By Jamie Matusow

If people smile, they’ll feel happy. If products make people feel good, they’ll be more apt to purchase. At the moment, these somewhat trite, but very apropos adages appear to be top-of-mind in the beauty industry—and in particular, describe the emotional component of successful packaging.

Party-in-a-bottle, frivolous, emotive, whimsical—all are descriptors that suppliers and brands attribute to packaging detailed throughout this issue. Flirty designs, reflective surfaces, ribbons and charms—all hold influential powers to amuse and sell.

At Luxe Pack Monaco (see review on p. 46), exhibitors and attendees shared an obvious feel-good attitude, perhaps with the hope that, similar to the message of “Put On a Happy Face,” one of the most popular tunes in this season’s Broadway revival of the 1960s musical “Bye Bye Birdie,” gray skies clouding the industry would subsequently clear up and all would return to previous retail levels. Throughout the Luxe Pack show floor, decorative effects appeared as lively as the throng of ebullient buyers.

In writing this month’s feature on Innovative Packaging (p. 16), references to fun and excitement popped up frequently as I interviewed a number of key industry professionals regarding the many directions that innovation has taken in the beauty packaging world, and how the economy has guided these twists and turns.

Jon Dinapoli, creative director, Coty Prestige—and the newest member of Beauty Packaging’s Board of Advisors—shares his thoughts on the impact of innovation in the fragrance industry, and how that influenced the playful attitude encompassed in the new Sarah Jessica Parker fragrance. Scott Widro, vice president of manufacturing and materials management, Chanel, another member of Beauty Packaging’s Board of Advisors, tells how the luxury brand added a surprise element in order to delight its discriminating consumers. Once in a while, a product’s packaging shakes the category completely—or in this case, vibrates it. Such was the case with Estée Lauder’s TurboLash mascara, which George Kress, vice president corporate package innovations, The Estée Lauder Companies, reveals, was propelled to innovative success due to the excitement expressed by focus groups.

Every year, the New Jersey Packaging Executives Club reviews hundreds of products to discern which deserve special merit as far as innovation. From 100% recycled and recyclable glass to lightweight, wooden cylinders, to creative use of stock packaging, many of the top winners are presented on p. 42.

We hope you enjoy this issue—and we hope that the holiday season and the
New Year bring you lots to smile about.