One of my favorite aspects of working at Beauty Packaging revolves around trend analysis. Through my daily correspondence with brands and suppliers, visits to trade shows and perusing data from a multitude of resources, it’s fascinating to watch the directions, however subtle, that the industry takes.

Of course, our annual mega-feature on the Top 20 Global Beauty Companies (p. 16) brings many trends to light, such as the continuous strategizing and streamlining efforts practiced by all the leading contenders fighting to keep the effects of the recession at bay. Delving into the workings of those included in our 6th annual ranking reveals what many beauty companies are going through at the moment: Through in-depth analyses, innovative thinking and focused R&D, they are striving to determine just where the greatest opportunities lie, and are then pursuing them aggressively.

It’s also interesting to watch how a struggling economy has boosted certain segments of the industry. For instance, at least a quarter of those companies on this year’s Top 20 list are direct sellers. Not that this is out of the ordinary, but with people looking for more income these days, these entrepreneurial-based companies have signed on huge numbers of sales representatives, and therefore, many have experienced record years.

Another sign of the times is evidenced with nail polish. Many women are cutting back on their once-weekly habit in salons and spas, opting instead for the do-it-yourself at-home application—giving rise to brand and color expansions and new technology, such as Coty/Sally Hansen’s Insta-Dri Fast Dry Nail Color, which features one-stroke application, one-coat coverage and a drying time of 60 seconds. (Oh, how I wish we’d had that when my daughters were little and couldn’t sit still long enough for their occasional manicures to dry!)

And while Sally Hansen leads the category, other nail polish brands are also vying to increase coverage (pardon the pun). OPI recently connected with Dell Computer, which reportedly will offer a number of laptop models in more than 20 sassily named OPI shades. In another deal with Sephora, the successful mall retailer will offer Sephora by OPI Nail Colour, an exclusive line of more than 50 hues.

The nail polish trend was also evidenced at HBA Global Expo (for show review, please see p. 62), where a number of suppliers offered a dizzying array of bottles and accessories to brands eager to get in on the DIY retail trend.

Now heading off to Luxe Pack Monaco, I can’t wait to see what trends I’ll discover. I’ll keep you posted.

We hope you enjoy this issue,

Jamie Matusow