GEKA selected for Innovation Tree Products at Make Up in Paris 2019

The 'CURL ME' mascara as well as the innovative 'POLYMORPHE MASCARA PACKAGING' have been selected by the Make Up IT Products Committee and will be presented on the Make Up in Paris Innovation Tree.

GEKA, a leading manufacturer of brushes, applicators and complete packaging systems for the cosmetics industry, presented its collection 'Kiss the Nature' at Cosmoprof in Bologna in March. The mascara 'CURL ME' of this collection as well as the innovative premium 'POLYMORPHE MASCARA PACKAGING' have been selected by the Make Up IT Products Committee and will be presented on the Make Up in Paris Innovation Tree.

CURL ME mascara

The mascara includes GEKA's new star among molded brushes — the bi-injected brilliantEYES brush in a curved design made with GEKA's exclusive Sandwich technology. The two-shot technology produces a stable brush core surrounded by flexible and soft bristles. The curved brush shape is perfectly adapted to the lash line and coats every lash in an instant. It picks up each lash and bends it into a curl from base to tip. The packaging decoration is achieved by laser technology: the 360° wood optic is inspired by nature and creates a highlight at the POS.

POLYMORPHE MASCARA PACKAGING CONCEPT

Meets the customers' desires in terms of flexibility, time to market, as well as functionality and aesthetic requirements. Our solution: a standard inner-bottle with a basic round form that can be used in combination with metal outer shells in a variety of shapes without any need of adjusting the inside bottle. Additionally, the surface of the metal makes the product a high-quality, high-end packaging option for all brands. A smart packaging solution that offers a highly customisable standard pack and to launch a successful and recognisable mascara with squeezed timing and cost constraints.

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GEKA (more information, website)