Packaging in the Fast Lane

Beauty and personal care brands know that the first product to capitalize on a new trend can reap the lion’s share of consumer attention and spending. To help accelerate ideas into reality, packaging suppliers are offering an ever-increasing selection of pre-coordinated stock packaging items, quickly customizable packaging options, and specially tailored service programs all designed to improve speed to market.

Indie and emerging brands are making expert use of social media to carve specialized impressions and create indelible consumer connections by using influencers, pop-ups and specialty events to announce product launches and market their products, comments Doug Rofheart, senior sales executive, JP Packaging LLC.

“While marketing is rapidly building momentum, it’s the old adage of strike while the iron is hot,” says Rofheart. “Where in the past we had 8-12 weeks to work with the brand, we are now seeing half the time from approved artwork or sooner to make things happen and hit critical dates for these launches, shows and events