Franco Lucá (Geka World) and Enrica Ancorotti (Ancorotti Cosmetics)

Premium Beauty News -You have developed together a whole series of truly original mascaras which are obviously drawing everyone’s attention. Could you explain what your approach consisted in exactly?

Franco Lucá - The motivation to innovate in this direction is that we strongly believe that the segment of celebrities will become more and more important in the future.

On top of that we want to demonstrate that with the experience and expertise that Geka has, we are able to manufacture very complex shapes as an example the “Sexy Lady” leg mascara. In addition to that we have introduced a new closing system which we call “Snap-In closure” which leads to cost savings in the filling process. This is a patented and protected system as well as the bended solution for the stem of the mascara leg.

For the “Sexy lady” corsage mascara Geka wants to show that we are able to work on an improved return on investment that our customers has done. That exactly means, that with our “click system” of the packaging, designed by Enrica Ancorotti, we are able to use existing moulds and change the appearance and perception of the consumer and the pack. As we emphasized in different interviews we strongly believe that Geka is able to transform creativity into industrial solutions with a high productivity.

Enrica Ancorotti - Every woman loves to take care of her beauty and wishes to reinvent it every day according, why not, to her mood. With this collection, I tried to change the classic bottle of mascara we used to have in our make-up bag. We will never leave this classic bottle, but our idea is to accompany it with a new and personal touch, an object that could be a collectible item for our beauty.

As a matter of fact, I think that art and beauty are keywords of our woman being. Our eyes are the deepest source of beauty: they express our true self. This is the reason why, when I create collections, I imagine woman as the artist of herself, as she can decorate, embellish, but also mask her own glance.

Premium Beauty News -These new mascaras could become collectibles to start with?

Franco Lucá - You are right. We are working with different celebrities. The leg mascara as an example will be launched in the near future and shows that we have identified a new trend and niche market.

Premium Beauty News - Industrially speaking could these mascaras be produced in large quantities?

Franco Lucá - It is mandatory that everything Geka develops is produced in large quantities.

More new products at MakeUp in Paris

According to Franco Lucá, CEO of Geka World, “MakeUp in Paris is an event really worth to visit. Geka will showcase trendy new products which are non-exclusive and offer a great price-performance ratio. The Geka showroom can be described with a single word: Hollywood!

Precisely, Michele Burke, Geka’s make-up artist is flying in from Hollywood to do live make-up demonstrations and product presentations. “Michele is the winner of two Academy Awards and Geka has a very close cooperation with her. She gives us input on tips and tricks that she has developed during her twenty years experience working with top actresses and actors in the film industry,” says Franco Lucá.

Franco Lucá considers MakeUp in Paris as an occasion to share Geka´s expertise and Michele Burke’s experience in creating such flawless makeup needed in Hollywood movies. One outstanding product out of the Geka - Michele Burke cooperation is the “Lip Definer Max” applicator, which was presented during the latest Cosmoprof in Bologna.

The secret of this applicator is that its shape was inspired by the “pinky finger” of Michele. Now, the tool yields a very tactile quality to the application that feels like touching your own lips. The flexible, soft flocked applicator is a patented creation of Michele Burke, exclusively produced and distributed by Geka.

This eye-catching lip applicator will be launched on the market within the next months.