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    Features

    Packaging in the Fast Lane

    Beauty and personal care packaging providers are delivering a variety of at-the-ready products and services to expedite a brand’s path to market.

    Packaging in the Fast Lane
    One of the latest additions to HCP’s short lead time lineup is its paper palette collection. This sample is from the Paradise collection.
    Packaging in the Fast Lane
    JP Packaging worked with Power Packaging to create this market presentation for Bastide AIX en Provence.
    Packaging in the Fast Lane
    Molded mascara applicators and wipers from HCP’s SIMP division are characterized by flexibility and fast tooling lead-times.
    Packaging in the Fast Lane
    Allta’s quick custom paper palette offerings span this fun and funky eye shadow configuration.
    Packaging in the Fast Lane
    East Hill offers at-the-ready, modular solutions that are flexible and amenable to fast decoration customization.
    Packaging in the Fast Lane
    Private label brush manufacturer Pennellifaro’s wide in-stock product choice helps accelerate brands’ paths to market.
    Joanna Cosgrove, Contributing Editor05.01.20

    Beauty and personal care brands know that the first product to capitalize on a new trend can reap the lion’s share of consumer attention and spending. To help accelerate ideas into reality, packaging suppliers are offering an ever-increasing selection of pre-coordinated stock packaging items, quickly customizable packaging options, and specially tailored service programs all designed to improve speed to market.

    Indie and emerging brands are making expert use of social media to carve specialized impressions and create indelible consumer connections by using influencers, pop-ups and specialty events to announce product launches and market their products, comments Doug Rofheart, senior sales executive, JP Packaging LLC.

    “While marketing is rapidly building momentum, it’s the old adage of strike while the iron is hot,” says Rofheart. “Where in the past we had 8-12 weeks to work with the brand, we are now seeing half the time from approved artwork or sooner to make things happen and hit critical dates for these launches, shows and events

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