August 30, 2017
Posted By: Ryan

MSLK’s Sheri Koetting was asked by Brand Packaging to discuss luxury packaging trends and the available opportunities to break those traditional models. Many beauty brands use packaging as a means of expressing the prestige and value of their products. Notable visual and material cues have grown to be synonymous with luxury. But though the luxury beauty industry typically maintains the entrenched tenets of packaging design, innovative brands are beginning to redefine luxury to stand out in the crowded market, ultimately charting a path for new trends and redefining luxury packaging design. 

To learn more about trends in luxury beauty packaging and to explore white space possibilities for your brand, read the full article on the Brand Packaging Magazine website

August 1, 2017
Posted By: Ryan

GCI Magazine asked MSLK’s Sheri Koetting to discuss the importance of understanding the core tenets of luxury design. Brands must be cognizant of traditional tropes in luxury branding to properly cater to their customer’s expectations. The seamless and effervescent packaging designs that are exemplary of luxury beauty convey an effortless, sophisticated cool. By first understanding luxury’s tried and true industry canon, your brand will be armed with the foundation to break established practice and explore new opportunities in luxury design with a competitive edge. Read the full article on the GCI website.

July 6, 2017
Posted By: Ryan

MSLK’s Sheri Koetting was asked to examine digital marketing optimization for GCI Magazine’s June issue. Successful beauty brands are in constant dialogue with their followers, new and current alike. Robust digital ecosystems turn strangers into followers, followers into customers, and customers into repeat customers. The development of a fluid ecosystem that connects social media platforms, blogs, and emailers allows for the exchange of fun and valuable content while leading to sales. Catch the full article on the GCI Magazine website.

June 28, 2017
Posted By: Ryan

Cosmoprof North America 2017 asked MSLK to share our perspective on the importance of packaging in online shopping. We’ve discovered that brands must consider the digital lens through which consumers are viewing products. Savvy packaging design always begins with understanding the consumers’ needs and behaviors, regardless of the distribution channel.

Read the full article on the Cosmoprof North America Newsflash website.

October 25, 2016
Posted By: MSLK

GCI magazine invited MSLK’s Sheri L Koetting to write about how design should be infused into all parts of the brand development process. Savvy, intelligent brands are starting to realize that having designers present in early product development meetings will poise them for success. Involving design early allows brand architecture, product organization, and core messaging to be considered up front so these aspects can be cohesive across all major touch-points, from the packaging to the retail and digital experiences. The full article is available on the GCI website.

July 20, 2016
Posted By: Ryan


For their summer consumer-focused issue, GCI magazine invited MSLK’s chief strategist, Sheri L Koetting, to write about how the consumer influences our brand-building process. For us, everything comes back to the brand’s core audience. A keen understanding of their demographics and behavior streamlines branding efforts, allowing teams to make objective decisions about design, messaging, and the proper channels to reach them. Most importantly, understanding your audience ensures that budgets are focused and allocated in exactly the right places. The full article is available on the GCI Website.

February 24, 2016
Posted By: Marc


Brands want their customers to be able to choose products that are right for them, and keep them coming back for more. Smart brands do so by basing their experience around the user’s experience. Sheri Koetting was invited by GCI Magazine in the January 2016 issue to share some of the ways brands can best optimize their products to already-existing norms within user experiences.

Read more

January 29, 2016
Posted By: Marc

Screen Shot 2016-01-29 at 2.28.17 PM

Recently, our Strategy Director, Sheri Koetting, was asked by Packaging Digest about ways in which brands can effectively communicate their stories. Read all about it here:

Sheri will be moderating two conference sessions during WestPack 2016, Feb. 9-11, in Anaheim, CA, including a panel on Using Packaging to Tell the Right Brand Story on Wednesday, Feb. 10, from 3:15PM – 4:00PM. Planning to attend? Use the discount code ‘DSCSPK’ to get 10% off your registration.


January 5, 2016
Posted By: Marc

We’re looking forward to a new year filled with fun, beauty, and creativity — one spent exploring new styles, new materials, and new forms of communication. Whatever you fancy, here’s to great things in 2016!

For more cheer, check out for a collection of fun, animated GIFs to share on social media.

December 3, 2015
Posted By: Marc

Sharing is cool. It makes people happy. You know what else is cool? GIFs!— the fun, animated images that’ve been making people’s screens happy since 1987. GIFs have since been one of the fastest ways for mirth (and memes) to be shared.

MSLK wanted to join in on the fun. So we created a fun series of beauty-themed GIFs meant to be shared by all on their social media networks. Now that Facebook and Twitter allow animated GIFs in their news feeds, you can  be the most interesting person on social media.

Check out where we’ll uploading a new GIF every day through December 25th. When sharing, please be sure to use the hashtag #gifgiving. 

Happy Holidays,
The MSLK Team