The make-up game has changed, says Sonia Cerato, Quadpack Make-Up Category Manager. The dynamic of 'fast fashion', where customers expect to see something new from their favorite brands on an almost weekly basis, has impacted the color cosmetics industry. Even for large companies, the lead time from product development to launch has gone from two years to less than three months.
Now, not only do brands have to supply ultra-quick responses to market trends, but they have to do so within the framework of the certifications and legislation that govern formulas. It's an enormous challenge and one that is logically affecting the packaging industry as well.