Oekabeauty, announcing major innovations

Interview by Jean-Yves Bourgeois

30 October 2012

This is undoubtedly one of the high points of this end of year in the make-up segment, not to say THE high point! The German firm has announced in recent days two major innovations. An ingenious device patented by the CinqPats Company and industrially developed by engineers from the Oekabeauty Company, the cosmetic division of the Oekametal group, which consists of a brand new airless packaging, dispensing lipstick. And this is not the only innovation presented by Oekabeauty as we approach the end of year. Officials have reached an exclusive agreement with Inotech, the German company to offer a co-injected vial with a transparent window enabling to see the product inside. Explanations are given to us Gerald Oehlhorn, CEO of Oekabeauty.

Premium Beauty News - With this series of innovations, you discredit the belief according to which large groups are the only ones who can afford to offer innovations.

Gerald Oehlhorn - You are quite right indeed! What is important in innovation is often to meet "the" right person(s), partner(s). In both cases, it’s the result of an encounter. The development with Jean-Louis Mathiez from the CinqPpats company will definitely be the innovation the market had been long waiting. And the partnership with the Inotech Company for the new co-injected vial will probably be a revolution for the lipgloss and mascara segment.

As for means, we simply have to find them. In our case the decision-making process is very short and we know what means it takes. The Oekametall group is doing well. Industrially speaking, we have continued to improve our productivity in recent months. We have also invested this year with two new high speed pad printing machines (one part per second). And may I remind you that – in addition to our PU metallization and lacquering unit in Bamberg – we have been integrated in vacuum metallization and UV lacquering for the past three years with our CCO production unit, where we also manufacture flocked applicators. Not to mention the very important efforts we have made to equip ourselves with high-speed and ultra-efficient assembly lines.

Premium Beauty News - Investments that can be compared to the ones dedicated to innovation?

Gerald Oehlhorn - For us, one cannot go without the other. And the impact on our customers caused by our new co-injection vial which enables to see the product through a transparent window is a proof of this. This radically changes the look and use of this type of product. Our partner, Inotech granted us the exclusivity of its process on the make-up segment. As for the brand new distribution concept of liquid lipstick, it is truly revolutionary. It combines a new gesture with an increased formula protection thanks to the airless system.

Premium Beauty News - And that’s not all... You have more surprises in store...

Gerald Oehlhorn - Our goal has always been to master all the product manufacturing stages. This will for integration is a key asset because it also allows us to control all the creation steps of a product. We are quite proud, for example of being innovative and efficient in the field of "fibre" brushes. And, if I dare say, at times when fibre is perking up.

In addition, our engineers are very innovative when it comes to applicators and lipgloss and we regularly launch new innovative applicators. Being present both in the automotive industry and in the stamping of aluminium and metal parts is a plus which we intend to make the cosmetic sector benefit from.

Finally, we are pleased to have created a new packaging line called "Go! Collection by Oekabeauty" This line includes the most popular of our standard packs of mascara and lipgloss in combination with our most performing brushes and applicators. This new collection also allows us to adapt to new market requirements rather more oriented towards smaller quantities (from 10 000 pieces).