Geka focuses on customisable configurations and eco make up

By Natasha Spencer

- Last updated on GMT

Geka focuses on customisable configurations and eco make up
Cosmetics packaging supplier, Geka, centres its beauty strategy on customisation, innovation and sustainability through its new 3D packaging configurator and ‘green mascara’ concept launches.

German-headquartered company, Geka, joined forces with cloud-based platform for the consumer goods and packaging industries, Webpac, to design a 3D packaging configuration solution. 

Concentrating on performance, visually-enhancing aesthetics and functionality, Geka and Webpac’s partnership aimed to create a customisable package development solution.

Using 3D technology to customise

Through combining insights on packaging and applicator know-how with 3D technology, the duo designed a configurator that offers consumers a wide variety of filtering options. The brand’s new 3D configurator provides those in the beauty business with more than 100 stock components and 1,200 available combinations.

Users are able to customise their product by selecting multiple criteria including the desired make-up look, applicator type, packaging design including colour and other details, packaging filling material and packaging filling volume.

All virtual mascara packs are enabled with augmented reality (AR). Complete with an integrated share function, users can view their intended packaging designs through accessing virtual prototypes. Once happy with the design, an AR app can then be used to visualise how the packaging will look on any shelf or surface. Viewing the item in this way indicates the product will appeal to shoppers when experiencing and seeing the range for the first time.

“Our partnership with Webpac in this innovative technology reflects GEKA’s commitment to providing unparalleled customer experience,” ​Sacha Cusseau, Global Account Director, GEKA Manufacturing, explained.

Commenting on its consumer appeal, Cusseau went on to say: “The 3D Studio puts the power of packaging development directly into our customers’ hands. And with the unique filtering system not only can they get to know the full scope of our product range but also quickly access the specific components that interest them most.”

The brand’s latest range offers a wide collection of stock applicators and packaging options. This expansion removes long production development times and the associated costs and resources needed to produce custom solutions. The new digital tool gives brands the immediate and on-the go opportunity to conveniently design its bespoke product.

‘Green mascara’ concept

Geka has also released its vertTENTATION mascara line, which contains one volumising, one lengthening and one defining variant of the popular make up staple.

Focusing on its environmentally-friendly commitment, Geka’s latest vegan mascara range comes in packaging comprising 100% food confirm PCR-PET, produced out of post-consumer PET-A bottle scraps. The caps are made from 100% PCR-PP deriving from post-consumer scraps such as homecare and personal care bottles and empty food pots.

In addition to its packaging, the mascara brush itself is created from bio-based fibres from 100% renewable raw materials. The mascara wiper is made from LLDPE, where 84% of it is bio-based material derived from sugar cane.

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