When it comes to fragrances, cosmetics and skin care, all consumers today expect luxury packaging, according to Marc Rosen. Today, there is “masstige,” he says, which is a blending of mass merchandising and the prestige levels of retailing.
Springtime seems to be prime time for industry conferences and association meetings. Over the last few months I have been able to attend just a fraction of these events—but enough to get a feel for some of the hot topics facing consumer packaged goods companies and their packaging suppliers.
When it comes to packaging design, there are almost as many theories and stratagems as there are designers. However, when BRANDPACKAGING approached leaders at four agencies from across the country, we found that while there might be variations in wording, but their thoughts on design topics are quite similar.