October. Waizendorf 3, Bechhofen Germany Tel Fax geka-world.com

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1 2 Geka GmbH Waizendorf 3, Bechhofen Germany Tel Fax geka-world.com October 2010 Product News MANHATTAN COSMETICS, SEXY LADY, BOOMBASTIC BRUSH, AVON, ORIFLAME, MAGIC RUBY RED DOT DESIGN AWARD see more on geka-world.com

2 CONTENTS Editorial Beiersdorf: Nivea MaxVolume TWIST Manhattan Cosmetics: Go4BigLashes Mascara Beiersdorf: Nivea MaxVolume PRO Avon: superextend Avon: 24K Gold Mascara Oriflame: veryme Clickit Oriflame: veryme Fat Lash Mascara 9 Yves Rocher: Mascara Volume Déployé 9 Boots: No 7 10 Boots: 17 Wild Curls 11 GEKA: That s what we worked on GEKA Fairs: Make Up in Paris 16 Cosmetic Business Munich 16 Cosmoprof Bologna 17 EDITORIAL GEKA Corporate: Closer relationships with suppliers Increased presence in the U.S. Powerful structures Combined expertise Concentrating our strengths Keeping in touch Victoria Cosmetics Red Dot Design award Always a step ahead Welcome to what may be the most comprehensive issue of GEKA Update in our history. Its 24 pages are bursting with all the latest information about our new products, new technologies, and company developments. Twenty-four pages that prove one thing above all: Our strategic development is continuously moving forward. Increased proximity to our customers, a greater presence in the market, and improved network efficiency these are crucial success factors on our journey to becoming a global solutions provider and true value-adding partner, which we ve been working on at full speed over the last few months. Our new Competence Center Application & Services for perfectly coordinated products, an increased presence in the U.S., and a quality initiative for better material availability focused totally on suppliers are powerful examples of the hard work we ve put in. But we ve also stayed true to our passion for dialog. I would like to express my heartfelt thanks for the lively response to our customer satisfaction analysis in June. The results: 84 percent of the 250 respondents would recommend us to their business partners. Our quality and our ability to innovate scored high in the ratings of our characteristics. Our customers see us as strategic partners more than ever before results we can truly be pleased about. And more than that, they are both a confirmation and an incentive to confidently continue along the path we have chosen. geka-world.com More information update@geka-world.com Publisher GEKA GmbH, Bechhofen, Germany Publisher Design, Artwork Text, Product Photography Beauty Photography Hair & Makeup Styling Geka GmbH, Bechhofen Schindler Parent, Meersburg hl-studios, Erlangen Roman Walczyna, Berlin Selina Spittler, Berlin Floriana Gavriel, Berlin GEKA GmbH, 2010 update@geka-world.com Discussions and a lively exchange of views have also been the highlights of recent events. We have been demonstrating our creative yet solution-oriented capabilities at renowned trade fairs like Cosmoprof in Bologna and Cosmetic Business in Munich, and also have been bold enough to try out new venues, including Make Up in Paris. The results? Interesting contacts, stimulating discussions, and inspiring ideas both for us and our customers. And we now propose to integrate these results into our exciting plans for the future. And anyone who met us at these events will have realized this: Strength in innovation has always been, and will continue to be, one of our greatest and most unique selling points, one that is consistently at the heart of all our activities. That s why there are currently so many new features to discover in our products. Thanks to our new Competence Center Application & Services, we are able for the first time to offer a formula recommendation for each of our products. And what s especially unusual and so typically GEKA is that we can even guarantee that it s the optimal applicator-formula combination. But we re not stopping there: We have continued to invest even more in our GEKA Style products. You ll find a brief overview of the innovations that we ve launched this year under the heading That s what we worked on. Franco Lucá CEO GEKA GmbH Our unrestrained delight in new developments is one aspect of our company and the capabilities of the structures underlying is another. Our preparations for implementing SAP prove that we also tackle activities like process optimization with energy and commitment. SAP will make many things easier here, and our customers can look forward to a closer working relationship and a noticeable improvement in service. And speaking of making things easier: Our silkscreen machine is now operational and is already being used to capacity. The inhouse-refinement process will further reduce the complexity of our supply chain. You ll find all this and much, much more in the following pages. I would like to thank you for your constant support, without which none of this would be possible. And now I wish you a pleasant journey as you explore the world of our exciting new developments. Best wishes, Franco Lucá 3

3 Nivea Max Volume T wist Whether your look is elegant, glamorous or diva style it s always this mascara s turn. Nivea s MaxVolume Twist doesn t have to take turns with other mascaras. It creates different looks all on its own. With total sensitivity to every subtle feminine mood, this volume mascara makes the impossible possible: it can conjure up a look that s a little wild, or elegant, or plain and simple with just a flick of the wrist. The secret of this innovative freedom-of-choice is the patented wiper system with an additional, essential element. The lilac-colored extra feature is a sophisticated adjustment ring with three different volume levels. If you turn it to the right, the wiper inside the cylinder opens up. If it s turned to the left, the orifice becomes narrower, so that the twisted brush always picks up just the right volume of mascara in a finely measured dose just the quantity that the user needs for the style she prefers in the moment. And the many fine, dense bristles ensure that the mascara is distributed evenly. With two different package designs, MaxVolume Twist also does a great job in the store, too. Both the elegant royal blue and the delicately fresh light blue are totally trendy and look stunning with the mother-of-pearl shine of the lilac adjustment ring. They are ideal for choosy women who are looking for something special and who find perfection. Manhattan Cosmetics Go 4 Big Lashes Mascara The skyscraper of mascaras: make way for what are probably the longest lashes in the city! Manhattan Go4BigLashes Mascara is conquering the eyes of beautiful women all over the world. With its unique, GEKA-patented multidimensional Push-Up Brush, Go4BigLashes takes lashes to their maximum length. A heavenly prospect for even the tiniest lash because with its cloud of dense, extra-fine, and sturdy moulded bristles, the delicate brush reaches even mini-lashes in the corners of the eye, separating and coating them gently and cleanly. This is made possible, not least, by the fine bristles on the brush head. The result: eyes as wide and dazzling as the glittering skyline at night. Spectacular radiance and mega-length, whose packaging glamorously evokes the Manhattan skyline. Impossible? Take a look: the slim, conical cylinder in a deep-sea turquoise is finished with a black and silver heat-transfer print, ready to whisk beautiful women away into the glittering world of maximum lash length. The color is precisely distributed, and lash volume is increased by up to 500 percent. NIVEA MAX VOLUME PRO Nivea MaxVolume Pro Mascara conjures up amazingly full lashes. The secret of its maximum 3-D volume? A twisted brush densely set with delicate yet strong bristles that pick up even the finest, tiniest lashes, gently separates them, and covers them evenly with mascara from base to tip. The result: a gentle curve and luscious volume that creates a captivating gaze. Its ability to create more volume is clear from the mascara s exterior, too: elegant, without frills, in a subtle, dark-blue, slightly rounded bottle with a contrasting fine silver band that looks timelessly smart in the hands of classically elegant women. Lashes become beautifully curved and are slightly arched upward, which makes them look really remarkable. 4 5

4 AVON Super extend Long, longer, longest: Now the fondest dreams can come true. A lengthening mascara that keeps its promise: 55 percent longer lashes! Avon s superextend gets the best out of even tiny, fine lashes. The waterproof formula works together with a remarkable lash-lengthener consisting of ultra-fine fibers that conjure up stunning length without smudging or clogging. And our innovative moulded brush helps out, too. The yellow applicator is a long, thin, magic wand with a specially developed brush shape. It picks up every tiny lash precisely at the root, combs it, and applies just the right amount of mascara evenly, over the whole length of the lash. And the beautifully shaped brush tip is there to tackle particularly fine lashes, turning the lower lid into a real feast for the eyes. Avon superextend comes in an exclusive conical pack with a gilded, foil-embossed finish. AVON 24K Gold Mascara The days are getting shorter and the sunshine weaker and while the Northern hemisphere is hoping for a golden autumn, the gold rush is on in South America. A golden era is just around the corner in South America. This is the exclusive location for Avon s launch of its new 24K Gold Mascara. This glitter-class mascara teases with its charming understatement, enclosed in a restrained black conical pack. Only the matte-gold flask-shaped cap hints at its precious secret: an exclusive formula containing 24-carat gold. This formulation gives every glance a seductive shimmer and gentle curve! And to ensure its success, Avon provides its customers with a high-quality moulded brush. Thanks to its bristles of different lengths, it coats even the most delicate lashes with plenty of mascara and shimmering particles. The result? Lashes sparkle mysteriously, making eyes glow like never before... In our eyes, pure glamour wins the gold this time! Colored mascara is so Eighties and so amazing. I simply love it. It makes my lashes REALLY stand out. 6 7

5 Oriflame very me CLICK IT The most important things are right at your fingertips: veryme CLICKIT makes the practical possible. Oriflame very me FAT LASH MASCARA That s me! The new Oriflame brand is completely self-confident, guaranteeing plenty of volume with its mascara. A fresh breeze is blowing for teens and twens: With veryme CLICKIT, Oriflame is giving young customers the freedom to choose and choose again whenever they want the double combination they need for a really big occasion. Whether it s mascara or eyeliner, lipgloss or lip color, in wild colors, glossy or subtle, they can simply snap together their make-up choice with a simple click. This is made possible by GEKA s innovative Dual Pack with the patented EasyFill system. The thread parts are no longer glued into the ferrule, but simply snapped together instead. And since the usuallyempty wallets of many young women often keep them from buying everything they want all at once, the units can be purchased individually. Oriflame has discovered the price-conscious teen market and with this deceptively simple-looking mascara is launching a volume-booster that s got everything. The subtly decorated packaging is black and rich-red, and conceals a delicate, moulded brush innovation: GEKA s design-protected Push-Up Brush. With its vertical and horizontal brush layout, it can apply an extremely precise amount of mascara. The brush tip gives an extra push it can be used to successfully lift even the tiniest lashes. Even the lashes on the lower lid and in the corner of the eye can be wonderfully emphasized. Another bonus: Oriflame has been able to effortlessly combine the Push-Up Brush with our building-block system. The result is an unusual mascara that even teens can afford. Just click and go it s that easy! Yves Rocher Mascara Volume Déploy é Special Edition Simply fabulous! This highlight is a limited Special Edition. This is certain to make eyes sparkle! After the great success of its volume mascara with fan effect, Yves Rocher is now launching a Special Edition in elegant silver. The unusual packaging will captivate, not only with its elegant mirror look but also with its high-quality and attractive metallic feel. The packaging is a unit from the GEKA building-block system, individually finished using a metallizing process. Inside is the slightly waisted, twisted brush that creates glittering moments of absolute perfection. It fans, combs, and perfectly defines the lashes, thanks to its fibers that have been treated using GEKA s patented SEPA technology. The fine, beveled bristles enclose the lashes from the root and distribute the mascara along the whole length of the lash, creating a result that every woman will be happy to see reflected in her mirror. Because there s only one answer to the question, Mirror, mirror on the wall, who is the fairest of them all?! 8 9

6 Boots: o N 7 Exceptional Definition Mascara A cool brush that creates fantastic volume and separates lashes well, with no clogging and great definition. Boots: 17 Wild Curls Now things are really going wild! This mascara turns cuddly kittens into tempestuous tigers. Here s looking at you, kid: Boots No 7 Exceptional Definition Mascara transforms women s eyes into irresistible magnets because no one can escape from the deeply meaningful gaze created by the combination of full volume and precision. The secret of this magical attraction: a brush patented by GEKA that can work magic with three different bristle zones. A dense carpet of fine, short, moulded bristles applies volume along the full length of the lashes. Slightly harder, longer, plastic discs separate even the finest lashes from base to tip, just like a comb. And the fine bristles at the tip ensure maximum definition and precision. They pick up even the tiniest lashes in the corners of the eye so that they can be emphasized as well. All this magic deserves an enchanting package, too. Secure in the shimmering dark green of the sensuously shaped cylinder and decorated with a golden heat-transfer print, No 7 will undoubtedly become No 1 in the makeup collections of charismatic women everywhere. Boots new Curl Mascara promises grrreat results! 17 Wild Curls awakens the tiger in even the gentlest lady: this mascara is quite simply a must-have. Its black and gold packaging in a wildcat design is irresistible. Once captured, this ferocious animal shows a surprisingly soft, feminine heart: a pink, twisted brush, super-soft and ultra-individual, with both short and long bristles. It owes its feminine touch to the innovative GEKA HYPNO cut. The short bristles allow the roots of the lashes to be lifted and coated, while the longer bristles apply and distribute plenty of mascara over the full length of the lashes. Just the right mixture to give six times more volume and intense, long-lasting curls. For sultry, sensual eyes and a bold, cat-like look. On the shelf in-store, 17 Wild Curls is an eye-catcher with double charm: The 9 ml pack comes in two different heat-transfer print designs: black on gold and gold on black. So, ladies... the hunt is on the hunt for purrfect lashes. The moment I put it on, I couldn t help but say WOW! 10 11

7 GEKA: That s what we worked on SEXY LADY For sensual moments 3D Surface Refinement The potential of the senses A single human fingertip contains over 700 sensory cells ready to explore their environment and transmit their perceptions at a rate of one million bits per second. Just imagine using this potential at the POS... 3D Surface Refinement, GEKA s new surface finishing technology, can make this vision a reality. You can achieve not only a visual impression, but a lasting tactile sensation at the point of sale and beyond. Leaves, fabrics, droplets, and much more there s practically no limit to your imagination and flexibility when it comes to limited editions and seasonal packaging. Even the finest, most delicate natural structures with subtle differences in surface finish can be copied precisely. The effect can also be finely attuned to the color: All sorts of playful variations are possible. 3D Surface Refinement is absolutely ideal for injection blow-moulded packs and the classic round, oval, or rectangular shapes. The technology can be implemented using your own tools or with GEKA s BBS products. The structure is added to the existing tool using a new patented technology and then removed again the tool itself is not damaged. This is a comparatively inexpensive method of creating unusual, differentiating effects with or without your own tools and significantly extending the lifespan of a product. 3D Surface Refinement is a technology that was originally developed in another industry. GEKA has adapted it for use in the cosmetics sector, and holds the exclusive rights worldwide in the area of color cosmetics. And now, back to your perception: Can you feel the potential? Now talk to us. Exclusive seduction as a magnet for customers: Long legs in black fishnet stockings, sexy corsets, delicate lace Our sensuous GEKA Prime innovation consisting of two mascaras, a lipgloss, and an eyeliner is guaranteed to make any POS crackle with electricity. This high-quality line, with its protected design, will make you tingle: not only by the way it looks, but how it feels and works in practice. The raised tip of the lipgloss makes the fingertips vibrate. The sexy fishnet design on the mascara attracts more than just admiring glances. This packaging has got it all! The mascara in the long-leg design is secured with an innovative closure system, the patented crown closure, which saves time and money on filling. The corseted mascara can be attached to the cylinder with a simple click. Whether it s sinfully exclusive or simply sexy these units can be decorated to suit any individual requirements. And because inner values are sexy too, this seductive line was created in collaboration with the famous Italian formulation specialists Ancorotti Cosmetics. An exciting innovation combining quality, creativity, and practicality with sexy packaging designs and perfectly matched mascara formulations. Before you immerse yourself in the following information, which we believe you ll find very interesting, just take a moment to concentrate fully on the magazine you re holding. Do you feel the cool smoothness of the paper? Can you sense the small yet perfectly formed structures of the natural material? 12 13

8 Soft precision definition LINER boombastic BRUSH Simply fantastic With this moulded brush, cosmetics have grown up: the boombasticbrush is so large, so softly and subtly shaped, that it fits any volume mascara just fantastically We think they re tip-top! Our eyeliner tips are precise and soft at the same time. Unlike conventional eyeliner tips, they feel really pleasant during application. Just attach them, draw across the eyelid, and that s it. No smudging, no trembling, no irritation. They re made of pleasant material that s easy to control, and that will transform even unpracticed users into real professionals. And you can top it all off by combining them with the formula that we recommend. So go ahead and round out your portfolio we ll be happy to provide the highlights. The boombasticbrush is a gigantic moulded brush with a mind of its own in three different ways. It stores plenty of mascara in its three giant reservoirs. It curls gently and generously around every single lash, even the tiniest. And it adds the most precise accents. The secret of this triple genius is a spherical brush head and a triangular geometry with milled grooves to create an unusually large mascara formulation store. The brush then applies massive volume, carefully measured, through its conical, super-soft bristles. Would you like the right mascara to go with it? No problem: We are more than happy to suggest the best formulation for you. The non-exclusive moulded brush goes particularly well with our squarechic rectangular packaging. This powerful team shows right from the start what volume really means and is sure to have a truly bombastic effect at the POS! square CHIC A shape that shows its strength of character Care for a little character? Here s your chance: Meet a packaging design that s easy on the eye and smooth to hold in spite of its corners and edges. This attractive unit is particularly suitable for large brushes. squarechic is a genuinely powerful design. Created by packaging giant Dieter Bakic, this non-exclusive packaging unit is pleasing to handle and has an unusual cap. It has a self-confident attitude that seems to gaze sublimely upward. The rectangular cylinder has harmoniously rounded corners and widens at the top, creating the freedom and space for extra-large applicators and 13.5 ml of mascara. squarechic appears in a variety of shades; in fact, not only can you choose different colors, it can also be finished using a wide range of different techniques. And you can look forward to even more strength of character: squarechic is just the opening act for a great new designer packaging family

9 MAKE UP in Paris Grand entrance at new trade show Cosmoprof Bologna, 2010 V isito rs f lock to GE KA booth Paris GEKA proved its flair for the business, exhibited a wide range of new products, and demonstrated the experience it has acquired to visitors at the new Make Up in Paris trade show. Bologna For the first time, GEKA had a two-story booth at the important Cosmoprof cosmetics trade fair in Bologna with great success, as our visitor feedback has shown. The market for makeup has many faces. It is enlivened by the fruitful interaction between the cosmetics industry and creative, professional makeup artists. GEKA has long been aware of this synergy, and we have worked with professional makeup artists for years. The trade show sector has recently made the same discovery, and launched a successful new concept, Make Up in Paris, the first trade show for both professional users and the industry. Some 1,400 cosmetics professionals met in the French capital on June 24 and 25 to share ideas on trends, tips, and hot topics. GEKA was right in the midst of things with two booths, three new products, and two well-known personalities. Michele Burke, an Oscar winning Hollywood makeup artist, presented the world of GEKA A new booth, a new concept, a new position: At this year s Cosmoprof in Bologna, GEKA showed what innovation really means. From April 15 to 18, our team was on hand in the House of Gold, a two-story booth that towered far above its competitors in Hall 20. In what was truly the best possible location, the towerlike booth could be seen from almost everywhere in the hall and attracted many curious visitors. Mind you, only invited guests were granted admission to the exclusive display area on the second floor, where VIPs were swept into the GEKA Prime World an exciting world of innovative product development, a world inspired by the exclusive theme of gold, a world of dreams, of Prime in an exclusive showroom, providing advice on consulting services and product presentations. She then displayed an impressive Hollywood makeup creation inspired by Serge Lutens. Polymer expert Dr. Christine Zech gave a talk on the importance of the interaction among the formulation, applicator, and packaging system, illustrating the added value that GEKA offers to its customers thanks to its integrated approach. Both presentations got people talking and generated new contacts as did the three new GEKA products dial&style, squarechic, and boombasticbrush. These non-exclusive packaging units were introduced in a separate showbox. amazement and delightful tactile sensations: plastic granulates, fibers, surface structures, and, of course, the complete spectrum of exclusive GEKA Prime products. At these exhibits, visitors discovered what is really essential in the development of a new product, beginning with the target group and claim profile and on through tool design. A special attraction was our new sophisticated product line, Sexy Lady (see page 13). The highlight of the GEKA Style exhibition area in the lower floor of the booth was the Jewellery Line. Both of these new product families were created in close collaboration with the formulation experts at Ancorotti, and captivated our amazed visitors. In the GEKA Style area, they were also able to learn about the additions to our Ruby Building Block System family: magicruby and supremeruby are two new rectangular packaging options for lip gloss and mascara. And there were also innovations to be found in the world of applicators: definitionliner, Lip Definer MAX by Michele Burke and lipmagnifier. We were particularly delighted by the fact that so many visitors expressed specific wishes and ideas, which we were able to explore in indepth discussions after the trade fair and then transform into actual projects. COSMOPACK BOLOGNA 2010 HALL 20 BOOTH B3/C8 geka-world.com Cosmetic Business Munich Munich We are increasing our presence in the German market. This year for the first time we had a 32-square-meter booth at Cosmetic Business in Munich. There, we continued to attract new customers with our displayed product innovations which led to interesting contacts and discussions on both days of the fair (June 17 and 18). CosmeticBusiness is a B2B trade fair for the cosmetics industry that has been held annually for the past six years. Over that time it has become increasingly important. This year, over 340 companies displayed their cosmetic products in the packaging, manufacturing, services, and raw materials sectors. GEKA was at Booth C30 in the packaging sector of Hall 1. And we shall return: CosmeticBusiness 2011 is definitely on our list of trade fairs for next year. 16 HOUSE OF GOLD Be inspired by the fascinating possibilities of gekaprime GEKA GmbH Waizendorf Bechhofen Germany Tel Fax zentrale@geka-world.com geka-world.com 17

10 Closer relationships with suppliers syst ematic e xpansion of str ategic partnerships GEKA is expanding its quality initiative and devoting more attention to suppliers. With Antonela Schnee as lead manager, the Strategic Purchasing department is seeking suppliers all over the world for long-term, high-quality relationships that will last. Globalization is a reality, and international production is now standard practice in the cosmetics industry just like any other. But one thing that is not standardized is the approach that different companies take to the resulting challenges, like security of supply and quality assurance. GEKA is a company that is oriented to international growth and a supplier that produces products on several continents, so global activities are the focus of its corporate strategy. The aim is to guarantee stability and flexibility for customers all over the globe which also entails entering into strategic alliances with suppliers of raw materials. They ensure simplified logistics, high quality, and availability of materials. In order to systematically establish and strengthen these relationships, GEKA has reorganized its Strategic Purchasing department. In the future, the department, lead by Antonela Schnee, will be responsible for developing sustainable partnerships. Schnee, a graduate in business administration, has been a senior purchaser for over ten years and has already demonstrated her expertise in the cosmetics industry. She reports directly to CFO Siegfried Scheler and has a reliable counterpart, Florian Bäuml, in the United States. Her work is focused on reviewing current manufacturers for their timeliness of delivery, quality, and guarantee of supplies. Her team is also seeking high-quality new suppliers that are locally based and meet GEKA s requirements. For our customers, this step will mean shorter transport routes, more flexible delivery dates, reliable supplies of materials, and stable prices over the long term. Another benefit is that shorter routes protect the environment. We are also certain that long-term partnerships are fruitful for both sides, including each company s manufacturing processes. For example, we have set ourselves the goal of getting our suppliers involved early on during the development phase so that we can recognize market movements as early as possible and take advantage of them for our customers benefit. This is particularly advantageous for innovative decoration techniques and injection molding processes. You ll soon be hearing more about other trendsetting concepts from GEKA, where we will be working closely with our partners to implement your ideas more effectively and efficiently than ever. Increased presence in the U.S. Expansion of the production facili ty in Illinois GEKA continues to expand its production facility in Elgin, Illinois. Raymond Legassie, an experienced cosmetics expert, has just signed on as President of North America Operations GEKA Manufacturing Corp. The United States has increasingly become a major market, developing into one of the largest and most important markets in the cosmetics industry. Some of GEKA s largest customers are already located in the U.S. GEKA wants to do even more to meet those customers needs, so it is increasing its production expertise in the United States and installing new management at its location in Elgin, Illinois. Raymond Legassie assumed responsibility for all North American business there starting on July 26, He is a cosmetics expert who is very familiar with the market, customers, and products, thanks to over 20 years experience in the industry. The new President of North America Operations previously worked for Risdon and HCP in the area of production and development of cosmetics packaging solutions. His valuable knowledge will help GEKA develop new products that are tailored to the needs of American customers. Legassie will stay in direct contact with CEO Franco Lucá at headquarters in Bechhofen, which makes him an important connecting link between Germany and the United States. By taking this step, GEKA hopes to increase its manufacturing capacity in Elgin and extend its full production competence to North America. For GEKA s customers, this means that the company will be able to work more intensively in the future to fulfill individual requests and produce specific solutions locally. The result will be shorter logistical paths and increased proximity to customers in order to keep coordination processes running smoothly. This will also be ensured by the close cooperation between Raymond Legassie and Jerry Sapienza, who will continue to head the GEKA sales office GEKA USA Corp. in New Jersey. 18 Powerful structures SAP to be implemented GEKA Transparency of processes and procedures, simplified communication, and an optimized flow of information these characteristics are major contributors to greater competitiveness. That is why GEKA has created a Business Engineering Team, headed by Marco Riess, to support the planned implementation of SAP in Many of GEKA s customers and suppliers already use SAP. By joining them, we will not only use our resources more efficiently, we will also facilitate cooperation with our partners. Marco Riess and his IT team have already modernized the company s hardware and software landscape this year. The plan for 2011 is to transition from GEKA s current multi-system landscape to the integrated world of enterprise resource planning (ERP). This will be followed by the implementation of the processes in the U.S. and France in A powerful company needs powerful structures. By implementing SAP, GEKA will further reduce interfaces, minimize information loss, and generally optimize our supply chain. Our customers will also feel the benefits, including improved supply availability from integrated planning within the supply chain and faster responses from customer service to requests for information. Combined expertise New department for perfectly coordinated products GEKA The new Competence Center Application & Services (CCAS) department offers all-around advice and recommendations for perfectly coordinated products. Formulation, applicator, packaging with all components precisely coordinated for the desired application result. These are the kinds of products that attract both the market and the customer, and this is why GEKA has established a competence center that is always available to provide consulting on the development of suitable combinations. The team in the new GEKA department, known as Competence Center Application & Services (CCAS), is made up of packaging and application specialists, chemists, and polymer experts. Together they conduct laboratory studies and application tests and check large numbers of photographs documenting in detail the interaction of the formulation, application, and packaging. With mascaras, for example, volume, curling, lengthening, and separation are decisive indicators that are compared case by case with the desired application result. This procedure is an integral part of the innovation process at GEKA, and produces scientifically based recommendations that guarantee ideal combinations in the truest sense of the word. GEKA guarantees all of its recommendations, and if necessary will also offer suggestions for alternative formulations made by its partner, Ancorotti. We can also help find a more suitable bulk consistency if the customer wants to adapt their own formulation more successfully. The entire procedure is per formed in close collaboration and with constant discussions between CCAS and the customer. The advantages of our combined formulation and application expertise are obvious: the customer is offered components that are perfectly matched to one another, without any additional work required because after the formulation has been handed over and the product claim and target defined, the CCAS team does all the rest of the work. CCAS, for example, makes a shortlist of the applicators and the customer just needs to perform the panel test, which saves both time and money. No wonder that customers who have already tested this comprehensive service are completely won over. But why not try our Competence Center Application & Services for yourself? 19

11 Concentrating our strengths GEK A UK to become SONE Products GEKA is concentrating its strengths. As part of that effort, a subsidiary of many years will now become a supplier and our successful cooperation will continue on into the future. It s been a done deal since August 1, 2010: GEKA UK is now owned by SONE Products. The purchase agreement between GEKA and the new owner was signed on July 30, The company will continue to operate under the name GEKA Manufacturing UK until all the necessary stages of the transition have been completed. That process will be complete by October 31, The sale of GEKA UK is one more step in the implementation of our overall strategy. It will not result in any disadvantages for our customers because, as we will no longer be operating from two European locations, we will be able to concentrate our strengths in Waizendorf. At the same time, we will enhance our location in the U.S., which is very important for us given the significance of the American market. Nevertheless, we will still be able to benefit from the capacity and experience of the UK location in the future. Keeping in touch Customer survey with 250 feedbacks 20 en A glimpse behind the scenes. Shaving brushes are currently making a comeback. Reviled as old-fashioned just a few years ago, this accessory is now an essential in every modern man s bathroom. But there are only a few experts who know the art of brush-making. Our 100 percent subsidiary, Victoria cosmetics, is a real master. Brush-making is an ancient craft and Victoria mastered it over 100 years ago. Since 1905, trained brush-makers have been making high-quality shaving brushes here. Drawing on all the expertise of experienced brush experts, these practical shaving accessories are still made by hand at Victoria. Winning by a hair s breadth. It is primarily badger hair, that is used to make shaving brushes. It is available in a variety of qualities. The highest quality is the type known as silver-tip hair, which is taken from the back of the badger s neck. Its quality is recognized by the light coloring at the tips. In addition to badger hair, boars bristle is also used. Modern brushes are made of nylon fibers, which produce a more compact head than is found in traditional brushes. A license for dexterity. As well as recognizing the different quality of hair, brush-makers also have to be experts in understanding the behavior of the various materials they use, like wood and metal. And naturally, the three-year apprenticeship also includes instruction in various production techniques. At Victoria, production is both mechanical and manual. Nowadays, manufacturing by hand is only used for working with the very highest-quality materials. Tradition is the latest trend. The shaving brushes produced by Victoria cosmetics are truly Made in Germany in fact, they are manufactured exclusively in Germany. Only the handles are imported, and with good reason. Thus, there is practically no limit to the choice of handle design, from young and trendy to classically traditional. In addition, the customer can choose the brush-head size that suits him best. Their diameters range from 18 mm to 28 mm diameter. And for those looking for a very individual look: Whether it is a company logo, custom design, or special material combination Victoria works closely with customers to develop totally unique shaving accessories for every bathroom. s m m er eg to ts s pe s w vi e In t er 29 co u 4 24 nt rie te op le ia lc us ke nt lm ar Po Al Keeping in touch with customers isn t just a slogan to us. We have always kept an ear out for suggestions on how to make improvements, and we re also interested in an active exchange of information. Ultimately, a high level of customer satisfaction forms the basis of a successful business strategy. We systematized that approach in June and had a telephone survey of 250 people conducted to get their feedback about their experiences and satisfaction with GEKA. A well-known B2B market researcher asked about both the strengths and weaknesses of GEKA because, in our view, even good things can be improved. The conclusion: GEKA is still perceived as a market and innovation leader in the area of applicators and cosmetics packaging systems. For example, 84 percent of all respondents would recommend GEKA to their business partners, and 64 percent could imagine a project-based development partnership with us. That is also reflected in the assessment of features that describe us. With 4 being the maximum, our quality was rated at 3.38 and our innovative strength was rated at 3.24, putting them at the top. In addition, an absolute majority of 80 percent of the customers that were surveyed said they were fundamentally satisfied with us. We are very gratified for this and also feel a sense of pride, but that s no reason to rest on our laurels. Rather, these conclusions will encourage us to continue to live up to this trust. Finally, the survey also showed that there are some areas where we can still improve, so we will hold a strategy meeting in September to develop specific steps to be taken. We will keep you informed of what we decide. All 250 respondents answered very frankly and discussed important issues. Both the positive and the negative feedback will be reflected in GEKA s future strategy. A summary of the specific conclusions has already been provided to the survey respondents. We thank them for participating and for their valuable suggestions. ts GEKA is still perceived as a market and innovation leader in the area of applicators and packaging systems. That is the conclusion of a survey taken in June. Victoria cosmetics A passion for shaving brushes Market and innovation leader Strategic partner to recommend High quality and money s worth Added value partner A brush with something extra. To accompany the shaving brushes, Victoria cosmetics also offers matching accessories, including razors and shaving stands, in a variety of designs to suit every taste, from exclusive, top-of-the-line styles to the lower price ranges. Another highlight: Although shaving brushes were designed primarily for men, they can be marketed in a slightly modified form to women, too. Why not try it? Please contact us: We re happy to hear all your ideas and needs. 21

12 On the dot Gek a receives red dot award for communication design What s the color of innovative strength? What shape is inventiveness? Can you capture a world of beauty, emotion, variety and change in just a few design elements? We asked ourselves this question as we prepared our new design approach. And we found the answer: Yes, you can. Originality, quality, innovation, conciseness, and a fine sense of trends these are the characteristics that set GEKA products apart, around the world. The same goes for our new look following our rebranding. And it s not just we and our customers who think so, but also the red dot design awards jury of international experts, who awarded our new look the coveted red dot for Communication Design. Well over 6,000 submissions from 44 countries competed in the most important of all internationally relevant competitions. We won with our emotionalism, form and comprehensibility, and will now be seen in the international yearbook communication design 2010/2011 and in the red dot design museum, the world s largest exhibition of contemporary design. 22 For the GEKA marketing team it was a great confirmation of a job well done, and it did not end there we also won the Best Of Europe Award in Silver of the E3 agency network and the Werbeprofi of Braun Druck & Medien, for which we took Gold for print design and Bronze for photography. So take another look at our look: Under the umbrella brand GEKA, we present our two clearly positioned product lines GEKA Prime and GEKA Style. The design reflects a daring new femininity that is a perfect fit for our industry and what we do. The austere, purist layout unfolds its emotional expressiveness in the language of its images and the mutability of its elements. It s a face to watch and we ll continue to get attention with trend-setting products and award-winning design 23

13 2 Geka GmbH Waizendorf 3, Bechhofen Germany Tel Fax geka-world.com October 2010 Product News MANHATTAN COSMETICS, SEXY LADY, BOOMBASTIC BRUSH, AVON, ORIFLAME, MAGIC RUBY RED DOT DESIGN AWARD see more on geka-world.com