Karen Young03.04.14
Packaging in the personal care industry works extremely hard. It’s expected to hold, embellish, support, protect and identify what’s inside. According to Wikipedia, packaging is the science, art and technology of enclosing or protecting products for distribution, storage, sale and use. It’s often expected to be a primary source of communication between the brand or product and the consumer.
The cosmetic packaging market value was $23.5 billion in 2012 and is projected to reach $32.4 billion by 2018, growing at a CAGR of 5.4% from 2013. (MarketsandMarkets http://www.marketsandmarkets.com)
Professionally, as a marketer, product developer and trend tracker, I’m always on the lookout for new and unusual packaging that stands out from the pack (so to speak). As a consumer and product junkie, I have an entire library of products that were purchased exclusively because the packaging was irresistible.
Here’s a sampling of some of the standout packaging I’ve run across recently:
Bobbi Brown: Lulu Frost for Bobbi Brown Old Hollywood Compact. Yes, it’s a bit glitzy. Definitely Old Hollywood. While a constant diet of champagne may be overkill, an occasional indulgence is just perfect. This Swarovski encrusted, limited edition collectible was a collaboration between Bobbi and Lisa Salzer, the “bijou boss” behind the Lulu Frost brand.
Nest Midnight Fleur Eau de Parfum was said to be inspired by the botanical artworks of world-renowned 18th century artist Mary Delany. She was an English blue stocking, artist and avid letter writer. The fragrance is quite sensual and intoxicating, but it was the bottle that grabbed me.
La Prairie Cellular Swiss Ice Crystal Cream and Dry Oil launch is just in time to combat harsh winter weather. Both products contain a cocktail of extracts that promise to protect skin from internal and external assaults, such as stress and weather. La Prairie found botanicals from the Swiss Alps that survive and thrive under ice crystals and blankets of snow, invisible till spring. The packaging captures this icy story brilliantly. [A clear Lucite outer shell designed with an ice crystal effect pairs with a shiny silver cap.]
Anna Sui, famous U.S. fashion designer known for her whimsy, teamed up with Disney to create Minnie Mouse Make Up Set. This falls at the other end of the spectrum: cute, playful and adorable. The bow compact is girly, but functional. Another limited edition, so you may have lost your chance to have a Minnie Mouse shaped lipstick bullet. I can’t bring myself to actually use it and mess up Minnie’s head.
Hello Breath Spray, mouthwash, toothpaste. Craig Dubitsky is at it again (Method, eos, Help Remedies). Craig wanted to make oral care friendlier. Seems to me he has. Opting for friendly, delicious and beautiful, the Hello packaging takes the category in a very different direction. [ED NOTE: For a video from Dubitsky, please go to beautypackaging.com]
When I saw Travalo several months back, it was one of those “why hasn’t someone done this before” moments. This travel package, refillable from any spray fragrance bottle, is a life changer. Brilliant!
With each of these products, it was actually the package that drew me in. The package can and should be an integral part of the product positioning and the brand story.All too often we take it for granted and don’t give it the time and focus it deserves. Big mistake.
About the Author
Before opening The Young Group in 1999, Karen Young was vice president of marketing, advertising, product development and sales promotion for Lancôme. Prior to that, she spent 17 years at Estée Lauder, where she held a variety of executive positions, including executive director of color cosmetics. She is an adjunct professor at The Fashion Institute of Technology, teaching product development in the master’s program in Cosmetic & Fragrance Marketing and Management.
The cosmetic packaging market value was $23.5 billion in 2012 and is projected to reach $32.4 billion by 2018, growing at a CAGR of 5.4% from 2013. (MarketsandMarkets http://www.marketsandmarkets.com)
Professionally, as a marketer, product developer and trend tracker, I’m always on the lookout for new and unusual packaging that stands out from the pack (so to speak). As a consumer and product junkie, I have an entire library of products that were purchased exclusively because the packaging was irresistible.
Here’s a sampling of some of the standout packaging I’ve run across recently:
Bobbi Brown: Lulu Frost for Bobbi Brown Old Hollywood Compact. Yes, it’s a bit glitzy. Definitely Old Hollywood. While a constant diet of champagne may be overkill, an occasional indulgence is just perfect. This Swarovski encrusted, limited edition collectible was a collaboration between Bobbi and Lisa Salzer, the “bijou boss” behind the Lulu Frost brand.
With each of these products, it was actually the package that drew me in. The package can and should be an integral part of the product positioning and the brand story.All too often we take it for granted and don’t give it the time and focus it deserves. Big mistake.
About the Author
Before opening The Young Group in 1999, Karen Young was vice president of marketing, advertising, product development and sales promotion for Lancôme. Prior to that, she spent 17 years at Estée Lauder, where she held a variety of executive positions, including executive director of color cosmetics. She is an adjunct professor at The Fashion Institute of Technology, teaching product development in the master’s program in Cosmetic & Fragrance Marketing and Management.