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Cooking Up the Perfect Package, Part 1

Contact Author John Morgan
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Packaging sketch courtesy of Cosmetics Packaging YONWOO.

This article is the first of a four-part series which examines each of the phases of the package development process (see chart): conception, feasibility, development and execution.

Having worked for some of the most prestigious companies in the beauty industry over the past 15 years, my goal in writing this series is to synthesize my personal experience to provide a clear and concise step-by-step guideline for marketers to use as a reference tool when working with their package development counterparts.