The Evolution of Natural as a Lifestyle Choice LPK Trends Director Valerie Jacobs explores the new meaning of “natural” and how it affects the beauty care and health and wellness categories in market.
		A ShelfImpact! exclusive by LPK Trends Director Valerie Jacobs delves into the idea of natural and how this growing trend speaks to the increasing number of consumers who prefer sustainable products from environmentally responsible companies. Being aware of and understanding the potential innovation platforms related to the idea of natural provides an excellent opportunity for beauty care and health and wellness brands to create sound consumer brand loyalty and gain a competitive advantage in the natural marketplace. From the publishers of Packaging World, Shelf Impact! is an online-only newsletter for packaging design and marketing professionals, offering insights into how leading-edge brands leverage packaging’s full potential.
		About Valerie Jacobs Valerie Jacobs, Director of Trend Analysis at LPK, is a seasoned design forecaster focusing on the development of trend analysis for LPK client brands. Ms. Jacobs strategic approach includes research, analysis and translation of trend data into actionable strategies as they relate to design, for consumer brand initiatives. In addition to her 15 years in the marketing communications and design fields, Ms. Jacobs has been an assistant professor at the University of Cincinnati, School of Design, Architecture, Art and Planning since 2001. In her coursework, she facilitates the learning of complex ideas in the areas of trend forecasting, branding and product development. Ms. Jacobs has a Masters of Design in fashion design and product development from the University of Cincinnati School of Design, Architecture, Art and Planning and holds a Bachelor of Science from Birmingham-Southern College, Birmingham, Alabama.
		About LPK LPK is an international design agency where remarkable people Build Leadership Brands. By integrating strategy, design and innovation, LPK leverages relevant consumer, shopper and market insights to create value, sustain leadership and transform businesses. The agency’s portfolio of category-leading brands and long-term client relationships attracts some of the best and brightest creative minds in the world. LPK’s combination of strategic skills, creative disciplines and cross-cultural perspectives results in brand-building innovation across media, geography and time. With a presence in North America, Europe and Asia, LPK is the world’s largest employee-owned brand design agency. LPK has developed and managed brand design franchises for some of the world’s most successful businesses, including Gillette, Pampers, Olay, 3M, Jim Beam, IBM, Hershey, Coleman, U.S. Bank, AT&T, Kellogg, Novartis, Samsung, PepsiCo, and Kraft Foods. LPK’s independent spirit champions a vibrant creative culture, recognized by The Wall Street Journal as a “Winning Workplace” and described by HOW Magazine as “one of the largest and most influential branding agencies on the planet.” Contact: www.lpk.com.