Packaging and the Brand Experience—New Frontiers Liz Grubow examines the effects of sustainability trends on beauty-care, skin-care and hair-care packaging.
		In an article for GCI’s December 2007 issue, Liz Grubow, vice president and group creative director of LPK Beauty, explores the issue of sustainability and environmental responsibility in beauty care, skin care and hair care. The heightened awareness of the effects of packaging on the environment have forced brands to look more closely at their package-development practices and how they present environmental attributes in the marketplace. Increasing sustainability and environmental awareness pursuits presents an opportunity for brands to connect with consumers on a different level by sharing their values to reduce waste and protect the environment. Meeting these environmental expectations while delivering elegance and sophistication in beauty care, skin care and hair care will change the landscape of the brand experience and the relationship that marketers have with their consumers. Global Cosmetic Industry (GCI) magazine is a business and marketing magazine for the cosmetics, fragrance and personal care industry.
		About Liz Grubow Liz Grubow is vice president, group creative director of the LPK Beauty Group. In her 20 years as design director, she has helped develop and manage brand identity programs for some of the world’s most successful beauty brands including Pantene, Olay, Max Factor International and Cover Girl. Involvement in these projects has afforded Ms. Grubow the opportunity to work in and travel frequently to Europe, Asia, and Latin America.
		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.