Spend Money

“You have to spend money to make money.”

My husband is a salesperson. His uncle owns an ad agency. It was a simple comment exchanged between the two at a holiday party. In context, it referred to treating past and prospective clients well in order to gain future business.

Short-term it’s expensive. Gift baskets and event tickets cost money. But long-term, it can pay dividends through sales or referrals. It’s good advice in the sales arena, but I believe the statement has a broader scope.

I was reminded of their conversation as I was writing the story on PureOlogy Research. Our readers chose PureOlogy as the 2005 Company of the Year: Excellence in Packaging winner. PureOlogy Research is a departure from past winners like Chanel, Limited Brands, Avon and Estée Lauder. The company is only four years old and it is small by comparison. But PureOlogy Research is doing a lot of things right.

The people at PureOlogy recognize that they have to spend money to make money. The company has made wise investments in advertising campaigns, product development, and most important to us, packaging.  Its packaging is smartly decorated, carefully constructed and was thoughtfully planned out. In all avenues, the brand exudes a high-end luxurious image. Its customers recognize it and PureOlogy’s initial investments have paid off.

Like a gourmet dinner for the prospective client, product packaging is an investment made on the front end in order to reap benefits later. In today’s market, the brand’s packaging and image are vital.

The competition is fierce. Over 2,000 cosmetic and toiletry products were introduced in the United States in 2004, according to Cosmetics and Toiletries USA 2004, a recent report conducted by Kline & Company. While the risks for new companies and/or product lines are great, investing in excellence from the start is well worth it.

We hope you enjoy the inaugural issue of Beauty Packaging. I’m excited about it. We have a great line-up of features this issue, a new designer’s column, and expanded coverage of trends, product launches and beauty news. After you’ve finished reading it, please take a minute to tell us what you think.

Best Regards,

Leah Genuario, Editor