BRAND STRATEGIES

THINK DESIGNER DESIGNER

LIKE A DESIGNER Applying design thinking can ensure that brands remain
cohesive, from packaging line organization to retail.

| BY SHERI L. KOETTING, MSLK

“D
ecoration” has been a ingredient, a superfood, was poised to be
longstanding industry term for the next hot thing in its category, and a
the visual aspect of packaging. main differentiator from competitors. The
Unfortunately, this arcane term research clearly indicated the advantages
represents everything wrong of a single ingredient story to retailers,
with the old way of thinking—that design consumers, and public relations.
is merely a façade to “gussy things up.” However, the client didn’t realize the
∑ Design thinking can be applied to
If a brand views design merely as the value of this ingredient, and had even
all of a brand’s business objectives, exterior of its packaging, they’re missing planned a line extension without this
from packaging to formulation to line out. Design goes deeper, and is integral component. Once seen in this light, the
organization and beyond. in helping brands achieve business brand agreed to feature this material as the
objectives. Design can inform product backbone of its story. Upcoming launches
∑ This requires creative teams to be organization, retail appearance, and even would be formulated to ensure that all
closely aligned with R&D, product the product itself. products would contain this superfood.
development and other critical groups. Meanwhile, our creative team reworked
Telling an Ingredient Story the product name and logo to reference the
∑ Successful application of this thinking Design thinking was recently put to key ingredient story. The result is a stronger,
can achieve brand cohesion and use when our research team discovered consistent brand story that resonates with
consumer delignt. that the point of difference for a new consumers at every touch point, creating an
brand was its key ingredient story. This overall designed experience.

@GCI_Magazine facebook.com/gcimagazine Global Cosmetic Industry (GCI)

44 Brand Strategies Reproduction in English or any other language of all or part of this article is strictly prohibited. © 2016 Allured Business Media. GCI October 2016 w

GCI1610_Koetting_fcx.indd 44 9/21/16 11:10 AM

 Brand Architecture Matters a matter of bringing in a new ingredient,
Many times, fledgling brands have a or differentiating the offering based on
great idea for one, two or even three main concentration levels.
products comprising their entire line. Whatever the case, you must think like a
However, experience shows us that retail designer and take a hard look at where new
buyers want more breadth and options products fall into the larger picture of your
from the brands they carry. offerings. This may even mean creating
Brand architecture and planning,* sets and POP displays that position a new
which employs design thinking, can product into a new category.
help you anticipate how products will
be added and presented in the future. A It’s About the Consumer,
brand’s breadth of offerings should be well Not You
thought-out—in other words, designed. Great design from a consumer’s
As a design firm we are often asked perspective should translate to a lucid,
to help brands consider how to best seamless experience. Ultimately, it
position and present their products from should bring joy. To do so, brands must
the retail standpoint of overall category, remain flexible and anticipate their
department and merchandising. During audience’s needs.
a recent branding audit for a prominent When a brand finds success with one
skin care brand, we helped uncover the hero product, there must always be a
reason why, at retail, their body wash had complimentary product, or “next step”
not been performing as well as their other product, to anticipate a consumer’s
skin care offerings. reaction of, “I love it! What is next?”

Too often there is a disconnect

between the brand’s promise and
the reality of the user experience.

While this SKU was well-represented Occasionally, you might need to shift
online, it was only upon our store formulations or product assortment to
visits that the problem became clear. make regimens clearer. This subtle shift in
This single SKU was separated from mindset is part of a mantra we help instill
the other products in their line. As a in all our clients: “It’s never about you, it’s
result, it was trying to compete against always about them.”
robust offerings from other brands. The The overall design of a line’s brand
consumer perception was that the brand architecture has everything to do with the
was a dabbler, rather than a leader in that way you intend the user to shop the line.
category. The lesson was that more body A few of the more common ways are: by
wash SKUs were needed to increase the key ingredient, by step in the regimen, by
presence at retail. skin or hair type, by efficacy level (basic
When it comes to the number of vs. pro) or by user benefit. Wise brands
products a brand should offer, there choose one main approach and stick with
is no pat answer. As a guide, too few it throughout their entire line, as opposed
SKUs means there are not enough to reinventing a new system each time,
choices, whereas too many SKUs can which only leads to consumer confusion.
overwhelm. Sometimes it’s only a matter
of reformulating the scent. Other times it’s Packaging and Product
Experience
*Read “4 Ways to Organize Your Brand around
the User Experience” at www.gcimagazine.com/ For beauty brands, packaging must
business/marketing convey the entire product experience

www.GCImagazine.com Brand Strategies  45

GCI1610_Koetting_fcx.indd 45 9/21/16 11:10 AM

 BRAND STRATEGIES

from the outside in. If your formulation

is designed to be the most efficacious on
the market, your packaging must use all
the tools available to convey this: color,
images, materials, words, etc.
Even the selection of the packaging
components can add to the user’s experience
of how well-designed the product is overall.
If you are trying to convey a sense of
convenience, the packaging components
should be easy to use.
Too often there is a disconnect between
the brand’s promise and the reality of
the user experience. It is almost as if the
people making the product have never
spoken to the people designing the
package. Formulation, brand architecture
(i.e., the line’s overall organization), and
packaging must work together to deliver
on the brand promise.
Sometimes, formulations need to change
in order to help a brand have a unified look Design thinking will result in a brand that beckons shoppers from afar with packaging that communicates clearly.
across the whole line. Outlier products and
formulations can be challenging, as brands
seek to build a cohesive look. design would be a brand’s top priority. Then from their product line. At home, they
For example, a cream may need to be why are there so few cohesive brands? will find that the experience of the item
made to a thinner consistency in order to Most companies are likely too caught delivered the promise of the packaging.
flow properly out of the same pump you’ve up in the scramble to innovate, rushing The consumer will then become a fan, and
already sourced for another product. That the design process and not realizing their actively seek out the brand, which would
way, consumers can have a more unified full potential. Fear of losing control to the be easily recognizable by its packaging.
experience with all your offerings. In creative team may also be a factor. They
addition, you are able to keep costs down are often seen as prone to wasting time
Keep This in Mind
and avoid the sourcing nightmare of and money on costly dreams.
Too often, companies are developing If you and your team are still
unique cases for each product. questioning the greater value of design
More commonly, design reinforces the brands with a manufacturing-centered
mindset. They’re in the business of and design thinking, consider this: One
brand story in ways that words cannot. For hundred percent of your customers will
example, color-coded caps can be useful making things, and introduce new
products with rapid succession without see your packaging. They may never see
for educating consumers about regimens, your advertising or visit your website.
ingredients, strength, etc. A gold-lined much consideration for the consumer’s
needs. Marketing departments must then But they will see your packaging, which
cap can often convey a pro-level in a more should be the distillation of your entire
effective way than words. Perhaps a brand create stories around the products, and
the “decoration” is applied. The result is brand story and experience.
is all about giving the consumer choices Every investment you’ve made in your
and control, and a “dial your own strength” a number of similar products with no
clear differentiation from the consumer’s brand to date is riding on the magical
cap or pump could further convey this, moment your customer encounters your
reinforcing the marketing concept. perspective.
Many design teams now have clear packaging for the first time. How can you
For natural brands, the selection of afford not to invest in great thinking and
recycled and recyclable components strategic processes to help focus creative
exploration in a holistic manner. The design?
is essential in achieving a consistent
brand promise. Discordant components, creative team must be given access to
especially from a materials standpoint, can all key decision makers and influencers.
SHERI L. KOETTING is the
leave a bad taste with consumers if they are This allows them to ask crucial questions co-founder and chief strategist of MSLK,
not in line with the rest of the brand’s ethos. and innovate with experts from all a branding agency based in New York.
arenas—R&D, product development, MSLK specializes in helping beauty
manufacturing, sales, etc. brands find their voice in today’s
Instilling Holistic Design crowded marketplace through 360°
The result will be a brand that beckons
Thinking shoppers from afar with packaging that
brand positioning—from overall brand strategy to brand
identity, packaging, retail experience, websites and social
With all the advantages we’ve seen, it communicates clearly. Consumers will media campaigns. Contact: [email protected] or visit
would seem that taking a holistic view of become interested in other offerings http://mslk.com/beauty-packaging/

46  Brand Strategies    GCI October 2016

GCI1610_Koetting_fcx.indd 46 9/21/16 11:10 AM

Copyright of Global Cosmetic Industry is the property of Allured Publishing Corporation and
its content may not be copied or emailed to multiple sites or posted to a listserv without the
copyright holder's express written permission. However, users may print, download, or email
articles for individual use.