Follow us twitter facebook
Edition: Global
Click here to subscribe toour free weekly newsletter click here
Industry buzz

Avon and Geka cooperated to develop Mega Effects Mascara

Avon and Geka, the German manufacturer of brushes, applicators and comprehensive packaging systems, have delivered a game-changing innovation with Mega Effects Mascara, a completely new approach to mascara application.

The standard wand was replaced by a new multi-dimensional brush (the so-called Wonderbrush) that fits the curve of the eyes and can be used at 12 different angles, thus allowing the formula to be applied simply and precisely.

Additional little nodules on the handle prevent it from slipping and because of the special mix of materials used to make the tube, it is convenient to get the formula onto the applicator. The formula is held in the upper end of the tube and perfectly dispensed by the integrated wiper to ensure optimal moistening of the brush.

It has been a great experience partnering with Avon to create the packaging for Mega Effects Mascara. This new mascara is another indication of the innovative creativity generated by the excellent partnership between Avon and Geka,” said Yves Dominioni, CEO Geka Group.

© 2013 - Premium Beauty News - www.premiumbeautynews.com
latest news
Focus
MakeUp in newYork hosted more than 3800 visitors, with a growth of 12% of international guests.

MakeUp in New York moves to Javits Center to continue growing

The latest edition of MakeUp in NewYork was a huge success, announced the organisers. Held at the Center415 on 5th Avenue, in Manhattan, on September 11&12, 2019, the two-day B2B event dedicated to the makeup and skincare supply chain welcomed more than 3800 visitors, with a growth of 12% of international guests. Brazil, Canada, (...)

read more
job opportunities
Experts’ views
Victoria's Secret or the failure of a conservative positioning?

Laurence Bacilieri
Victoria’s Secret or the failure of a conservative positioning?

When the Victoria’s Secret show was cancelled it didn’t come as a surprise. In May, it was reported by The New York Times that the show would no longer be broadcast on network television. “We must evolve and change to grow. With that in mind, we have decided to re-think the traditional Victoria’s Secret Fashion Show". From 2001 to 2018, (...)

read more

Features

We use cookies to give you a better browsing experience. By continuing your visit to this site, you accept the use of cookies. Read more and set cookies
close