A packaging and application device for a cosmetic product includes a receptacle for packaging the cosmetic product that has an outlet orifice, an application member having a plate forming an application surface for the product, a tube extending from the face of the plate opposite to the application surface to the receptacle so as to define a delivery duct leading on the one hand to the application surface and on the other hand into the receptacle, and an electrical heating element. The electrical heating element is a heating resistive wire mounted at least partly around the tube defining the delivery duct.