Most everyone in the cosmetics, fragrance and personal care industry is familiar with the terms “The first moment of truth” and “The second moment of truth,” coined by Procter & Gamble about 20 years ago.

At the time, the first idea related to consumers choosing and purchasing the product from among all those on the shelf. The second was what paid off in the long term: customer satisfaction and the desire to re-purchase. Today, whether shopping in brick-and-mortar stores or online, both phrases ring true and can greatly determine a brand’s success.

I’ve thought about this a lot lately as I recently tried three prestige products that delighted me in the first moment, but fell way short when it came to their functionality. A compact with a liquid foundation leaked and made a mess and the puff’s satin ribbon “handle” reached beyond the edge so that it scratched my face when applying. When I pressed the actuator of a promising hair product, it tumbled off into the sink, leaving the stem exposed and the product leaking down the outside of the can. The third product had a similar dysfunction, with the actuator also breaking off and floating toward the shower drain.

Although I initially liked the packaging as well as the formulations (when I had salvaged what had spilled), I would have to seriously think about re-purchasing them.

By far the exception, my few disappointing experiences once again made me appreciate our industry’s critical partnerships and how formulation and package must be jointly developed and carefully tested.

To help brands in their search for the right suppliers, Beauty Packaging provides an annual International Buyers’ Guide. In this, our 2015 edition, you can quickly access packaging solutions, decorative techniques and lots of other options, either in print—or online, where information is updated on a constant basis.

One thing is sure: Finding the right suppliers is essential to achieving “the second moment of truth.”

As always, we hope you enjoy this issue.