Being Different Pays Off
Happy New Year!
We’re excited to start off 2023 with an exclusive inside look at Pacifica Beauty, which was selected by our readers as this year’s “Beauty Company of the Year: Excellence in Packaging.”
Fueled by passion and “a rebellious entrepreneurial spirit,” Pacifica was founded in 1996 in Portland, Oregon, by Brook Harvey-Taylor and her husband Billy Taylor. The Indie brand was a pioneer in clean beauty, and is still pushing boundaries after 25 years, leading innovation in both vegan ingredients and sustainable packaging. Compassion for the planet, animals and humans remains at its core, from net zero initiatives to social change.
It takes a team to reach success at the level of Pacifica, and Brook Harvey-Taylor’s “partnership” with Jing Zhu, Pacifica’s SVP Supply & NPD, proves the point. We hope you enjoy their personal reveals about the brand’s approach to packaging and how it has helped them to stand out on shelf, online—and in consumers’ minds.
The importance of packaging in general continues to escalate. A recent exclusive article from NielsenIQ (see the full article at BeautyPackaging.com) shows that packaging is now more important than ever in capturing consumers’ attention and loyalty. This is especially true for Indie brands (like Pacifica, which is how Harvey-Taylor still defines it), who hold a unique point of view.
According to Kelsey Michel, VP Client Development, NielsenIQ Emerging Brands, “In the face of inflation and an impending recession, consumers are increasingly cautious with money. But that doesn’t mean they won’t buy or try new brands, products or innovative packaging solutions.”
Consumers are without a doubt becoming more partial to sustainable packaging. NielsenIQ also found that online searches for “plastic-free beauty products” grew 900% in 2021. “Consumers are clearly seeking out innovation in this area, and emerging brands have an opportunity to step up and deliver,” says Michel.
Refillables and Paper Pulp and Ocean Plastics have helped to drive innovation in the Beauty industry of late, with both Indie and global brands, and this month’s feature articles provide a closer look from both packaging suppliers and brands sides—and show how these solutions are making a difference in Beauty—and the planet.
We’re looking forward to another great year of helping you succeed in the marketplace, as Beauty Packaging enters its 28th year!
We hope you enjoy this issue,
