Design Principles

Show Review: HBA Global Expo

Posted: August 22, 2011

Many budding business owners come to the HBA Global Expo with a complete concept for their personal care or beauty product, but none of the details to make it happen. On the show floor and in the conference sessions, they can find literally all the components, production, packaging, marketing, and branding advice they need to succeed.

The 2011 HBA show, held June 28-30 at the Javits Center in New York, again provided beauty innovators with the opportunity to hit the ground running. The conference programs in particular were well attended and well received, sparking lively conversations. Two marketing tracks covered a wide range of packaging and branding topics.

“The A-Z of Launching an Indie Brand” featured a handful of business owners who’ve done just that, and “Leveraging the Marketing Potential of Packaging” featured branding veterans from Dragon Rouge, Berard Associates, and IBC Shell Packaging. A common theme was that package design should be the center of all marketing strategies and drive all business development.

On the show floor, attendees could sample the wares of service providers while gaining intelligence about the beauty and personal care market. At the Americhem booth, visitors could request a plastic color-match chip for any color they came with, and the company would FedEx that chip the next day. At the large Mintel booth, several presentations every day highlighted over a dozen sustainable packaging solutions from around the world, also on display all day for hands-on inspection.

HBA once again hosted the popular HBA International Package Design Awards, which garnered more than 200 entries this year. The presentation ceremony announced 11 category winners, and cosmetics brand Stila took home the Grand Prize for its Color Wheel Palette, the favorite of the “Committee of 100” judges.

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