A packaging and applicator device for applying a substance may include: an applicator configured to apply the substance; a reservoir configured to contain the substance to be applied; a rotary ferrule configured to turn relative to the reservoir and including an opening; and a support carrying the applicator and co-operating with the ferrule and the reservoir so that while the ferrule is being turned relative to the reservoir, the support is axially displaced relative to the reservoir, the support being movable between an extended position in which the applicator extends, at least in part, out from the opening, and a retracted position, a space being formed between the support and the ferrule, thereby enabling substance to flow from the reservoir to the applicator, via said space, while the applicator is in the extended position.