Making Cosmetic & Personal Care Packaging Stand Out: Insights from Industry Leaders

Sara Clasen, VP, brand packaging, luxury, AERIN | Aramis | Bobbi Brown | Estee Lauder | La Mer, has joined our panel of packaging experts.Sara Clasen💡 Beauty Accelerate is returning  LIVE to the East Coast March 12-13, 2025, at the Ocean Place Resort & Spa in Long Branch, New Jersey. The event features expert talks from newsmaker brands and innovation thought leaders, networking opportunities and a boutique exhibition of concept products and services from leading ingredient, packaging and contract/turnkey manufacturing partners. 👉🏽 Registration is now open.

When it comes to beauty and personal care, packaging does a lot more than just hold the product—it’s a brand’s silent ambassador. It can spark instant recognition, drive virality, enrich the consumer experience, and more. But in today’s fast-paced world of fleeting TikTok trends, sustainable expectations, and a saturated market, packaging has to work harder than ever before. So, how can brands future-proof their packaging to stand out in this ever-evolving landscape?

During a special panel discussion at Beauty Accelerate 2025, Future-proofing Beauty & Personal Care Packaging, packaging experts will share what works—and what doesn’t—in today’s cosmetic packaging environment.

Let’s dive into the key takeaways from the conversation and explore how brands can optimize their packaging strategies for the future.

Lorne Lucree, founder of Quiet Coyote.Lorne LucreeFeatured experts include:

• **Sushil Iyer**, VP/Head of Global Packaging, R&D at Kenvue 
• **Lorne Lucree**, founder of Quiet Coyote 
• and **Sara Clasen**, VP, brand packaging, luxury, AERIN | Aramis | Bobbi Brown | Estee Lauder | La Mer

Together, they will answer audience questions and provided actionable tips for brands looking to create packaging that stands out today and remains relevant tomorrow. 

👉🏽 Registration is now open.

### What’s Trending in Beauty Packaging? 

1. **Standing Out in a Sea of Choices** 

Whether it’s on crowded store shelves or in the endless scroll of social media feeds, brands are competing for attention like never before. The right packaging can be a game-changer, helping products cut through the noise and grab the spotlight. 

2. **Maximalism vs. Minimalism: Which Approach Wins?** 

Should packaging make a bold, maximalist statement or embrace a sleek, minimalist aesthetic? The answer depends on the brand’s identity and audience preferences. Both strategies can work, as long as they resonate with the consumer. 

Sushil Iyer, VP/head of global packaging, R&D at Kenvue.Sushil Iyer3. **Embracing Chaos Packaging** 

Innovative and unconventional packaging concepts are making waves across industries. Think Liquid Death’s bold water cans or Vacation’s sun care in a whipped cream-style dispenser. Borrowing cross-category concepts can help beauty brands create memorable, buzzworthy packaging. 

4. **Sensory and Textural Elements** 

Packaging isn’t just about looks; how it feels matters too. Sensory components can elevate the consumer experience, turning a simple unboxing into a moment of joy. Whether it’s a velvety finish or an unexpected texture, these details can make a lasting impression. 

5. **The Future of Sustainable Packaging** 

Sustainability is no longer a “nice-to-have”—it’s a must. But navigating sustainable packaging options can be tricky. Should brands focus on refillable formats, reducing plastic, or enhancing recyclability? And what about near-shoring to streamline production and reduce environmental impact? The answer lies in finding the right balance between innovation, practicality, and brand values. 

Ready to take your packaging to the next level?

In a world where first impressions matter more than ever, beauty and personal care packaging plays a pivotal role in shaping brand perception, driving sales, and creating memorable customer experiences. As trends evolve and sustainability becomes increasingly important, brands must stay nimble, creative, and strategic in their packaging decisions.

What does the future of packaging hold? It’s all about innovation, authenticity, and staying one step ahead. Ready to take your packaging to the next level? Let’s make it happen. 👉🏽 Registration is now open.

About Beauty Accelerate 2025

In an environment of consumer uncertainty, market saturation and rapid technological shifts in R&D and marketing, beauty is at an inflection point.

That’s why Beauty Accelerate 2025: Future-proofing Beauty will deliver insights from industry- and category-leading experts and brands, offering practical strategies for product and brand development, marketing and consumer engagement to deliver growth that lasts.

• Dates: March 12-13, 2025
• Location: Ocean Place Resort & Spa in Long Branch, New Jersey

By uniting the best minds in marketing, R&D and data, this year's event will deliver actionable insights and strategies for brand success in 2025 and beyond.

From expanding the beautyspan with regenerative and longevity-focused innovation, to engaging Gen Alpha and Gen Z consumers, this year’s event will provide a 360-degree view of what it takes to succeed in beauty in 2025 and beyond.

Key themes will include:

• Engaging Gen Alpha & Gen Z
• Longevity & (p)rejuvenation: maximizing the beautyspan
• The efficacy imperative: proof is not optional
• Delivering value: insights for demanding consumers across categories
• Obsession-worthy cosmetic packaging: design x function x sustainability
• What the latest data tells us about what’s next in beauty
• Beauty innovations to capture white space

👉🏽 Registration is now open.

3 Reasons to Attend Beauty Accelerate 2025

🤯This year’s event is tapping newsmaker brands, R&D technical experts and beauty leaders to present actionable takeaways for brands of every scale and across every beauty category. 

🧪 In addition, Beauty Accelerate’s Innovator Talks and boutique exhibition will highlight the latest concept products, ingredients, packaging, technologies and services to drive future product development, R&D, marketing and retail success.

🍸 To bring it all together, Beauty Accelerate 2025 will provide ample networking opportunities, from lunches to a closing cocktail reception to the C&T Allē Awards, an evening honoring the best in R&D and brand innovation.

👀More details, including featured speakers, program details and tickets, are continually updated. So be sure to check back!

👉🏽 Registration is now open.