Opening Lines
Demand Global Innovation
If you can't compete in Japan, France, and New York City, you will be marginalized. So predicted Leonard Lauder, chairman of The Estée Lauder Companies, Inc., during his keynote address at HBA Global Expo in New York City last October.
To compete in what Lauder calls a world market, manufacturers need two things—packaging innovation and reliable global sources of packaging components and containers.
"You need true innovation—not package trickery," Lauder explained. He pointed to the invention of aerosol, roll-on mascara, and Revlon's click lipstick as examples. "Innovation is the currency of the future. Packaging techniques and the way you display your words will determine the winners and losers in the next 10 years."
A good example of innovation in today's market comes, not surprisingly, from Estée Lauder itself. On page 68, we explain the firm's new leakproof compact for loose powder. It holds the powder so neatly, consumers may mistake it for pressed powder.
The key to innovation often lies with packaging suppliers, Lauder explained during his address. This is certainly true for the loose-powder compact. Working in close concert with Estée Lauder, Lombardi Design & Manufacturing engineered a new way of putting a compact together so users could use loose powder without mess or waste.
But innovation isn't enough to reach Japan, France, New York City, and beyond. Suppliers must also be able to support a global launch, Lauder advised his listeners. "You can't have one source for packaging raw materials, or one factory," he said. "You need a supplier that can serve the world market."
As a child, Lauder recalled seeing the scarcity of packaging materials for the products that his mother, Estée, produced. Now, fifty-some-odd years later, hundreds of suppliers of bottles, jars, compacts, tubes, etc., serve the industry.
With so many suppliers, you can be just as discerning as Estée Lauder is when it comes to selecting your supplier partners. To be a global player—not a sideliner—don't hesitate to demand innovation and global support from your suppliers.
Daphne Allen
Group Editor