Sheri L. Koetting is the co-founder and chief strategist of MSLK, a marketing and design agency based in New York. MSLK specializes in helping beauty brands find their voice in today’s crowded marketplace through 360° brand positioning—from overall brand strategy to brand identity, packaging, retail experience, websites and social media campaigns. For more information, visit mslk.com/beauty-packaging or write to sheri@mslk.com.
The term “decoration” has long been used for the visual aspect of packaging. But MSLK has found that this arcane expression represents everything wrong with the old way of thinking—that design is merely a façade to spice up the package. If a brand views design as only the exterior of their packaging, they’re likely missing out on the deeper connection design has to a brand. Good design can inform the entire process of production—from the formulation, presentation at retail, through to the essence of the brand.
How does one create luxury? Many beauty brands use packaging to convey prestige and add value to their products. A comparison of leaders in the category reveals similar strategies for materials, shapes, color, typography and imagery.
