Seminars at Luxe Pack New York drew crowds.

Beauty Packaging’s editor Jamie Matusow created and moderated the seminar entitled “Innovative Packaging that Translates Across Global Markets,” and it drew a standing room only crowd in the conference area on the first day of Luxe Pack New York.

The three expert speakers described how packaging can be designed to transcend borders—and why it should.

Dr. Benjamin Punchard, senior global packaging analyst, Mintel, advised the audience to think about where a product will be launching when creating a brand and designing packaging. He spoke about the cues that are used to communicate luxury, and how these differ depending on where a product is sold.

For example, simple equals sophisticated, in the mind of a consumer in North America, according to Punchard. But in China, the opposite is true—packages with patterns and curves are perceived as being sophisticated, and are used by some high-end skin care brands.

Participants at the seminar moderated by Jamie Matusow, “Innovative Packaging that Translates Across Global Markets”: (L-R)Scott Widro, formerly of Gurwitch Products; Jamie Matusow; Dr. Benjamin Punchard, Mintel; Sage Brennan, China Luxury Advisors.

Sage Brennan, co-founder, China Luxury Advisors, reminded the audience about the huge growth potential of the luxury product market in China. Chinese customers are now the largest overseas spenders, according to Brennan. They are traveling in much greater numbers now—and when they travel, they shop.

Scott Widro, former executive vice president of operations and supply chain, Gurwitch Products, presented his 5-step approach to ensure your brand will transcend borders and be understood on a global level.

He advised to keep these 5 steps in mind during the package development process:

Simplicity: Don’t over-complicate a package; let the product speak.
Elegance: A luxury package is truly elegant and timeless.
Consistency: Stay true to your brand’s DNA. Your visual imagery shouldn’t change no matter where the brand is, around the world, Widro advised. He used Chanel as an example—it is instantly recognized everywhere.
Convenience: A package should make using the product easier, and an enjoyable experience.
Iconic Nature: Make your packaging so memorable that one glance tells your brand’s story.

Punchard advises: Consider the different cultural backgrounds of your consumer— and understand how their perception of luxury differs.

Packaging Designs that Entertain

Marc Rosen, president, Marc Rosen Associates and renowned packaging designer, recruited a panel of experts to discuss the marketing, retailing and future trending of new amusing fragrance designs such as those for Nicki Minaj and Lady Gaga.

Speakers were Karen Grant, vice president and global beauty industry analyst, The NPD Group (and a member of Beauty Packaging’s board of advisors); Lorrie King, senior global marketing director, Coty Beauty; Gail Boye, president, Ideation by Gail Boye; and Noreen Dodge, global marketing and creative development consultant, Elizabeth Arden.

Participants at the seminar moderated by Marc Rosen, “Package Designs that Entertain”: L-R): Karen Grant, NPD Group; Lorrie King, Coty Beauty; Marc Rosen; Gail Boye; and Noreen Dodge, Elizabeth Arden.

Grant reported a healthy prestige market approaching the $3 billion mark—the highest in five years. She said that unit quantity is also increasing, while the average price is rising. She said designer fragrance remains the largest part of the marketplace but that celebrity is growing (in women’s, but dropping in men’s). Perhaps most interesting (to us), Grant said that consumers say that in-store displays and the bottles and packaging have become most important.

Dodge, who spearheaded the Nicki Minaj and Justin Bieber launches at Arden, talked about how packaging has to bring to life the brand’s DNA. “You have to understand the artist,” she said, “and then gear everything toward that.” She said Someday “did almost one million units in six months time.”

Boye noted, “Celebrity, bling and fanfare can inspire purchase, but only personal connectivity with the product will bring the consumer back for more.”

King, who handles fragrance launches for Halle Berry and Celine Dion, spoke about the challenges of putting a feeling into a package:

“You have to think differently,” she said. “Be an innovation champion. Think outside the box—how can you see the world differently as you develop the product?” For one, she suggested: “Take ideas from different industries—and always seek excellence.”