Strategy

A distinctive structure, foremost, signals innovation to consumers—more so when coupled with stellar graphics. And innovation in materials and production is gaining steam.

For consumer packaged goods companies, the logic of package thinking and assets being extended to online retailing is a no-brainer.

Jill Tomandl, vice president of global product/package development and package design, discusses the approach behind Glendale, CA-based Stila Cosmetics' fun and quirky packaging, sustainability, and how vendors have helped reduce time to shelf.

Some packages coming on the market boast innovative structures and bold graphic treatments that give brands the upper hand by helping to redefine a category.