The German firm based in Bechhofen, a few kilometers from Nuremberg — Geka — started 2019 at high speed after enjoying an already particularly rich year in 2018 in terms of local and international developments and investments.

Specialized in the production of mascaras, liquid lip, and concealer applicators, the company is more than ever focused on digitalization, innovation, development and environmental issues.

Overview with Alexandre Daniellot, Head of Global Sales & Marketing, Geka.

Jean-Yves Bourgeois: There are a lot of subjects to review with you actually… Let’s start with industrial investments.

Alexandre Daniellot: You know that we have operations in Germany, of course, but also in the U.S., China and Brazil. We are expanding our production facility at our headquarters in Bechhofen, Germany. The expansion work will start in June 2019 and the new production hall will be finished next summer 2020. The aim of this investment is to gather under the same roof all technologies in order to reduce time to market and lead time. New machines for high-end surface decoration technologies, new intra-logistic solutions, as well as a new quality lab with state-of-the-art measurement technologies, are just a few examples of the services that will be included in the new hall—attuned to industry 4.0.

You remember that in 2018, we invested in a cutting-edge injection blow molding system—specifically developed for us. Camera monitoring, leak tests and wiper assembly tests are carried out using the latest generation of systems, which were developed exclusively for us by IBM. This process improves the quality of the bottle. 

This year, we will increase our capabilities in the U.S. and in China. We will cover all main cosmetics regions with Europe, the U.S., Brazil and China. In Shanghai, we have already set up a project management and sales expertise team in our 6,700 m2 production facilities, which was built in 1991 by Sulzer, and continues to grow. With nearly 180 employees, the facility’s growth is reflected by the expansion of its injection molding, mold development technology and assembly optimization capabilities. Here we offer our unique expertise in injection molding, print decoration, manufacturing and product development in the field of Color Cosmetics.

The plan is to move the entire supply chain to China, in order to further reduce complex processes and significantly reduce lead times and costs—because proximity to our customers is essential to us.

Concerning our plant in Elgin, in the U.S., the cutting-edge filling plant will open on July 1, with a clean room, temperature and humidity controls, and a laboratory for product testing. As with the automation in our Bechhofen site, we rely on the same testing procedures. Thus, Geka Elgin will soon offer full-service capabilities in production and decoration, including filling operations.

Elgin will develop, produce, decorate and fill in one place; again, to reduce time to market and lead time. Two brand-new BBS standard packaging devices will also be available in 2019—mini mascara and a lip gloss to complete our local offer in the U.S.