A quarter of a century ago our industry was a much simpler and more personal business. There were fewer brands, no one had ever heard of a flanker and new fragrances were always launched with a perfume sku. Image was everything, and companies like Revlon, Estée Lauder, Avon, Elizabeth Arden, Lancôme and Coty competed with now forgotten brands such as Charles of the Ritz, Germaine Monteil, and Dana. Department stores like Bonwit Teller, Best and Company, Jacobson’s, Marshall Field’s and Bullocks Wilshire still thrived.

Pratt student scholarship winners with host and supermodel Carol Alt (R)

It was a glamorous time when the industry was more Hollywood than Wall Street. All black tie and limos, we had the FiFis, John Ledes’ Paris soiree and the grand parties every night at CTFA. Style was the operative word. CTFA was the most wonderful industry weekend at the grand Boca Raton Hotel designed by Addison Mizner. There were meetings during the day with important speakers, and a lunch sponsored by Firmenich, on a yacht touring the Intracoastal Waterway. Cocktail parties were thrown by various suppliers, each night there was a glam dinner dance hosted by a different fragrance house—black tie or with a costume theme—and late night discos were to die for.

This was 1989, and after teaching a graduate course at Pratt Institute where I had gone to graduate school myself, I was honored with a scholarship in my name for packaging design. I had just left Elizabeth Arden after 13 years, starting my own business, Marc Rosen Associates, and was excited at the prospect of helping the industry to recognize a neglected but essential aspect of the marketing initiative:Packaging Design.

Long time supporter Cosimo Policastro (executive vice president of fine fragrances at Givaudan) and Heidi Manheimer (CEO/Shiseido Cosmetics America)

I had earlier during my stint at Arden created an exhibition to celebrate their 18th anniversary. It was held in the museum at FIT and entitled “Cosmetic Packaging: A Twentieth Century Art Form.” It received tremendous press coverage and heightened industry awareness of the importance packaging plays in creating a brand.

This spawned the annual Pratt Institute “Art of Packaging” gala to support the scholarship, to recognize the recipients and to honor the company that personified the theme. I try to make the evening an “ode” to the glamour times that I’ve recalled above. Held in the beautiful Stanford White Renaissance palazzo that is the University Club, it is yes, black tie and considered one of the industry’s most elegant evenings. Over the years we have recognized Avon, Estée Lauder, Lancôme, Aramis Designer Fragrances, Clinique, Ralph Lauren, P&G and many others. The first recipient was legendary fragrance bottle designer Pierre Dinand (Eternity, Opium, Hanae Mori to name a few). This year we will be honoring Mary Kay whose dedication to this art is a testament to its founder.

May 6 will mark the 25th anniversary of the establishment of this scholarship for young packaging designers at Pratt taking my graduate course “Package Design Workshop.”

Twenty-five, yes 25 years later, we are celebrating the silver anniversary of this scholarship, which has raised over $2.5 million dollars to help deserving design students realize their potential.

New York City commissioner Catherine Oliver, WABC-TV’s Diana Williams (host), Marc Rosen, New York City commissioner Kate Levin at the 20th anniversary of the scholarship fund in 2009. The City of New York, Office of the Mayor had recognized Rosen with a citation for his dedication to Pratt’s packaging design students and for his contributions to the cosmetics and packaging design industry; Levin and Oliver presented the citation

The industry may have grown dramatically and the business today may be more about numbers than about image, but one thing remains the same. Our hearts are as big as ever and our generosity and the support of our future generations remains our mission.

“The Art of Packaging Awards Gala” is 25 years young.I am so proud to be the catalyst that has given the field of package design the spotlight it deserves.

[Ed note: Tickets to the gala are available for purchase by calling 212-925-2507.]

Honoree Veronique Gabai, Aramis Designer Fragrances, and Marc Rosen checking out the scholarship winners’ work on display at the gala

Clinique’s Lynne Greene and Dr. Thomas Schutte, president, Pratt Institute (2007)