As Germany-based GEKA approaches its 100th anniversary—now under Swiss ownership— CEO Florent Lafond fills us in on some of the company’s latest innovations, and explains how they’ve turned the challenging Covid conditions of the past year into researching and developing new types of safe and hygienic applicators for their customers.
 
Jamie Matusow: What is the DNA of your company?
Florent Lafond: GEKA’s product expertise, constant flow of innovations and countless patents make us stand out as the application specialists. With a strong heritage dating back to 1925, we provide high precision beauty application solutions, all of which can be delivered fully finished and ready for sale. We are specialized in mascara, liquid lip and concealer products, micro brushes and beauty tools and our manufacturing sites are established across 4 locations in Bechhofen (Germany), São Paulo (Brazil), Elgin (Illinois, USA) and Shanghai (China). This allows for a combination of global reach supported by a local presence for direct and immediate access, feedback and solutions. Being owned by Sulzer, a quoted Swiss company, since 2016, helps us to continuously develop our product portfolio to match the new product requirements of the beauty segment.
 
JM: What are your latest product developments that you are proud of?
FL: We proudly present an absolute highlight with the Benefit Cosmetics ‘They‘re Real! Magnet’ powerful lifting & lengthening mascara. Developed exclusively for Benefit, this mascara is an innovation on the market. The custom Extender Brush contains a magnetically charged core that pulls the Magnetic Mineral Enriched Formula up & OUT BEYOND the tips of lashes, resulting in lashes that look 40% longer (than bare lashes; instrumental test on 21 women). The innovative formula is flexible, lightweight and buildable to allow customers to layer over & over for more extreme length & powerful lift. The ZigZag bristles, made of thermo plastic elastomers (TPE), are strategically positioned around the magnetic core of the brush to fan out, separate & define lashes. For the market launch, GEKA produced the mascara in three different sizes for Benefit Cosmetics: the full-size, the mini-size and the fun/travel size version.
 
Another amazing product we proudly highlight is an absolute eye-catcher—in the truest sense of the word—with the ‘Intense Metamorphose Mascara’ by Yves Rocher. The metallic effects and transparencies give the mascara a unique look: The image foil creates a play of glossy and soft effects in a multi-color design. The fiber brush was developed exclusively for this product together with Yves Rocher using GEKA‘s patented SEPA technology. This wedge shape fiber brush is particularly easy to use and coats every single lash from the inner to the outer corner of the eye. Perfect lash volume, curl & length and a majestic look in deepest black.
 
JM: How did GEKA navigate the Covid-19 crisis?
FL: The Covid-crisis hit the entire industry with makeup and perfume segments suffering the most. Sales dropped and many projects were either canceled or postponed. However, we used this situation to keep working on our R&D and new products. The pandemic has induced a change in the customers’ perception of what they expect from beauty products and, as a response, we have developed new features. We have considered the need for highly hygienic as well as self-care-oriented products and solutions which are now coming on the market.
 
The result: As part of Sulzer´s applicator system division, GEKA applies its long-term expertise in applicators with the know-how of Sulzer´s healthcare division to launch a new type of applica­tor that meets the requirement of post-Covid customer demands in terms of safety and hygienic aspects. GEKA introduced 7 micro bristle applicators, including 3 ready-to-go concepts to its clients. The basic idea behind developing micro-bristle applicators is to apply liquid or semi-solid substances to the skin with greater precision and hygiene.
 
The advantages of the micro bristle technology are obvious: It allows a precise, hygienic, and soft product application as well as the exact matching of the applicator to the application. It comes along with higher dosage and application precision as well as the reduction of product waste and the benefits of using pure pharma-grade plastic without using any glues, fibers, metal or additives.
 
The development of our headquarters in Bechhofen, Germany, has also kept us busy. With this expansion, GEKA is creating a center of excellence for liquid cosmetics packaging development and production. The facility will almost double in size to 22,000 m2 and feature advanced manufacturing technologies. The new facility will combine GEKA’s almost 100 years of experience in cosmetic packaging with innovative production systems designed to strengthen our manufacturing and decoration capabilities. Some production lines are already up and running and the new offices are being installed. We will have completely moved into the new extension by the end of the summer.
 
JM: You spent your entire professional life in the beauty industry. What keeps you motivated?
FL: The beauty industry is a large, fast-paced, competitive and stimulating industry. I have always enjoyed challenges and my passion for all beauty-linked products has never ceased. There is always something new to learn and to bring to the customers as well, whether they be B2B or B2C customers. The rewarding thing about this industry is that you can see the products you work on in your daily life; they accompany you under different forms or categories but in the end, you see the final result and this is very satisfying. Passion and emotions go along with beauty and you never get bored. This is what keeps me motivated and why I keep doing it.  
 
JM: What do you think is key for a successful team?
FL: For me, what makes a successful team is the capacity of everyone to feel empowered and able to bring in their own ideas. Self-confidence is a two-way advantage: If people trust the team, they will feel strong enough to share what they think is best and by doing so, a positive dynamic allows the team to grow stronger.
 
Diversity is also a key factor for a successful team—it brings creativity and different perspective, both healthy ingredients to move a team forward.