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Beyond Product Packaging

By: Anisa Telwar Kaicker
Posted: August 26, 2014, from the September 2014 issue of GCI Magazine.
  • As a way to garner attention and woo consumers, more beauty brands are looking to offer accessories such as brushes and cosmetic bags as part of their lines.
  • Many brands don’t have a lot of expertise in developing accessories, so partnering with a packaging supplier, designer and/or consultant is often advisable.
  • By thinking more creatively about how a consumer will use products and working with partners, brands can find opportunities for practical, successful new additions or to fill a market gap.

Today, even the most well-known beauty brands are feeling pressure in this growing, competitive industry that now includes everyone from small organizations to major fashion houses. Beauty brands are looking anywhere for an edge to stand out, and are constantly changing their product lines as they work to incorporate each season’s style trends and the latest innovations to maintain consumer loyalty.

One way to do this is by consistently expanding product lines to become a “one-stop beauty shop” to meet consumers’ numerous beauty needs. For many, this means focusing new or increased attention on the applicator, brush and bag market, which opens new innovation opportunities for brands to help keep their image fresh.

To establish or grow their accessory collections, beauty brands often partner with packaging suppliers, designers and accessory manufacturers that have the expertise in this area to help them creatively develop these lines. To do this, brands must build cohesive and strong partnerships with behind-the-scenes partners who truly understand and support their goals. Otherwise, these collaboratively developed products, although new to market, may compromise a brand’s identity and reputation, jeopardizing customer relationships.

Collaboration Leads to Innovation

In order to successfully expand packaging and accessory collections, brands must be cognizant of today’s changing consumer needs. During the last decade, consumers have become more complex, with a variety of interests, influences and activities driving their choices. They are traveling regularly, constantly multitasking, and are more conscious and concerned about the health effects of their beauty rituals. Although these consumers desire ease, simplicity and compactness, they do not want to sacrifice style in the process.