GEKA, the renowned beauty brand under medmix, has achieved a significant milestone as its groundbreaking PCR-PP material is named one of the ten finalists in the packaging category at the esteemed MakeUp in Paris Innovation & Trends (IT) Awards 2024. The recognition highlights GEKA’s pioneering development of the first-ever formulation compliant post-consumer recycled polypropylene (PCR-PP) material for primary cosmetic packaging.
A distinguished panel of industry experts has carefully selected GEKA for this prestigious accolade, acknowledging the company’s commitment to innovation and sustainability in the beauty industry. Visitors attending MakeUp in Paris will have the opportunity to discover the advantages of the PCR-PP material firsthand, alongside GEKA’s comprehensive range of beauty solutions, at booth J20 located at the Carrousel du Louvre from May 29th to May 30th. Additionally, the material will be prominently featured in the event’s IT area, where it will undergo evaluation by an esteemed jury of industry professionals.
Crafted in collaboration with GEKA’s longstanding partner, WIS-Kunststoffe, this revolutionary material has garnered attention for its ability to match the performance of virgin materials in terms of color brilliance and durability while significantly reducing CO2 emissions by an impressive 75% compared to traditional materials. Rigorous testing has ensured compliance with stringent international standards applicable to both the cosmetics and food production sectors, rendering it suitable for direct contact with formulations commonly found in bottles and rods.
The seamless compatibility of the PCR-PP material with existing manufacturing processes eliminates the need for costly adjustments to tooling or processing equipment, offering brands a zero-investment solution to propel their sustainability initiatives forward without compromising on quality or design.
Stefanie Gunz, Head Global Marketing at GEKA, expressed delight at the recognition, stating, “We are thrilled that our new PCR-PP material has reached the finalist stage at this prestigious event. This innovation reflects our commitment to merging top-tier performance with environmental stewardship. By choosing this material, brands can proudly showcase their dedication to sustainability without compromising on quality or design.”
MakeUp in Paris 2024 promises to be a gathering of the most innovative and successful skincare and makeup brands, providing a platform to spotlight the latest trends and foster unique collaborations within the beauty industry.
“It’s an honor to see our efforts in sustainable packaging innovation recognized on such a prestigious platform,” added Stefanie Gunz. “This nomination is not just a win for GEKA but a win for the future of sustainable beauty solutions worldwide.”
