A no-nonsense approach to packaging appears to be taking priority in the beauty world with brands and suppliers doing everything they can to ensure that components are well-designed and easy-to-use. Consumers are driving the movement as they continue to be the industry’s top influencers. Pressed for time and adamant about results, they are demanding top performance and simple well-functioning usage procedures in the products they purchase.

This was evidenced in a number of packages that exhibitors at Luxe Pack New York presented to us as we visited them on the show floor (see page 52 in this issue; and view video interviews at BeautyPackaging.com). From application gestures to portability, the quantity of components to new dispensing systems, products are becoming not only easier for the consumer to use—but also easier for a brand to purchase and get quickly to market.

At Luxe Pack New York, I also spoke with Dr. Bryce G. Rutter (see video at BeautyPackaging.com) about designing “perfect beauty tools” that are easy to use. Rutter told me: “Far too often, aesthetics trumps functionality in the design of beauty tools and applicators, but the most stunning aesthetics cannot rescue a design that is hard to use.” He said, “The beauty tool market is flush with non-ergonomic designs that are handsome to look at, but are hard to handle, easily dropped and not designed to optimize precision, control and dexterity.” With his expertise in designing surgical instruments, Rutter has been applying his professional knowledge to help develop beauty tools that are functional, comfortable and simple to use.

2017 International Buyers’ Guide

In line with the ease-of-use and functionality topic, we present our annual 2017 International Buyers’ Guide in this issue. With this month’s annual industry compendium, which features hundreds of suppliers by company name and category, we’re once again providing beauty brand packaging buyers with a comprehensive resource for easy access to components and services. Here, you can quickly locate sources of packaging solutions, decorative techniques and lots of other options, either in print—or online, where information is updated on a constant basis. It is designed for maximum ease of use—and we know you’ll refer to it often.
Beauty Packaging’s publisher Jay Gorga and I wish you a wonderful easy-going summer.