According to Karen Grant, vice president, NPD Beauty-and a member of Beauty Packaging's Board of Advisors-early indications (at press time) are that 2010 may turn out to be a positive year or, at least better, less negative, than the prior one.
rant says,"Right now we're seeing a leveling of the market; in May, for the first time in almost two years, there was a positive trend."
In the new "flat is up" perspective, leveling off is a hopeful sign after the market ended 10% down in 2009.
Even with that end-of-year decline, though, Grant
says there was a positive performance recorded for the last holiday season.
What December 2010 will bring, of course, remains to be seen, but packaging designers and suppliers continue to push the limits, trying to ensure that the latest fragrance launches wind up on holiday gift lists.
acknowledges that packaging plays a key role in engaging consumers, giving them a reason to purchase.
For instance, she
points out that packaging "that's a little more overt has made a positive impact.
Scott Oshry, Maesa Studio's president of branding and design, concurs with Grant, saying, "Packaging is still the number one concern for marketability and a value proposition.