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Geka carries on innovation strategy

Despite a dull global market in 2009, Geka performed well and increased its market share. The manufacturer of cosmetic packaging and applicators carries on its innovation policy. Geka will showcase two novelties at Cosmoprof and announces a new technology in surface treatment.

Luca Franco, Geka

Luca Franco, Geka

Premium Beauty News - What about the year 2009 for Geka? The Did the year 2010 begin in a better way?

Franco Luca - 2009 went very well. Geka had a better performance compared to the market. Geka’s market share increased around 3 percent. We did very well in Central Europe and the USA.

Our company’s philosophy is not to publish any figures. I can only say that in the first quarter of 2010 we achieved our targets. We are seeing again a positive trend on the market right now. Maybe the market is recovering.

Premium Beauty News - What are the main events for Geka this year in terms of investments?

Franco Luca - End of 2009 we invested in a new silk screening equipment. This year we will further invest in our factory in Elgin, USA to increase our capacities. Also we are investing in a lot of new products which we will present in Bologna. We are investing in labor equipment to give better consultancy and service.

We want to further expand our competence in other applications than mascara. In particular in surface treatment with a new technology that enables customers to differentiate themselves and their products with the same tool at very low investment costs.

SupremeRUBY

SupremeRUBY

Premium Beauty News - At Cosmoprof Bologna, you are going to present two new products.
Franco Luca - This is true. First, the new SupremeRUBY, with clean lines, transparent material, and a practical form. It has all the characteristics of a true classic. The quality is further enhanced by the extra thick walls of the injection-moulded bottle. The 8 ml bottle is ideal for a wide variety of cosmetic formulations, mascara or lip gloss. As part of the RUBY Block Building family, the cap can be paired with the different Geka Style applicators in practically any desired combination.

Premium Beauty News - And also the brand new DefinitionLINER…

Franco Luca - A steady hand, some practice and the right applicator - that’s what it takes to apply eyeliner with perfection. But while nylon applicators guarantee precision, they often feel too hard on sensitive lids. Alternatively, brush applicators are soft, but using them requires some real skill.

That’s why Geka created DefinitionLINER. This flocked eyeliner applicator combines the advantages of both types: soft as a brush, yet as precise as a nylon applicator, they are generally easier to use, easy to control and easy to guide. Thus, DefinitionLINER is a two-in-one applicator for pros and pros-to-be: by handling the applicator differently, users can adjust the line thickness precisely.

DefinitionLINER

DefinitionLINER

Interview by Jean-Yves Bourgeois

© 2010 - Premium Beauty News - www.premiumbeautynews.com
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