that’s a pencilling instrument too.
For the last 40 years, Schwan-Stabilo Cosmetics has grown by leaps and bounds to become a leader in producing pencil format cosmetic products for top beauty labels such as Revlon and Estee Lauder.
Now, the global private label manufacturer has collaborated with local cosmetics brand Elianto to produce an ergonomically shaped liquid liner that makes applying eyeliners as easy as batting an eyelid.
The product, Curvee, took almost three years to develop as both partners wanted to come out with the best way to apply a liquid liner with ultimate ease, especially for beginners.
“It’s great because it works like an extension of your finger,” says Schwan-Stabilo Cosmetics vice president Britta Franke.
It looks unusual, but the ergonomic design of Curvee is meant to provide a solid grip or “the right hold” for both right-handed and left-handed users, adds Franke.
She says as Asian women love the “heavy look” on the eyes, choosing Elianto as a partner is the best way to break through the masses in the region.
The brand has outlets in the Philippines, Singapore, Maldives and the Middle East. By October, it will spread its wings to five locations in Indonesia while at home, outlets can be found in over 100 locations.
Aivoria Group (which owns the Elianto brand) chief executive officer Edwin Saw says the partnership has proven that a global company believes in Elianto’s high quality yet affordable products.
Offering the best eyeliner performance with its skinny tip for high precision, Curvee is waterproof, transfer proof and smudge proof.
Its effect is a strong black, suitable for women who love that bold and heavy look. It also dries quickly compared to other liquid liners, making it suitable for today’s fast-paced lifestyle.
The ergonomic design ensures a steady grip for precise applications, especially for those with shaky hands. Its twist-off system also secures the the cap so it will not open up easily in your make-up bag.
For those who like to play with colours, Curvee comes in seven. It is also refillable.
However, its unique shape probably wouldn’t fit into a thin make-up bag, unlike regular pencil eyeliners. Also, using it in a public toilet, for instance, might get you curious looks.
Since it “works like an extension of the finger”, having a finger “pointed” at the tip of your eye may, perhaps, be a little intimidating, especially for beginners. I would recommend it only to those who are already experts in applying eyeliner.
Priced at RM33, Curvee will be available at Elianto outlets next month. The refill is RM27 each.
IN 1927, Schwan-Stabilo Cosmetics extended its expertise in innovative writing instruments to a completely new trade sector — beauty and cosmetics. It developed the world’s first wooden cosmetic pencil for eyebrows, even before World War II.