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
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?
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Table of Contents for the Digital Edition of Package Design - January/February 2016
Package Design - January/February 2016
Table of Contents
Fruits of Their Labor
Celebrating Design’s Best
Debate & Discuss Preview
Product Focus: Closures and Bottles
Index of Advertisers
Field Notes: Straight to Lovers’ Hearts
Package Design - January/February 2016