Brand Loyalty Rules

Just back from Luxe Pack New York and the FiFi Awards (please watch for reviews of both in the July/August issue), I’m encouraged by the buzz ofeconomic optimism in the air. Many suppliers I spoke to at the sold-out luxury packaging show reported that business is good; all were eager to talk about their latest innovative solutions. What’s more, attendance was up 5% over last year.

At the FiFis, it was clear that innovation in fragrance packaging—as well as consumer loyalty—continue to play key roles in sales. For the first time in its 60-year history, The Fragrance Foundation honored a Female Celebrity Fragrance of the Year, choosing none other than mega-celebrity Paris Hilton. With Hilton about to launch her fifth fragrance this fall, she thanked her loyal fans for their continued support of her products.

Brand loyalty was also the topic of discussion at Beauty Packaging’s standing-room-only seminar at Luxe Pack New York, where four members of our Board of Advisors presented their unique knowledge and experience regarding ideologies and packaging strategies that keep consumers
coming back for more.

Another member of our Board, Barbara Poder-Stiso, senior director package development, Del Labs/Coty, Inc., was unable to join us at Luxe Pack, but shares her views on achieving brand loyalty in BeautyPackaging.com.

Also on our website, yet another of our Board members, Nica Lewis, head consultant Mintel Beauty Innovation, fills readers in on worldwide packaging trends in the kids and teens market, which is also the subject of one of our feature stories this month, “Bringing Beauty Value to Youth.”

Teens have joined adults in critically evaluating the value of their purchases in the beauty—and other—markets, which has greatly increased sampling as a more valuable marketing technique. Contributing editor Leah Genuario reports on sampling’s many forms and functions. Meanwhile, Lindsay Elkins looks at how even applicators can help gain consumers’ favor.

With a new economy around the corner, however changed it may be, the time to win customers over is now.

We hope you enjoy this issue.

Jamie Matusow
Editor
[email protected]