At Geka Brush, Franco Luca has just been appointed as new Chief Executive Officer. As far as the German company is concerned, the main buzz is about that “weird little mascara brush” looking as a ball and developed for Givenchy. Is it a big seller or not? Considering the fact that Geka has been working on new orders sooner that expected, it seems that women do really like the product.
Recreating the mascara brush
The German producer of mascaras does not intend to rest on its laurels. Its latest “innovation show”, organised during HBA in New York in a photograph workshop, the Splashlight in Manhattan, perfectly illustrated this strong will. On this occasion, Geka unveiled a new range of innovative brushes to a selection of five American customers per day. Flexible and soft plastic brushes (one of them with not least than 1248 extremely thin plastic hairs), as the one made for Avon’s SuperShock, a brand new metallic brushes specially designed for the short eyelashes of Asian women, or a double function applicator comb, were under the spotlight.
For Geka, this special event was also an opportunity to announce the opening of its new American factory, located in Elgin, Illinois, which should eventually employ 145 staffs.
Toly bets on airless
As far as Toly is concerned, innovation seems to be a second nature. In the wake, of a joint-venture agreement with two Korean companies, creating Toly Airless Packaging (TAP), the company is presenting a set of new products, featuring an airless cream jar with a mini-pump allowing a very precise product dosage.
Toly also invested in innovative designs for its two lines of round double walled dispensing systems, TAP-1-R and TAP-RFW featuring an inner airless pouch that collapses within the rigid tube along with the utilisation of the product.
Another interesting novelty, the Slimline range of dispensing packs with their set of various applicators corresponding to the desired function. “Airless, as we consider it, must help to offer new shapes and a bigger variety of designs,” Toly managers say.