Package Design - January/February 2016 - (Page 4)

FROM THE E D I T O R BY LIN DA CASE Y 11262 Cornell Park Dr. Cincinnati, OH 45242 Strength of Spirit I n this issue's Package Design Matters' interview, Vita Raykhman, co-founder and creative director at Amika, discusses leaving a blooming career as a designer and brand strategist to pursue a side project. Yes, the side project turned successful business is a common theme among founders' stories. What's special about Raykhman's story is the timing. She left at the top of an economic downturn to start a company in a market that continues to perplex other brands. In its report, "Beauty Devices-US-March 2015," research group Mintel reports that hair appliance sales are stagnant as replacement is the primary reason for beauty device purchases. Long purchase cycles and a move towards more natural-looking hair is also negatively impacting sales of hair appliances. The research group has reported this sluggishness in Amika's target market since 2009-the year that Raykhman moved to growing her business full time. Yet, the high-end hair-care appliance brand grew so quickly that it's now sold in 35 countries! Part of Amika's success can be directly attributed to Raykhman's bold approach to business and design that drove her to challenge the category cues for the hair appliance market and choose a visual brand identifier that was so unusual that it caused her package printer to question if it was even intentional. Read more about Raykhman's rebellious approach on pages 17 to 20. Boldness is also being rewarded within large corporations, such as L'Oreal. At this year's Package Design Matters Conference, Sam Cheow, chief product accelerator for L'Oreal, gave a presentation entitled, "Making Rebellion Legal." Cheow argued that secret agents-on film and off-have a penchant for rebelling, often with a cause, mixing cool and rogue into their own special brand of wow, and that designers and marketers need to adopt these characteristics. At L'Oreal, Cheow created the CMO Agency, an internal agency-like structure that specializes in disseminating key information across the brands, covering real time trends and innovation, providing expertise across the company's different métiers, incubating new business initiatives and innovations. The agency uses what Cheow describes as "a new type of agent in town-less secret, more strategic, but just as important and just as awesome." Cheow emphasized that enabling designers and marketers to become "agents" can help companies of all sizes accelerate timelines and deliver innovations that impact the businesses' bottom lines. Read more about the conference on pages 6 and 8. Boldness is also being demonstrated in how some brands are breaking into new categories with brand extensions. In "Branching Out" on pages 45 to 48, Package Design's associate editor Katie Gravely looks at how nationally recognized brands are making bold moves in new markets. Whether it's in an individual's career choices, a corporation's employee development strategy or in the evolution of a brand's promise, Package Design's editors saw boldness as a key characteristic for success. As we embark on a new year, the question we now must ask of ourselves, as an industry, how can we be bolder in 2016? 4 JANUARY/FEBRUARY 2016 EDITORIAL DEPARTMENT EDITOR-IN-CHIEF Linda Casey ART DIRECTOR Don Heyl ASSOCIATE EDITOR Katie Gravely PRODUCTION MANAGER Linda Volz PRODUCTION COORDINATOR Mark Kissling PUBLISHER Gerri Brownstein 973-731-1984 CORPORATE STAFF PRESIDENT Tedd Swormstedt SENIOR VP/GROUP PUBLISHER Murray Kasmenn PUBLISHING & BRAND SERVICES COORDINATOR Christine Lewis AUDIENCE DEVELOPMENT DIRECTOR Christine Baloga PACKAGE DESIGN SUBSCRIPTION SERVICES P.O. Box 1060 Skokie, IL 60076 P: (847) 763-4938 F: (847) 763-9030 REPRINTS / E-PRINTS / PLAQUES Matt Neiderer Content Sales Specialist 717-632-3535 Ext. 8265 WANT YOUR OWN COPY? Subscribe at Priority code: Issue STAY IN TOUCH WITH US BY: Email: LinkedIn: Package Design Magazine Facebook: PackagedesignMag Twitter: packagedesignmg (no "a" in "mg") PACKAGE DESIGN (ISSN 1554-6772) is published 9 times annually by ST Media Group International Inc., 11262 Cornell Park Dr., Cincinnati, OH 45242-1812. Telephone: (513) 421-2050, Fax: (513) 362-0317. No charge for subscriptions to qualified individuals. Annual rate for subscriptions to non-qualified individuals in the U.S.A.: $46 USD. Annual rate for subscriptions in Canada: $77 USD (includes GST & postage); all other countries: $101 (Int'l mail) payable in U.S. funds. Printed in the U.S.A. Copyright 2014, by ST Media Group International Inc. All rights reserved. The contents of this publication may not be reproduced in whole or in part without the consent of the publisher. The publisher is not responsible for product claims and representations. POSTMASTER: Send address changes to: Package Design, P.O. Box 1060, Skokie, IL 60076. Change of address: Send old address label along with new address to Package Design, P.O. Box 1060, Skokie, IL 60076. For single copies or back issues: contact Debbie Reed at (513) 263-9356 or Subscription Services:, Fax: (847) 763-9030, Phone: ( 8 4 7 ) 7 6 3 - 4 9 3 8 . N e w S u b s c r i p t i o n s : w w w.

Table of Contents for the Digital Edition of Package Design - January/February 2016

Package Design - January/February 2016
Table of Contents
Editor’s Letter
Front Panel
Defiant Designs
Fruits of Their Labor
Celebrating Design’s Best
Debate & Discuss Preview
Branching Out
Product Focus: Closures and Bottles
Index of Advertisers
Field Notes: Straight to Lovers’ Hearts

Package Design - January/February 2016