Innovative Packaging Futures

I’ll always remember hearing about Coty CEO Bernd Beetz’s succinct credo for developing products and packaging, which he announced upon his arrival at the helm back in 2001: “Innovate or die.”

Ten years on, Beetz’s principle remains an essential component of market success. In a beauty channel fraught with uncertain consumer spending, innovative packaging plays a greater role than ever in attracting customers, and the word innovative now describes factors that extend far beyond the physical appearance of a product.

In this month’s special feature on Innovative Packaging, we spoke to beauty industry experts in packaging, education, market analysis and brand manufacturing to get their take on innovation. Their responses not only define where we are today, but help to provide an inside look at where creative beauty products and packaging are headed in the future.

Key among today’s principles of innovation is sustainability. Philippe Bonningue, VP of corporate development & packaging—North America, L’Oréal, says in the article, “You can choose to be innovative or not, but you have no choice but to be ‘sustainable’ in the development of new products.”

It’s a topic that’s discussed frequently at industry gatherings.

At a panel at Luxe Pack Monaco, Henry Renella, SVP, global package development, The Estée Lauder Companies (who also contributed to this issue’s feature on Innovative Packaging), said: “You need a combination of innovation and creativity, then add sustainability.” He also told the crowd, “Social responsibility is a key part of being a supplier for Lauder.”

At a recent Rutgers event, Won-Jong Rhee, professor Packaging Engineering, Rutgers School of Engineering, shared his thoughts on the matter with me: “Packaging is the biggest industry,” he said. “Everything is packaged—from food to missiles. It’s also our worst enemy and one we have to conquer. It’s all about sustainability.”

You’ll find additional examples of products that merge innovation and sustainability in this issue’s features on Dispensing, Decorative Techniques and Home Fragrance.

As we wind up the year, Beauty Packaging’s publisher Jay Gorga and I wish you a happy holiday and continued innovative and sustainable packaging success in 2012.