Behind the Scenes at Beauty Packaging’s Color Seminar

BP editor Jamie Matusow talks to Coty Prestige Creative Director Jon Dinapoli, Comp 24's Mike Spielman and BASF's Doreen Becker about key points made during "The Color Connection," a special seminar on the role of color in fragrance, cosmetics and personal care packaging.

Attendees at Beauty Packaging's premier Breakfast Seminar on the critical role of color in packaging agreed that packaging now plays a more important role than ever in the beauty industry. That’s why more than 60 people gathered on October 6, at Opia Restaurant in New York City, to hear from three experts on color: BASF's Doreen Becker, Comp 24's Mike Spielman, and Coty Prestige Creative Director Jon Dinapoli.

Doreen Becker, BASF interview from Beauty Packaging Breakfast Seminar


Becker, one of a rare breed with degrees in both art and chemistry, and an R&D chemist for BASF Corporation started out the early morning event with an invigorating presentation on color trends, specifically for the beauty industry, which BASF had based on Parisian couture collections. Four specific palettes ranged from neutral to organics to bold.Even though some ranges harkened back to the ’70s, Becker explained that they were all slightly different and more current. “Just like when you go into your closet to pick out something from years ago that looks like it would work, somehow it’s dated, just not right in some way,” she noted.

Becker handed out the customized BASF color books, which Comp 24’s Mike Spielman, a 25-year veteran of prototype packaging, referred to in his talk on the trials and intricacies of color matching, and the crucial role it plays in selling your project to your boss, the client and the consumer. Knowing what colors consumers will respond to influences the whole project right from the start, said Spielman. “Market research and consumer groups, too,” he said, “should play a role in the process. That way there are less surprises and less increases in costs further down the line.”

Mike Spielman, Executive Vice President, Comp24 interview at Beauty Packaging Seminar

Spielman also described Comp 24’s role in several projects they’d worked on with Coty Prestige, in which detailed prototypes of the bottles and cartons helped the projects successfully come to life.

Coty Creativity

Jon Dinapoli, Creative Director, Coty Prestige at Beauty Packaging Breakfast Seminar


One of Coty’s fragrance projects destined for success from the beginning, thanks to trend-setting actress/client Sarah Jessica Parker and the creative efforts of Coty Prestige Creative Director Jon Dinapoli was Lovely. Dinapoli delighted attendees with the story of how dyed Easter eggs, pale grosgrain ribbon and a vintage doorknob had combined for a winning package that quadrupled expected sales. “Sarah Jessica knew what she wanted from the start,” said Dinapoli, in explaining how difficult it was to achieve the pale color palette from bottle to carton. “She was involved in every step of the process.”

Dinapoli also gave colorful details on two of his other high-profile packaging projects: Harajuku Lovers and Vera Wang Princess.

Attendees lauded presenters with rave reviews, and left with full stomachs and insightful, takeaway tips on how best to use color in cosmetics, fragrance and personal care packaging. It was a morning well spent.