Since the rise of the metrosexual, everyone from multinational giants to kitchen table entrepreneurs have been quick to monetize the market. Pioneering new products and practices have overcome the traditional stigma associated with shopping for “beauty”
Trend and insight drivers are critically important, but something is missing from the ideation mix and that, in our view, is brand inspiration. A strong brand should not only help keep its current assets and heritage in line, but should also help inspire new futures.
At Echo we know that standout and recognition on shelf are no longer enough. In today’s competitive market, that initial clarity must be underpinned with more: a holistic packaging experience that is both valuable and compelling in use.