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Cover story - Emerging Patterns To discover what consumers really want, you need to ask what’s important, not just what’s next. And we’ve done exactly that: We’ve connected the dots between current trends and your business, and identified seven key issues taking shape for you and your packaged-goods marketing peers this year. - Trendspotting How-to’s BRAND NEW - Cosmeceuticals Brand Puts On A New Face SkinMedica is well-established in the booming cosmeceuticals sector. But the company realized it was time to cement that position with a transformation that includes custom packaging structures. - Using Research To Guide and Support Packaging Innovation Before you can justify the cost of innovation, you have to understand how it’s expected to make an impact at the shelf. Perception Research Services’ Scott Young shares findings on aesthetic and functional benefits that are likely to result in positive ROI. - Guidelines for Effective Innovation GETTING IT RIGHT - Facts And Figures That Hurt A follow-up to our October 2006 issue on “wrap rage”, this is a call to action and a vision of how things could be in the not-so-distant future. - Timberland Walks The Walk The footwear company’s new environmentally friendly packaging shifts “sustainability” from corporate buzzword to consumer way of life. REINVIGORATING A BRAND ICON - The Kellogg’s Eggo Story - More Listerine, Please A redesign of Listerine’s club-store-sized bottle has delivered so well that consumers are using the mouthwash more frequently and, by extension, repurchasing more often. INNOVATING FOR LIFESTYLE TRENDS - Package Innovation Staying Power: How To Outlast Today’s Trends You want your product to look fresh and of the moment. But if you gear your packaging to a short-lived trend, you’re not likely to recoup the cost of development. We offer tips on how to outlast today’s trends and look at a few iconic packaging structures that have managed to do just that. MARKET-DRIVEN INNOVATIONS - Hormel Refreshes, Pepsi Restyles... INTERNATIONAL FARE - Why Is This Cow Laughing?, All-in-One Bottle/Glass Delivers Convenience... We’ve keyed in on new package introductions from the United Kingdom, Australia and Brazil. FOLLOWING UP - On Developing Trends EDITORIAL - The Next Big Thing Advertiser Index - Index |
