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Speaking the Language of Beauty

By: Kevin Marshall
Posted: June 1, 2012, from the June 2012 issue of GCI Magazine.

page 4 of 4

As the branding paradigm becomes more complex and consumers’ expectations of designed experiences expand, packaging and its functional (as well as emotional) benefits will become increasingly important to address. In today’s high-stakes, billion-dollar global luxury market, a brand looking to establish itself (or maintain market share) needs to maximize every possible advantage at its disposal. Exceptional packaging and crisp messaging now matter more than ever, particularly in a business as fiercely competitive as fragrance.

With spending on the upswing, brand teams must continue to be nimble, sensitive and aware of their consumers’ needs and desires. Synergy between market insight and creativity will be key to launching new and meaningful products, and advanced materials, new technologies and the cross-pollination of lifestyle influences will allow designers to stretch like never before, all in hopes of delivering an exceptional brand experience. And creating those experiences is what will keep consumers coming back, time and again.

Kevin Marshall is the vice president and creative director of Marc Rosen Associates.