The invention relates to a product applicator device comprising: a reservoir that extends along a central axis between a proximal end and a distal end; a cap that is connected to the distal end of the reservoir, said cap having an opening along the central axis; a spherical plug valve mounted such that it can pivot in the cap in order to selectively open and close the reservoir; and a rod extending along the central axis as far as an applicator head, which rod can move axially between retracted and extending positions. The plug valve is opened and the rod is subsequently extended by actuating a base which is mounted such that it can move with respect to an external body that is solidly connected to the cap.