Joanna Cosgrove, Contributing Editor04.30.18
For existing and emerging brands alike, speedy transitions from product ideation to retail roll-out are vital in gaining a strong foothold in the competitive beauty segment. Partnering with a provider that’s well-versed in smoothing out the details of each step in the creation of a product—from formula fine-tuning to packaging conceptualization and fulfillment—can help streamline a brand’s road to retail.
Clémentine Barbet, communications manager, Albéa, Gennevilliers, France, says the heightened focus on speed to market is correlated to the insurgence of Indie brands, and the ripple effect is also impacting legacy brands, who are increasingly seeking ready-to-go packaging and turnkey solutions, not just to improve their speed-to-market, but also to add value to their ranges with special collections and limited editions.
Indie brands are more flexible, with a less top-down and more trans-functional organization. They’re also less industrially equipped and gravitate toward turnkey solutions and standard packaging that’s quickly customizabl
Continue reading this story and get 24/7 access to Beauty Packaging for FREE
FREE SUBSCRIPTION
