The United States famous packaging designer company set up cosmetics packaging design department

Recently, Marc Rosen Associates, a well-known packaging designer in the United States, has established a new department called MRA Studio and wants to make money to make niche cosmetics.

Simply put, what MRA Studio does is to provide packaging ideas for niche cosmetics brands, and to help contact Pochet and Qualipac, which is a flavor and fragrance company such as Givaudan and Firmenich upstream and Pochet and Qualipac downstream packaging.

"I am curious about the changes in the cosmetics industry. The rise of niche cosmetics is a new phenomenon in this industry." said Marc Rosen, president of Marc Rosen Associates. Marc Rosen founded Marc Rosen Associates in 1989. The packaging design focuses on cosmetics and perfumes that he is interested in. The perfume bottle design is his personal best. For 30 years, he has designed fragrances for perfume lines such as Coty, Revlon, Estée Lauder, Procter & Gamble, Nina Ricci, Perry Ellis, Oscar de la Renta, Elizabeth Arden, Avon, Chloe, Karl Lagerfeld, Fendi, Victoria's Secret and Burberry. Bottles and packaging.

In addition, Marc Rosen also opened a design course for perfume bottles at Pratt University, focusing on the packaging design of cosmetics and perfumes. In his class, students are generally asked to model a perfume bottle, a fragrance card, an outer box and a shopping bag.

Because of his deep qualifications in the field of perfume packaging design, he also funded the Pratt School of Art in New York, USA, established the Pratt Art of Packaging Award, and set up the Marc Rosen Scholarship Fund scholarship program. To date, more than 3.5 million U.S. dollars have been raised for students studying at Pratt, and more than 100 students have been funded.

Marc Rosen also designed fragrances for Avon while she was at Pratt. At that time, his professor gave him a project to design a perfume bottle. After the design was completed, the professor appreciated it and suggested that he bring the work to Avon.

"I really don't believe Avon bought my account. They used my design. At the time, I called myself and brought the bottle to them. They were very kind." Marc Rosen said. Finally, Avon bought the design of the perfume bottle for $3,000. Also let him buy a brand new VW Beetle car.

Marc Rosen's second perfume bottle design was for Revlon. Revlon's founder, Charles Revson, was still running the brand. Revlon made a very successful cream called Moon Drops and wanted to develop a line of the same name based on this product. Then, Revlon found Marc Rosen.

After these two fairly “successful” cases, Marc Rosen went to work at Avon, and later worked at Elizabeth Arden as president of product design and distribution. Ten years later, he founded Marc Rosen Associates.

Marc Rosen's favorite perfume bottle is a fan-like perfume bottle designed for Karl Lagerfeld's men's fragrance Lagerfeld. This design also won him the Fifi Award for the first Academy Awards of fragrance.

Karl Lagerfeld always likes to use the elements of fans in his fashion shows. For example, models show fashion accessories and fans are also used. In order to design, Marc Rosen visited Karl Lagerfeld's home. Karl Lagerfeld's family also has a collection of fans and he also expressed his interest in 18th century style.

Marc Rosen began studying the 18th century fan, novel "Gone with the Wind". Then he found that the fan was "an excellent flirtation thing." At that time, the woman hid her cheek behind the fan, between the one and the same, countless charming.

“I think this would be a great symbol for this fragrance. This is my inspiration for designing this fragrance. Karl Lagerfeld likes it too,” said Marc Rosen.

In general, when designing a package, the perfume manufacturer gives the name of the perfume line to Marc Rosen as well as the smell of the perfume, the perfume consumer that the product wants to target, and the competitors in the market. These will help Marc Rosen's design more ingenuity.

The next step is to draw a sketch. If the sketch can be imagined, it will be produced on the computer with more accurate graphics, and then displayed to the perfume manufacturer and adjusted. The average customer will eventually select two sketches, Marc Rosen will be based on this to make a model close to the physical, the customer will select a favorite model. Marc Rosen found the proofing of the glass manufacturer to ensure that the final product and the drawings required the same results. Finally, Marc Rosen will take into account Logo, the graphic design on the perfume bottle, whether to add the cartoon's packaging elements and colors.

Of course, cost is always the first thing to consider - how much perfume manufacturers are willing to spend for a perfume bottle. On this basis, consider the design of the bottle body and cap and whether it is compatible with cartoons. Of course, Marc Rosen will also consider some ergonomic issues, such as how this perfume bottle feels, whether this design is convenient for industrial production. These factors will affect the final design of perfume bottles.

“Sometimes after seeing the design of a perfume bottle, it will also regret it. Basically I would like to make adjustments to the design of the perfume bottle more based on production rather than design itself.” Marc Rosen said, “The Marketing Department will be responsible for After the design, they contacted the factory. Sometimes they made adjustments to save costs. I would be disappointed to see this kind of product coming out. But this doesn't happen very often."

Now, the establishment of MRA Studio is a new attempt by Marc Rosen. In this industry, suppliers at all levels are paying attention to the niche brands. In order to cooperate with niche brands and meet their small orders, packaging manufacturer Pochet recently reopened its semi-automated glass furnace production line to meet niche brand “small-batch” production.

“Now the emerging niche brands show that there are more and more educated consumers in the market,” said Marc Rosen.