A Q&A interview with Bruce E. Teitelbaum, founder of RPG — about the newly formed partnership, the Vertical Beauty Alliance. 

Beauty Packaging: Please provide a brief history of RPG. Why have you transitioned into a full-service, turnkey company for the beauty industry, including everything from formulation to packaging to retail experiences? 

Bruce E. Teitelbaum: I founded RPG in 1991. We are widely recognized for our award-winning design and build of displays and environments. We also now deliver the highest standards in turnkey solutions, including trend forecasting, brand strategy, formulations, packaging, filling, and analytics. We create products and spaces that connect people, evoke a mood, communicate brand personalities and tell a story.
 
It’s all about the product, and that’s exactly where we start. At RPG, product development and merchandising are the first call to action. We create cohesive consumer experiences from ideation through activation. With headquarters in Manhattan and global manufacturing facilities, RPG delivers outstanding design and vertical supply chain services that elevate and reinforce the power of brands.

BP: Tell us about RPG’s inclusion in The Vertical Beauty Alliance.

BT: The Vertical Beauty Alliance is a recently formed partnership,  which allows new and existing clients to leverage the collective experience, expertise, and resources of Mana Products, Meiyume and RPG—industry leaders in beauty product ideation, innovation, formulation, manufacturing, packaging and in-store experience.

This new association brings our customers unparalleled innovation, reliable speed to market, and a global footprint for creativity, formulation and manufacturing of their brand essentials.
 

BP: Where does the Alliance’s strengths lie?

BT: The combined R&D innovation labs and manufacturing strength of all parties allows The Vertical Beauty Alliance to provide clients with quality mixing, filling and supply solutions in Europe, Asia, and America to ensure supply chain resilience as well as access to an extensive library of innovative formulas and finishes, including clean and vegan formulas.
 
Furthermore, The Vertical Beauty Alliance collectively identifies and harnesses the white space in retail categories, markets and environments to elevate the power of brands and compel consumers to shop and purchase. From forecasting trends to providing in-store solutions, including displays, fixtures, retail environments and data analytics, this alliance re-imagines turnkey product development and customer experience where digital meets brick & mortar.
 

BP: What services do you now offer beauty brands? What are the advantages of your ‘one-stop’ shop?

BT: The heart of RPG’s success has always been our ability to strategically merchandise and visually communicate brand stories around our clients’ products. Based on that, the opportunity to establish an alliance among Mana, Meiyume, and RPG feels like a natural extension to ensure our three teams can collectively check all boxes for capabilities.

Each company is a leader in their respective category, and, together, this allows us to offer unprecedented service and quality. In this partnership, RPG now has a global footprint with six manufacturing facilities located in three continents, nine research & development laboratories, two formulation libraries with more than 10,000 formulas, and award-winning retail and brand experiential design and manufacturing services for successful global retail activation across all channels.
 

BP: Over the last year or so, RPG has introduced a number of innovative solutions for hands-free and hygienic packaging and sampling. Tell us about a few of your most recent/most innovative examples – how are they used and what inspired their creations, and why today’s brands/consumers will embrace these solutions? 

BT: Safety innovation now plays a paramount role in the store experience. Consumers wants to test, try, engage and buy in real life with assurance that their surroundings are safe. Shifting needs among retailers and consumers require product testing tools to be strategically incorporated into existing infrastructures and work in tandem with new methods for product engagement.

So, what’s the solution? RPG has designed, developed and patented low-tech, single-dose and dry air modular dispensing systems to maximize self-service and minimize risk.

BP: What will tomorrow’s brick-and-mortar shoppers be looking for as far as in-store hygienic practices at the beauty counter?

BT: For almost a year, the beauty industry has recognized that Covid-19 has been particularly challenging for brick & mortar retailers, especially those who focus on product interaction and experience. We’ve always acknowledged the importance of evolving our business model to meet both our clients’ needs and a changing consumer landscape.
 

BP: Does sustainability also come into play as far as trends in hygienic and hands-free—dispensing/sampling?

BT: The discussion around sustainability has become non-negotiable. This includes packaging solutions, millwork execution, LEED certification and almost every other aspect of the brand.