“Consumers are setting a new standard. No longer are they trying to keep up with the Kardashians, but they are just trying to keep their heads above water,” said designer Marc Rosen during the first day of Luxe Pack, as he introduced panelists to discuss the seminar topic “Designing for the New Reality – The Sobering Effects of the Recession.” Following Rosen’s introductory remarks, weighing in on the subject were panelists Ruth Sutcliffe, senior marketing director and fragrance designer, Coty LLC; Debra Leipman, president, Arcade Marketing; and Mathew Frost, director global fine fragrance, International Flavors and Fragrance (IFF).

Sutcliffe urged brands to make certain adjustments in light of today’s economic uncertainty. “Continue being creative,” she stressed. “Innovate. We need to shift our thinking (use the internet, she said) and add excitement by taking chances–ala Lady Gaga.”

Sutcliffe pointed to three specific movements in the packaging industry today–sustainability, automation, and portability. She recounted a story of her recent trip to Costa Rica where she and her husband enjoyed an automated wine tasting. “If a wine tasting can be great when automated, what can’t,” she asked, referring to how the beauty industry can benefit from automation technology.

Debra Leipman discussed consumer behavior, and emphasized the changes its undergone–due in part to the recession. She said while consumer behavior used to be basic and predictable, “Now, it so much more complex. It’s gone from ‘I’ll buy the latest’, to ‘I’ll try the latest’, “ she said, adding that “brand experience is the new packaging.”

Mathew Frost presented something of an overview on fragrance’s marketing history going back to the early to mid 80’s, when “indulgence” ruled the day. He presented a chronological overview of how fragrance has been presented to the consumer, and it how reflects current trends. “We’ve taken the consumer on a journey,” he said. Frost also noted the recent success of niche brands today, citing the Axe product line as a prime example.