Best known for his award-winning cosmetic and luxury packaging, Marc Rosen brings more than 30 years of experience to today’s global marketing challenges.
A well-established leader in the fields of design, marketing, manufacturing and public relations, he enjoys nothing more than new creative challenges and sharing his expertise with his clients. His branding philosophies are the result of working with such famous beauty and fashion labels as Coty Beauty, Revlon Inc., Estée Lauder, Proctor and Gamble, Nina Ricci, Perry Ellis, Oscar de la Renta, Elizabeth Arden, Avon, Halston/ Borghese, Chloe, Karl Lagerfeld, Fendi, Bath & Body Works, Victoria’s Secret, Burberry. Prior to establishing MRA in 1989, Rosen was Vice President of Corporate Design and Communications for Elizabeth Arden Global. A seven-time FIFI Award Winner and Trustee and Professor at Pratt Institute Graduate School, Rosen has an Honorary Doctorate Degree and Scholarship in his name.
Cosmetic World caught up with Rosen at Luxe Pack Monaco. Here’s what he had to say:
CW: What were your impressions of the show?
MR: The annual Luxe Pack Show in Monaco has gotten bigger and better over the years to become the premier luxury cosmetics packaging show in the world. Being in Monte Carlo, surrounded by beautiful hotels, yachts, and glamorous people, I was primed to enjoy this fair of luxury packaging. This year’s show abounded with exciting new packaging presentations and manufacturing techniques that could make a marketer or designer’s head swim, offering many new suppliers along with the tried and true.
CW: Why has design become even more relevant to today’s consumers?
MR: Today, when making a purchase, design
has become the x-plus factor in choosing a product. Packaging provides the all important quotient in making this decision. The product within is given a showcase that belies its efficacy, quality and performance. Consumers know that they are buying design and embrace their need to identify with products that support their sense of taste, sophistication and worth. In the cosmetics and fragrance industry, we extol the personality of our brands with beautiful and compelling packaging to entice our clients. This year’s Luxe Pack Monaco Show was a goldmine of great ideas, innovation and inspiration. I can’t wait to put them into practice.
CW: What were you looking for at LuxePack this year?
MR: I was looking for packaging innovations in glass, metal, plastic and paper; new ways of decorating glass; and the newest fragrance, skincare and makeup products about to be launched on the market.
If design is the new currency, then the amazing offerings at Neenah’s booth should make you feel rich indeed. Having purchased Fibermark, their array of offerings in labels, unique textures of paperboard in limitless colors and patterns gives designers great tools to work with.
When it comes to perfumery glass there were many new designs from companies like SGD who produced Bulgari’s new Goldea bottle, Davidoff’s The Brilliant Game in a black textured column with gold stamping, and the tri-colored Body Shop fragrance collection made of their special 90 percent recycled Neo Glass. At Bormioli Luigi, I found Salvatore Ferragamo’s Emozione with its very chic cream and gold fittings. I was very amused by their execution of Ariana Grande’s faceted bottle with its white fuzzy atomizer. One of the most unique new fragrance presentations was for Marc Jacobs’ new fragrance with a bottle in the form of a green glass evening bag topped in faux lizard with a gold link chain shoulder strap. It’s beautiful flocked carton was by Multi Packaging Solutions.
When it comes to plastic, Aptar’s unique Grandiose mascara was so elegant with it’s signature flower encapsulated in a double Surlyn over molded cap. Speaking of caps, DB ‘s luminous label Vision Luminescent
caps come with a LED battery and light to the touch. At Faca, the Spanish supplier from Barcelona, I was impressed with their ice cube jar made of PMMA.
We are living in an ever changing world that has blurred class distinctions and fueled consumer needs to underscore their own identity with a personal style that defines them, design has become an important part of their DNA.