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Art Of Packaging Awards: Raising Packaging’s Profile

_{Marc Rosen}

Twenty years after Marc Rosen established his scholarship, the program continues to support up-and-coming package design talent thanks to the contributions of companies in the beauty and packaging industries. The Art of Packaging awards dinner has been instrumental in helping the fund to grow. So far, more than $1.5 million has been raised. Money aside, perhaps the award’s greatest achievement has been raising awareness that talent in the package design field must be cultivated.

“The Art of Packaging has become the most important industry event for promoting design,” says Lynne Greene, global president for Clinique. “Marc has created a great amount of awareness—solidifying packaging’s place as an art form.”

Rochelle Bloom, president of The Fragrance Foundation, credits Rosen with raising awareness about the importance of packaging to the industry. “Marc reminds us all, once a year, about all of the unsung heroes and talented designers out there, who are very rarely recognized,” she says.

Rosen himself says, “When I first named the award the Art of Packaging, I hoped to elevate the concept of package design in everyone’s mind. To me, packaging is an often overlooked art form. I wanted to convey the fact that a designer sees a package as a form of expression.”

History Behind the Award

In 1989, Pratt Institute celebrated its 100th anniversary. That year, the Institute announced that an annual merit-based scholarship would be given to select Pratt students.

“We needed this program,” says Thomas Schutte, president of Pratt Institute. “As a private institution, tuition is expensive. More than 80% of our students are on scholarship. Being able to award more students with scholarships is a way to ensure that we continue to recruit the most-talented design students in the country to study here.”

Rosen, a successful working package designer who was a graduate of Pratt’s masters program and also a teacher for the program, partnered with Pratt to create the scholarship fund. He organized a small annual cocktail party and recruited the support of his colleagues in the industry.

“The first event was held at the famous auction house, Christy’s,” says Rosen. Another year, Rosemarie Bravo, then president of Saks Fifth Avenue, volunteered to host the party at the retail store.

Selling tickets to the fund-raiser was extremely difficult in the beginning. “Companies spent a lot of money on packaging, but no one ever saw package design as an essential element in the marketing mix. So at first, people thought, ‘Why?’” Rosen says.

Even the essential-oil houses, which Rosen considered his closest friends and colleagues in the industry, had to initially be convinced to support the fund and attend the event. “They would say, ‘But this isn’t an event about fragrance.’ I just explained that if it weren’t for designers, they’d be putting their perfume in a paper bag,” says Rosen.

He continues, “In those days, $100 a person was inconceivable. [Nevertheless], we managed to raise $50,000 for the scholarship the first year.”

Despite initial difficulty garnering interest, each year the party grew, along with the amount of money for the fund. In 1996, when Luxe Pack became a sponsor, Rosen knew the event needed a theme to entice all of the major beauty companies to attend. He began the tradition of choosing a different beauty company each year to honor with the Art of Packaging award. “At the end of the day, we needed to sell tables, and companies weren’t going to come just for me or for the students,” says Rosen.

In 1997, Avon became the first Art of Packaging winner. “They have such a heritage and history as the oldest cosmetics company in America. Because Pratt is the oldest design school, it was a perfect choice,” says Rosen. That year, the party was moved to the University Club and more closely resembled the elegant affair it is today.

“I’ve watched this event grow every year for the past 15 years, and I’m in awe of how it has blossomed. Marc certainly knows how to bring all of the leaders of the industry together,” says Schutte.

Designers: The Next Generation

To Rosen, getting the industry to recognize the next generation of package designers is crucial. He says that many think that package designers “just ‘fall into’ the career path after starting out in advertising or graphic design,” without considering that talent must be nurtured.

At the end of each semester, Rosen asks his students to present their final design concepts. A few of the bottles from Rosen’s fall 2008 class are pictured on page 26. Rochelle Bloom attended the presentation.

“I wanted to see exactly what these kids were coming up with, and I was just blown away. Honestly, many of their ideas could be marketed. The designs were thoughtful, creative, and clearly told a story,” says Bloom.

George Utley of Utley’s Inc. donates his time to build the Lucite models of the students’ designs, providing students with the experience of working with a supplier. “These design concepts started out as colorless lumps of clay. It’s always exciting to see the thought process that goes into each one, and it’s rewarding to work with the students. I feel like I’m taking their dreams and thoughts and turning them into something tangible,” says Utley.

Eastman Chemical Co., a major supplier of polymers and chemical ingredients, donates materials to Rosen’s class for student design projects. “Providing students with hands-on experience working with plastics is a big step toward ensuring their success as professional designers,” says Gaylon White of the Design Industry Programs for Eastman Chemical.

When students presented their work last December, Rosen says that he was proud. “Looking around the room, all these bottles look like little sculptures. It’s a 20th-century art form. This is what the art of packaging is all about,” he says.

Industry Support

Lynne Greene, Clinique’s global president, says that she is impressed with Rosen’s long-term commitment to teaching and fund-raising. “Marc has been so dedicated to giving young design students a chance to realize their dreams in this highly competitive field.”

Henry Renella, senior vice president global package development, The Estée Lauder Companies, says, “We attend the Art of Packaging dinner every year. It’s a great way to support and promote the future of our industry.”

Peter Acerra, president and CEO of packaging supplier SGD North America, also places a high value on education and feels that the industry needs to continue to do its part to help. “It is so important to groom the package designers of the future and ensure the continuation of talent so that the legacy of this industry will continue.”

Dave Lyon, vice president of brand design at Bath & Body Works, feels it’s extremely important to help support the future stars of design. “Pratt does a superb job of educating and preparing artists and professionals with the knowledge, skills, and technical expertise they need to succeed in a career in package design.”

“The cosmetic and personal care industry is constantly changing to meet consumers’ needs,” adds Carol Denison, principal design manager, P&G Beauty & Grooming. “To keep up with these demands, we need creative professionals with innovative ideas.”

Nathalie Grosdidier, executive director, Luxe Pack, says that the organization has been thrilled to be a part of raising money for students for the past 10 years. “Creativity is so important in this industry. Supporting Pratt Institute is helping to ensure that there will be more creativity in the future.”

Guillaume de Lesquen, president, worldwide, Ralph Lauren Fragrances, says that helping students will one day work to the industry’s advantage. “It’s so important to support and cultivate talent that will nurture the evolution of design because this will lead to new and innovative approaches in fragrance packaging.”

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