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Seeing with New Eyes

By: Jeff Falk
Posted: December 6, 2010, from the December 2010 issue of GCI Magazine.

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“Innovation is the life blood. It’s a huge driver,” said Shirley. “But you can move too quickly, focused on launch followed by launch, choking shelves and confusing consumers. The launch-and-leave strategy has become launch-and-leverage. And with social media, we actually launch products months before they actually hit the shelves.”

Does this mean we are in a new age of nurturing? Nurturing brands, consumer relationships and how we engage? “[The rise of derm brands in the past decade] was a crossroads for Clinique,” said Lynne Greene, president, Clinique, at the Marc Rosen-moderated “Looking Back to See the Future” at Luxe Pack Monaco. “In a blast of dermatological brands, choice [for consumers] was at a crossroads. We looked at Clinique’s foundation and at how it is relevant today—and capitalized on that. By solidifying our past, we have been able to revolutionize our future,” said Greene.

At “The Art of Clarity” reception (a celebration during Luxe Pack Monaco of a unique partnership between Marc Rosen Associates, Eastman Chemical Company and six packaging manufacturers, which will be covered in detail in the next issue), Rosen spoke about the efforts and outcome of this specific partnership and the nature of collaboration, and I feel it applies to this nurturing concept.

“It’s seeing with new eyes,” he said. “It leads to innovation and opens up possibilities.”