Luxe Pack New York seminars highlight branding principles and packaging trends
‘Product, Packaging, Promotion and Passion: the four P’s’ is the title of a panel discussion moderated by Marc Rosen, a designer and president of Marc Rosen Associates. The topic takes inspiration from the teachings of Revlon Czar Charles Revson, who believed that the right Product, Packaging and Promotion were key to a brand’s success. Rosen believes that the fourth P, Passion, something that Revson took as a given, is lacking in the industry today.
Keys to brand success
“The three P's are at the heart of what makes a new brand successful,” Rosen told CosmeticsDesign.Com USA. “Simplistic as it sounds, combining the right package design, the correct product and the most compelling and consistent advertising will either make or break the launch.”
“The fourth P for Passion is my way as the moderator and topic creator of bringing a provocative edge to the panel,” he explained. “I think that their reaction and the Q & A that follows will really get to the heart of what's missing from the industry today.”
Rosen said that progress with the four Ps can be made by having designers, product creators, marketers and advertisers work as a creative team to launch new brands, a synergy which he says well help fuel passion and success.
Packaging megatrends for Spring/Summer 2013
The ‘Spring/Summer 2013 Megatrends: Packaging’ presentation from Sharon Graubard, senior vice president of trend analysis at Stylesight, will detail four overarching trends for the season and how they will impact luxury packaging in terms of color, shape, texture, material and delivery systems.
Graubard detailed these four trends - Nutopia, Clarify, Ashen and Subnation – and explained how they will influence cosmetics and personal care products and packaging.
How trends will influence cosmetics and personal care packaging
Nutopia is a new vision of utopia with chic yet urban looks and rustic yet refined materials, she said, which will see personal care items using "natural ingredients, packaged in natural woods and linen textures". Metallic gold adds sophistication and patterns borrow from 50s geometrics, she said.
Clarity, an über-modern style that fuses technology with a softer, Asian-influenced aesthetic, will translate as products inspired by traditional Korean remedies, updated with cutting edge innovation, according to Graubard. She added that motifs borrow from ancient Chinese symbols, and “opalescent materials like glass, plastic and resin take the edge off geometric lines.”
Graubard said that the Ashen trend, inspired by "the beauty of decay and the potential of renewal", will see packaging materials play on the contrasts between matte and shine, while blocky, bold fonts with glossy coatings enhance the look.
The fourth overarching trend, Subnation, is described as “a style clash that evokes the attitude as the late 1970s and early 1980s punk anarchists,” according to Graubard. “Packaging imitates the street with cement, denim or punk aesthetics, she said,adding that “shapes are industrial, and stenciled or raised lettering completes the raw, urban feel.”
