Global cosmetics packaging manufacturer Quadpack has expanded the reach of its Creative Hub to include the US.
Already established in Europe, the team includes market researchers, designers and engineers working together with innovation partners in diverse areas of specialisation.
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Pre-launch involvement allows brands to launch packaging innovations without the capex involved in bespoke solutions. Early feedback ensures that new concepts are aligned with audiences and brand equity.
Through themed roadshows and tailored presentations, the Creative Hub aims to show brands how new concepts can be adopted to help them deliver on their claims. The first US roadshow was held in May 2024 and focused on cosmeceuticals [cosmetics that claim to have medicinal properties].
Quadpack director of market development Pierre-Antoine Henry, who leads the Creative Hub, explained: “By engaging brands during the R&D (research and development) process, we are creating a community of Quadpack ‘influencers’, who have access to a constant flow of value-added innovations that bring a benefit to consumers. It’s our way of bringing competitive value to brands.”
Quadpack Americas vice-president Anthony Le Minoux added: “We are excited to share this capability with our key clients and help them stay ahead in the game. We encourage them to challenge us.”
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