Janet Herlihy, Editor09.18.09
On my way to the Cosmoprof Fair grounds on the opening day of the show, I found myself sharing a cab with an executive from one of the largest beauty marketer companies in the world.
The individual was at the show and traveling the world to find new sources for packaging. He was delighted to tell me how he was ferreting out previously unknown suppliers that could provide what the brand needs at ever lower costs.
Waning are the days of preferred suppliers, who parlayed specialized services for guaranteed orders (and usually a better price).
Now, the idea that using more suppliers creates more competition, better service and lower prices is gaining attention.
There are still lots of companies striving to be one-stop shops. “We’ll do it all for you,” is still the promise of many, but marketers may be willing to deal with more suppliers in order to save money and motivate all to “try harder.”
At Cosmoprof (p. 28) the other business strategy that seems stronger than ever is the use of stock components in a mix and match approach that can produce a custom look. Suppliers can offer a choice in colors, finishes, caps and closures, producing a finished line that has a distinctive look without the time and expense of custom made molds.
While the need to reduce cost has slowed innovation for some suppliers resulting in fewer truly “new” packaging ideas, there were enough unique concepts to make the trip to Bologna worthwhile.
Back home in the U.S., color cosmetics, fragrances and personal care lines designed to appeal to a young audience (p. 25) are continuing to grow. Teens have more disposable income than ever and are quite willing to spend it, even when economic times are tough.
Good ideas can still make a difference. The Jaqua Girls line of kit-based beauty rituals (p. 22), built on the notion that girls and young women like to get together to share pampering treats such as facials and pedicures, is expanding its line and reaching more consumers with its fun, clever products.
Today it’s rare in fine fragrance, but Michel Germain’s Sèxual Pour Homme (p. 23) has affirmed the value of truly exclusive distribution as it tallied the most sales at Bloomingdale’s (its only retail partner in the U.S.) for holiday 2002.
Take a look at our Corporate Profiles (p. 37) section to see what good ideas these suppliers have for your business. And check out www.CosmeticPackagingandDesign where we post industry news as it happens.