What do you see as the key macrotrends across the beauty business?
The key influences currently include increasing use of post-consumer recycled material, more mono-material product launches and a growing demand for low cost customization options instead of customer specific packaging.
How is GEKA responding to these macrotrends?
GEKA has many years of experience in the manufacturing of packaging based on post-consumer recycled content and bio-based materials. Recycled PET is widely used in our product portfolio, in particular for waterproof mascaras.
We are now extending our range further by offering bottles made of up to 95% post-consumer recycled PP that is suitable for primary packaging. This innovative material provides the same properties as virgin material and can be used in the same molds with the same master batch to allow brands to seamlessly roll over production from virgin to PCR-PP for a more sustainable product. It provides unprecedented colour brilliance, guarantees no loss of effect and is made of a minimum of 95 % recycled PP. A major shift for the cosmetics industry!
In order to respond to the demand for mono-material, we have also qualified the PCR-PP range to com plement our PCR-PET portfolio for our customers.
The increasing number of requests from brands to reduce investments in bespoke packaging solutions comes back to one of GEKA’s strengths: our standard product catalog featuring over 10,000 options that are con tinuously updated and enhanced. Over 40 years of sustained invest ment is paying off for our customers.
How do you prepare for the beauty industry of tomorrow?
Every day, we challenge how we design our products, how we produce and what materials we use. With every step forward, we must reduce the impact of our products on the environment. We need to work smarter using less, while ensuring an attractive product port folio for our customers and for consumers around the globe. Recognising macro and micro trends and listening to our customers is key to being the number one partner for our clients and helping them launch solution-oriented pro ducts for beauty end-consumers.
What are GEKA's major operational investments in the next years?
We are continuing to invest in our local for local manufacturing strategy to enable us to produce as close as possible to our customers in their respective markets. At the same time, we continue to invest in more energy efficient equipment and automation at all our locations.
What is your favorite GEKA product? Tell us more about it.
I have two favorite GEKA products. The fascinating feather BRUSH – The diameter and shape of the brush are ideally adapted to the natural shape of the eyeball. Paired with the specific bristle configuration and position of the bristle angles, it supports the natural application movement of zig-zag application. This means the brush provides unbelievable length and definition.
Also our micro bristle applicator design preciseBLEND. With 62 delicate micro bristles, it is designed for dot application and getting to hard-to-reach application zones. It is the ideal applicator for lip liner, brow corrector, anti-aging serums and scar care.