Introduction:: What is Beauty?

The major categories of the beauty industry are color cosmetics, skincare, haircare, and fragrance. Expanding personal care is becoming much more important. The men’s space is booming, and wellness is having an enormous impact on beauty. The future of beauty is bright. During the pandemic, beauty expanded into self-care and wellness. There’s a continual blurring of lines between products. For example, we call it the “skinification” of hair, the “skinification” of makeup, the “skinification” of the body. Products are getting better all the time. They not only make consumers look better, but they also make them feel better. That will continue to be an important trend. The future of beauty has a lot to do with health and wellness, and inner and outer beauty. When you look good, you feel good. When the planet is healthy, people are healthy. Beauty is a part of it and helps to drive that conversation. This will continue as we all celebrate the new normal, and the individuality and self-expression we cherish. Beauty is a key voice. It enables people to express how they feel and serves as a visible manifestation of personal values. As beauty is evolving, it’s exciting to see how the industry is not only keeping up but it’s also leading the way for changes that are happening at a socio-cultural level.

Leadership Mindset: Mindset of a Leader

The first thing to say about the mindset of a leader is there needs to be vision. A leader needs to be looking forward. There’s one professor who talks about seeing around corners- having the ability to see what’s coming and predict that. The other part of the mindset is comfort with ambiguity and comfort with uncertainty. Some people call it agility. What I’ve heard agility defined as is ‘Knowing what to do when you don’t know what to do.’ I think that’s really important for anybody who’s leading these kinds of efforts. It’s that spark of creativity and the ability to see themselves as an innovator, and to really motivate the team as well. To draw out the best and create the right kind of environment for their team. There needs to be that element of empathy, first of all. To understand other people aren’t walking in their shoes and to understand what they’re going through. Leadership today isn’t about command and control. It’s about coaching and coaching people to bring them along. As a leader, you’re not so much concerned about your own creativity. It’s about drawing the creativity out of other people. It’s about setting the right kind of conditions that are going to allow people to be creative. A concept that’s being talked about quite a bit today is the element of psychological safety. You’re going hear that term quite a bit. You’ll probably hear about it more in the future, but it is about leaders who create the right environment, the right conditions, and the right climate where people feel comfortable to bring their ideas forward. They can go to their boss or they their leader, look them in the eye, and tell them the truth without fear of reprisal.

Professional Methodology: The Design Process

The design process comprises many phases. It is not simply picking out a typeface and putting it on a package. It starts with phase one: take that marketing brief and turn it into a design brief. Start developing the strategy for the design of the packaging. You might have strategy experts working on this, or people who are great at developing logos, working on illustrations, photography, symbols, graphics, or characters. All of those skills come into play during this process, and the design gets refined in each phase. In phase four, once the client approves the design, it goes into the production phase. A beauty business production professional works on this—someone who is detail-oriented has exceptional computer skills and can work in Illustrator to create a file for production. They should understand the parameters for the project, what materials they may work with, what the printing color limitations are, and the manufacturing challenges. Once it’s ready, it goes into production. The package design often leads the way for other aspects of brand activation. Package design on social media is a beauty business trend now. Look at the entire design process to see how the packaging reflects on social media. Sustainability is another aspect of how the package design works in the environment. Consider it in each phase. There are lots of creative professionals who work in the beauty business in all aspects of each phase. It’s important to understand there is a clear method for package design.

Social Media: Never Stop Creating

Marketing has changed a lot in the last couple of years and the future of marketing is going to get even more defined as the years go on. Traditionally, marketing focused on identifying your target demographic and figuring out how to reach the people in the demographic. With the advent of social media, the number of customers that you can reach as a business has increased tremendously, So, how can you approach marketing on social media? The most common methods are through paid sponsorship campaigns, where you pay to have a certain group of people targeted through your sponsored advertisements, and through posting organic and original content. The latter of by the far the most authentic This is commonly referred to as digital marketing and it’s much more popular than traditional marketing nowadays. To start a business, you’re more likely to use Instagram and Facebook than post an ad in Vogue. To be taken seriously nowadays, your brand needs to have thousands of followers. Ideally, around 30,000. To grow your audience to this number, it’s the same method as if you’re trying to grow your personal account. You need to post on a daily basis and your content needs to be relevant to your industry. This applies to both Instagram and Facebook. A great way to begin is planning out the images you’re going to post for the next two weeks. This way, you can plan your feed and visualize how it’s going to look. One-third of your posts should be functional arguments, where you describe your products to your customers. The other two-thirds of your posts should be emotional and editorial. Divide your content into these two categories so you can plan an even spread of functional and emotional content across your channels. This way, your feed looks visually appealing to your audience and catches their attention.

The Cosmetics Industry: A Look Inside the Cosmetics Industry

The beauty industry and beauty brands continue to grow at a rapid pace and so do the companies that support the beauty business, such as contract manufacturers. Beauty is a growth industry and it’s increasing at a rapid pace. What is driving this growth? The key factors are: * The new efficient distribution channel of the internet * Convenience and democratization of brands * Selfies * The need to create and be an individual * The demand for natural and environmentally-friendly cosmetic products * Customization and new technologies. The industry is led by brands, whether large multinationals or smaller indie brands. However, there is an entire network behind the scenes that supports these brands. These companies are the manufacturers of the products, the packaging makers, the ingredients suppliers, or the machinery engineers. They are highly specialized experts. Companies called “contract manufacturers” take care of all the details so that the brands can focus on their customers. These manufacturers can specialize in a specific field, such as pencils, or offer a full array of color cosmetics, skincare, and hair care. The expertise is supported by chemists, engineers, operations, and product developers that work collaboratively on making products that deliver to the needs of the brands. So now that we understand contract manufacturing, what is the difference between that and private labels? I like to use the analogy of couture and ready-to-wear in fashion. The couture is a contract manufacturing, one of a kind, specialized for you. The ready-to-wear is private label, ready, available, in these shades, finishes, ready to be delivered to you. Private label allows a new brand to start without a large minimum requirement of manufacturing, packaging, and testing costs. Formulas have already been tested, scaled up, and proven. This also allows for speed to market, where a three to six-month test for a new formula would be required. A private label formula already comes with all the testing and documentation needed. We’ve reviewed contract manufacturing and private labels. There are many careers available in these two categories for anyone interested in anything beauty.

The Cosmetics Industry: Manufacturing Process

Are you curious about the manufacturing process of the cosmetics industry? Cosmetics are the marriage between art and science and are made from a wide array of ingredients and processes. The cosmetic development process begins with an idea, whether it is something new or an improvement on a current product. Ideas could come from brainstorming sessions, or they could be brought on by market or customer requests. A brief is then created for the labs to begin the work. The brief outlines all the parameters needed to make the product successful. These include the product claims, texture, payoff, packaging, price, whether it is vegan, and if it will be dermatologist tested. As many details as possible are included in the brief so that the chemist knows from the beginning what the criteria is. Once the formula is developed, the product developers start testing for efficacy. This preliminary testing is meant to give feedback to the chemists so they can perfect the product. Once the product has met the criteria, a more in-depth testing occurs of the formula. The packaging is also tested against heat and cold extremes. If all tests are passed, the product then requires a scale-up. A scale-up is the process of taking the product from the lab, to manufacturing, and finally to the shelf. This part is critical in the cosmetic development process. If the scale-up is not successful, then you must head back to the drawing board. The scale-up starts with a pilot, which is a smaller quantity being made. This is normally a good learning experience for all. Observations are made by chemists, engineers, operations, and product development. Once the pilot is successful, a full-scale production is run. After the pilot, product development works on more testing, whether it is with consumers, clinical labs, and other safety testing.

The Cosmetics Industry: Product Forms in Cosmetics

There are numerous product categories. They are skincare, haircare, fragrance, personal care, and color cosmetics. Color cosmetics include foundations, lipsticks, and eye shadows. Over-the-counter (OTC) also falls under this category. OTC refers to products purchased without a prescription from a doctor. For example, skin tint with SPF. As you can see, the product forms for color cosmetics are rather general. But, there are classifications inside each subcategory. Eye shadow, for example, can be further divided into creams, powders, and hybrids, such as demi press, slurry, and amorphous textures. A baked powder is a product that undergoes a particular high-temperature curing or baking process to provide a product that is both wearable and weightless on the skin. A slurry powder is an example of a powder subcategory. This technique converts powder into a mud-like consistency. It also produces a dry powder that’s ultra creamy and smooth. The industry is moving toward hybrids due to our need for innovation and multi-use products. A hybrid combines qualities from two or more groups. A moisturizer with color and SPF, such as a BB cream, is an example. Another example is a pearl-infused primer that contains a skin-brightening cream. The distinctions between skincare and cosmetics are becoming increasingly blurred. Transformative textures for tactile and visual senses, such as powder to lotion, cream to water, oil to lotion, cream to oil, foam to liquid, or new color forms, such as color shifting, transforming, and encapsulating, are becoming essential. Swirl technology combines a variety of uses and colors into a single composition. It isn’t only visually appealing in lip gloss, lips, creams, hybrids, foundations, tints, skin creams, and primers. Special effects are especially significant since they provide various benefits while also satisfying a craving for beauty. These ingredients provide a new texture or advantage that you can add to these formulas. Infusing a skin tint with extra moisturizers for quick hydration, SPF in a lipstick, and highlighters in a concealer are just a few examples.

The Fragrance Industry: Introduction to the Industry

We fragrance everything from perfume to bath and body products, cleaning products, household products, and home fragrances. We may not realize it, but all products have a base odor. Fragrance is then used to either mask or neutralize a scent, or to add something new to the product. The addition of fragrance is used to enhance the experience of consumers and meet their needs or demands. Specific fragrances can target specific consumers. It’s often cultural and demographic tastes that dictate what we gravitate towards. We tend to look towards what we’re familiar with. The generations also provide different tastes and influences. Socio and economic factors can change the trends in architecture and colors. Fragrances really mirror those trends. For example, younger generations prefer fruity fragrances, while older generations may have grown up with floral, green, powder, or heavier scents. Another example is that American cleaning products are fragranced with pine and citrus notes, while Latin American cleaning products are fragranced with lavender. Baby products in the US use powdery notes, while in Europe orange flower and citrus notes are used for baby products. We’re also drawn to fragrances that make us feel positive emotions like feeling special, powerful, confident, sexy, successful, clean, energized, or relaxed. Sometimes we select a fragrance based on the mood that we’re in or the experience that we’re going to have for the day. Citrus notes, for example, are energizing notes and make us feel fresh and clean. Heady floral fragrances in ambers and woods can make us feel sexy or feminine. And in the workplace, we might want to choose a fragrance that is not too intrusive or distracting but makes us feel confident. In a competitive environment, fragrance can really make or break the viability and success of any given product. If you don’t like the way something smells, it will be hard to purchase it for the second time. Fragrance is the key.

The Marketing Environment: The Marketing Mix

We understand a lot more about marketing than we used to. An important part of the marketing process is identifying and analyzing your target customer. After this point, the marketing process involves creating your first product and deciding on a price. Once you’ve set your price, you need to find ways to distribute it and promote it. Marketing professionals use a tool called the marketing mix to help build their businesses and organize products. The marketing mix is sometimes referred to as the ‘Four P Model’. But what are the ‘four P’s? The first P is product. What kind of product is your target customer going to be interested in? For example, if you own a fragrance brand, consider the different aromas that people enjoy in each area of your target demographic. Different fragrances will be popular in different countries and even within the different regions of each country. The important thing is to understand your customer and develop a product that’s going to appeal to them. The second P is price. It’s not only important to have a product that is going to appeal to your target customer, but you have to have a product that your target customer can afford. Make sure the price matches the product. Take a look at what kind of products are sold by other companies and compare them to your product. You can use this comparison to determine your price. Set your price so that it is accessible to your customers but will also provide you with a profit so you can grow a successful business. The third P is called place or placement. You might also hear marketers call this distribution. This involves finding a place to sell your product, whether that’s in a brick-and-mortar store or online. The final P is promotion. This involves communication and advertising to let your customers know about your product.

The Packaging Design Profession: The Packaging Designers

In the beauty industry, packaging designers often work for beauty companies alongside a team of professionals from marketing, design, engineering, research and development, materials, suppliers, manufacturers, and production professionals. Packaging designers make a product ready for sale, says Candace Allenson, a professor at the Fashion Institute of Technology (FIT). Where do packaging designers work? This question comes up frequently, not only where they work in terms of the kind of companies they work with but also their actual workspace. Online beauty education students are curious where designers work and what a packaging design agency looks like and where they are headquartered, says Marianne Klimchuk, a design professor at FIT. In this digital world, there are design agencies around the globe and packaging designers can work from anywhere. A designer may work for a small firm and a large brand or for a large agency on a small brand, such as Glossier. It’s important to know there are hundreds of agencies around the world that just work on packaging design. They are not graphic design firms or advertising agencies. In the beauty sector, there are packaging design agencies that only work in the beauty category. The design team or designer often works in a creative environment. A space filled with visual stimulation, desktop computers, and lots of physical resources at their fingertips, from packaging samples, design tools, sources of visual inspiration, and, ideally, a collaborative environment. Some designers work at home as a freelance independent designer or a work from home agreement. Whatever the work situation, the physical environment in which a package designer works may resemble that of an architect or graphic designer. The space in which creativity happens should be engaging, inspiring, and a place for collaboration. That’s ideally how stellar packaging design comes together, especially in the beauty business.