Jamie Matusow, Editor12.03.10
Recently, Gap modified its iconic navy-and-white logo, shrinking the blue box and positioning it to the right of the name, overlapping the letter p, in the brand’s new lower case font.
The clothing retailer was unprepared for the reaction the change elicited from consumers. Negative comments about the unfamiliar logo—and general criticism of the company in the process—raged across social media sites, prompting Marka Hansen, president of Gap Brand North America to issue an apologetic statement, and an announcement that they would withdraw their new logo and reinstate the one favored by consumers.
This example brings to the forefront the power of the Internet and the vital importance of clearly knowing your consumers and bringing them what they want.
In fact, figuring out how to best connect with consumers is a priority among beauty companies, and one addressed in a variety of innovative ways. In this month’s feature on Innovative Packaging (p. 26), Beauty Packaging looks not only at several of the latest and greatest product designs, but also at the expanded consumer-centric definitions of the word innovative.
Comments from two Estée Lauder packaging executives—Allan Hafkin, vice president, global package development and George Kress, vice president, corporate package innovations—and from Eileen Higgins, Avon’s vice president of global product innovation, reveal the companies’ focus on innovative methods for creating a meaningful consumer experience.
You’ll also find numerous examples of innovative methods in this month’s features on Decorative Effects (p. 36) and Dispensing Technology (p. 16). An Online Exclusive on the latest trends in Home Fragrance packaging can be found at www.beautypackaging.com.
And let’s not forget the innovations behind sustainable packaging. On page 58, another Estée Lauder packaging executive, John Delfausse, vice president global package development and chief environmental officer, Estée Lauder corporate packaging—and a member of Beauty Packaging’s Board of Advisors—fills us in on some of the latest accomplishments at Aveda.
While some brands occasionally get things wrong, many more get it right! We’d love to hear more about how your brand is connecting with consumers.
Wishing you all the best for a happy and healthy holiday season—in stores, online and at home!
The clothing retailer was unprepared for the reaction the change elicited from consumers. Negative comments about the unfamiliar logo—and general criticism of the company in the process—raged across social media sites, prompting Marka Hansen, president of Gap Brand North America to issue an apologetic statement, and an announcement that they would withdraw their new logo and reinstate the one favored by consumers.
This example brings to the forefront the power of the Internet and the vital importance of clearly knowing your consumers and bringing them what they want.
In fact, figuring out how to best connect with consumers is a priority among beauty companies, and one addressed in a variety of innovative ways. In this month’s feature on Innovative Packaging (p. 26), Beauty Packaging looks not only at several of the latest and greatest product designs, but also at the expanded consumer-centric definitions of the word innovative.
Comments from two Estée Lauder packaging executives—Allan Hafkin, vice president, global package development and George Kress, vice president, corporate package innovations—and from Eileen Higgins, Avon’s vice president of global product innovation, reveal the companies’ focus on innovative methods for creating a meaningful consumer experience.
You’ll also find numerous examples of innovative methods in this month’s features on Decorative Effects (p. 36) and Dispensing Technology (p. 16). An Online Exclusive on the latest trends in Home Fragrance packaging can be found at www.beautypackaging.com.
And let’s not forget the innovations behind sustainable packaging. On page 58, another Estée Lauder packaging executive, John Delfausse, vice president global package development and chief environmental officer, Estée Lauder corporate packaging—and a member of Beauty Packaging’s Board of Advisors—fills us in on some of the latest accomplishments at Aveda.
While some brands occasionally get things wrong, many more get it right! We’d love to hear more about how your brand is connecting with consumers.
Wishing you all the best for a happy and healthy holiday season—in stores, online and at home!
