Packaging Smarts and Original Thinking

Carlos Ugalde, founder & CEO of Sasha Varon Luxe Parfums, offers advice on making sure your beauty packaging translates to sales.

Written by: Carlos Ugalde, founder & CEO of Sasha Varon Luxe Parfums

Author bio: Carlos Ugalde, founder & CEO of Sasha Varon Luxe Parfums, is an award-winning art director who has worked with companies such as Murad, Borba Beauty and Renee Furterer. Ugalde turned his attentions to the fragrance industry with his eye on the bold and unexpected. www.sashavaron.com

As I was wandering through Macy’s this past weekend, I engaged in my usual sweep of the fragrance and cosmetics counters, and it prompted me to rant a bit about the importance of packaging as it relates to visibility, and ultimately, sales. “Yes, way to state the obvious,” you may be saying, but the reality is many companies, especially new entries into the market are playing it safe and using the status quo as their starting point. No good.

Now not everyone need be an Ed Hardy or a Diesel with its punchy new fist shaped men’s fragrance, but strong, clear messaging with demonstrative creativity in design is no longer a benefit, it’s a necessity.

A strong message of your brand/design requires knowledge and discipline.
The truth is, the best brand designs, like the most interesting people, have a keen sense of self. You have to understand what your brand means not within the confines of your office and employees, but out in the world where the consumers are.

Now I’m not suggesting that you have bold outrageous packaging for its own sake—but do have packaging that will speak to your audience, not packaging that pleases the consensus internally or the top dog, especially if that’s you. Also, if you’re hiring an agency for your design, beware of flatterers. There are a lot of agencies out there that will produce any nonsense you want, so long as it keeps you happy and you can pay for it. Do your research on your market, come up with a crystallized statement of what your brand is, and have your design reflect it.

Start from zero. Too many times the conventional wisdom states: “Look at what everyone else is doing and start from there.” The problem with doing what works for everyone else is that by the time you design your packaging, brochure, container, etc., someone else comes around with an exciting vision and suddenly that’s the way everyone is doing it! Be the game changer, not part of the “me too” set.

Let your love and dedication to the development of your product shine through in its design. Don’t be a follower, be an innovator, a leader, a game changer. Original thinking, it’ll pay big dividends in the end.