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Innovation & new products

Geka combines emotion and technology with new make-up applicators

Geka is reinterpreting technology and combining it with emotions romanticism, nostalgia and dreams for the future. At the latest edition of Cosmopack, the Germany-based supplier of make-up applicators, packaging and accessories presented two new mascara brushes as well as two new lip gloss applicators.

At the Cosmopack 2016 tradeshow, Geka showcased a series of innovative applicators conceived to match with the 2017 spring summer trends identified by the company.

The new endlessSPHERE mascara brush promises “impressive volume, fantastic lengthening and silky shine in black.” Thanks to the patented Hypno cut with three volume zones, plenty of mascara is absorbed and evenly applied to the lashes. The triangular shape of the brand-new EOSdelta fibre separates the hairs perfectly. The brush was presented in a new packaging in rosé-gold with a shiny bottle and a matte cap, thanks to a special additive in the master-batch.

The other mascara brush launch is focusing on 3D volume effect. Thanks to Geka’s patented sandwich technology, and the new lashLADY mascara brush precisely lifts lashes, while the transparent, super-fine bristles reach the finest lashes and encase them with the mascara. The packaging is gleaming metallic.

Geka's new lashLADY mascara brush

Geka’s new lashLADY mascara brush

The new lip gloss applicator softDEFINITION offers the possibility to achieve a sensuous shimmering finish. It allows the lips to gleam in an “exquisitely soft pink.” The spatula evenly applies the creamy texture with the flattened side. Then the tapered applicator conjures up an ultra precise contour. The cap provides a nostalgic and futuristic look with its brand new individual marble effect master batch.

Eventually, the smoothLEAF lip gloss applicator offers to create a shiny wet look. “Super flexible and ergonomically formed, it fits perfectly to all lips. Thanks to the bi-injected 2K wiper with its hard material on the top and flexible material on the base, formulas are perfectly dosed while achieving a secure grip inside the bottle,” explains Geka. The applicator is presented in a heavy-walled injection blow moulded squared bottle with metallic cap in matte rosé-gold.

On the same occasion, Geka Accessories, a wholly owned division of the Geka Group, presented: a cosmetic bag made of polyester, tweezers in stainless steel that help to get eyebrows in shape thanks to their integrated comb, as well as a handy metal mirror with a fluted pattern on the reverse.

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