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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 -
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