Experts pinpoint three big trends they think will drive beauty packaging going forward

Author Archives: Jonathan Rovner

  1. Packaging TRends

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    We were lucky enough to be featured in Beauty Independent’s most recent “No Stupid Questions” Column, the following is an excerpt from the feature.

    “In this edition of Beauty Independent’s ongoing series posing questions relevant to indie beauty, we ask 14 packaging, marketing, design and branding experts: What do you think are the three biggest trends in post-pandemic beauty packaging?”

    Jonathan RovnerJonathan Rovner

    President, PPD&G
    “…Within the marketing industry, the COVID-19 pandemic ushered in a new era of influencer packaging. With people mandated to work from home, “virtual” lifestyles have become the social and professional norm. In order to maintain a presence among consumers, brands around the globe are tasked with maneuvering their marketing techniques. The use of unique packaging has become the foremost practice to ensure brand survival in our new post-COVID environment.

    Emerging from the height of the pandemic, we have experienced an immense surge in the marketing budgets of our current clients. Many have come to realize that they are now required to present engaging packaging that sparks social media interest.

    There is a rising trend among clients serving industries that focus on personal appearances, such as cosmetics, skincare and cosmetic surgery. Once a scarce commodity, time itself became an abundant resource while the main form of human interaction has pivoted into Zoom calls and video conferences. This is resulting in people becoming more aware of their appearance and is now more inclined than ever to “fix” it. These circumstances have created a window for brands to market their cosmetic products and services far more competitively than in the past.

    As a result of COVID-19, manufacturing that previously took place overseas has remarkably shifted to domestic production. Due to the impact of the virus, countries that were often used for outsourcing packaging production are no longer viable options due to a lack of resources and staff in conjunction with unprecedented shipping costs and delays. These conditions are exacerbated by increased duties/tariffs imposed under the Trump Administration, leaving companies more inclined to keep their manufacturing on U.S. soil…”

    The remainder of the column can be found on Independent Beauty’s Site.

    Click Here to Read the Full Column

    PPD&G News | JUNE 10, 2021

  2. Package Design

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    The package design of any given product is arguably one of the most important factors in a purchasing decision.

    Women, especially, are visual and compulsive consumers. When you think of Chanel No. 5, what made it one of the most iconic fragrances since its release? It was the look, it was the smell, it was what every woman wanted. The overall package of this perfume set the standard and allowed Chanel to defy time.

    Package Design

    When it comes to the cosmetics industry, visual merchandising can be the reason why a product soars or flops. Regardless of whether or not we realize it, package design can be one of the most influential things that solidify purchases. The concept of emotional drivers, when it comes to purchasing is so relevant in the cosmetics business that one of the most prestigious fashion colleges in the world, The Fashion Institute of Technology, devoted an entire curriculum to it. In this pioneering program, they believe that the heart of the beauty business is—heart, and the key to that passion is creative and innovative packaging, in addition to great marketing and a great product. In this program, students are introduced to the strategic marketing tactics that define the beauty industry.

    What are the emotional drivers of purchasing you ask? It’s the synergy of an item. If the item looks amazing and smells amazing, then the consumer will feel great and exude confidence which leads to ongoing consumerism. It all starts with the packaging!

    PPD&G News | OCTOBER 13, 2020

  3. The Next Generation of Business Cards

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    If your job requires face-to-face meetings with prospective clients or partners, you have received at least one business card in your life. In fact, on any given day millions of business cards are exchanged with some people receiving a few dozen business cards in a single day. If you are one of the millions of professionals handing out these essential communication tools, the first goal is to be memorable.  Today’s business cards have come a long way in their 400 year history, with digital printing and processing elevating the humble printed card to a highly branded introduction of you and your company. For those who truly want to stand out and be remembered, the next generation of business card is here.

    VID LED PPD G Card

    Video Business Cards  offer an impactful way to introduce yourself and your company while presenting content beyond the business card norm. Instead of sending a prospective client to your website or YouTube channel to see a corporate video, you can now place the video in the palm of their hands for their immediate engagement. This is a powerful way to make your first impression a memorable one, helping you to stand out among the competition.

    Video business cards are part of the evolution of small format technology that is at the heart of the mobile movement. Using LCD video screens combined with micro storage and simple controls, businesses have the ability to deliver vibrant content when first meeting with a prospective client.  Additionally, as the LCD video screens come in a variety of sizes, you can opt to have a larger video product brochure when a larger viewable space will benefit the content being presented.

    VID LED EsteeLauder Revised

    One of the most exciting and powerful features of these video business cards and brochures is their ease of use.  Content can quickly be updated using a simple USB cable and a PC.  When connected to the PC the device appears as a USB storage device.  The person updating the device can change the content with two quick drag-and-drop steps.  This allows the user to modify the content to match the opportunity where the card/brochure is to be presented.  For example, real estate agents presenting multiple listings can create custom videos based on who they are meeting to create interest for specific properties. Another exciting and cost effective feature is an internal rechargeable battery that allows long term use without the need to purchase and install batteries.

    Unlike the business cards detailed in a recent article on Slate, embedded with near field communication chips, access to the internet and the use of a smartphone are not required to operate these cards.  Self-contained, these LCD video business cards and brochures can be used anywhere, regardless of internet connectivity.  Since the cases the LCD video unit is presented in can be printed with the standard business card information, the video content you choose to present can be focused solely on messaging.

    PPD&G can create an amazing Video Business Card or Video Brochure that will start the conversations you want to have with prospective clients. Call us today and speak with Matthew Menies to learn more about video business cards and all of our other services.

    PPD&G News | November 2, 2015

  4. From Concept to Creation

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    When a company launches a new product, the branding of the product is the underlying element of all marketing, promotional and merchandising efforts. While the product is the centerpiece, how it is branded is of equal importance (see: Steve Jobs & iPhone packaging). This includes not only the packaging and advertising, but also how the product is presented in the venues through which it will be sold. For the manufacturer, their vision of how to best market the product offers the optimal path to success through proper branding. In the case of an ultra-prestige brand, all elements of branding and marketing are planned to perfection and each new piece that is added must meet the high standards necessary.

    Since our inception 18 years ago, bringing to life our client’s marketing vision has been the main focus of our business. We have been challenged in various ways, but it is these challenges that we embrace. Each new project allows our staff to bring together all of our skills in perfecting our craft. Such was the case with a recent project brought to us by Coty for their new Miu Miu fragrance line.

    Miu Miu Black Acrylic Top View

    Coty wanted to present their product in a subtle, elevated fashion that would be pleasing to the eye, drawing potential customers to their product in-store. Since the display piece was going to live on retail counter tops, we worked with Coty to design a sleek, multi-tiered glorifier for this important product launch. For our PPD&G family, this project is a great source of pride.

    Each display unit began as several sheets of acrylic, which were fabricated in our on-premise work-shop and assembled into the base design. Once assembled, the edges were mitered and a thin layer of white acrylic was applied to the front and rear surfaces. After this, a layer of chromed metal with a mirror finish veneer was applied to the product display area, adding an extra visual dimension to further draw consumers’ eyes to the products. To protect the counters that the display unit would be placed on, the bottom was covered with a layer velvet cloth. Finally, the product name was added to the front of the podium, the letters made from custom cut acrylic and metalized with a gold mirror finish.

    Miu Miu White Front Black Top Three Quarter Top

    What made this especially gratifying for PPD&G was our ability to deliver this project on a much shorter deadline than would normally be in place for a project of this complexity. Working in conjunction with our overseas counterparts, we were able to cut the manufacturing time in half. This ensured that the custom retail display units were delivered to select Nieman Marcus locations nationwide. In doing so, Coty was able to launch their latest fragrance in spectacular fashion.

    The finished product is an elegant branding piece that, due to its sleek design and classic color pattern, can be used in a variety of merchandising opportunities. The mirror finish ensures that overhead lighting will make the products shine brightly; creating an eye-catching and engaging presentation that demands attention.

    We’re thrilled with this finished product, and even more ecstatic that Coty is happy as well. Do you have a custom-project and don’t know where to start? We can help – give us a shout!

    PPD&G News | October 27, 2015

  5. Marc Jacobs Daisy Dream

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    Marc Jacobs has done it again and will be launching its third Daisy fragrance to the garden since its birth in 2007. The Marc Jacobs Daisy fragrance line has been so successful it has taken on a life of its own. The fragrance will be launched in July 2014 and has a whimsical playful package that’s similar to its predecessors.

    The original Daisy was launched in 2007 and has exploded into multiple different lines, the newest being the Daisy Dream Collection.