Insights: a resource

Highlighting best practices + inspiration, outlining brand importance in the beauty industry.

Simple and Clear: The Art of Refining Your Brand's Message

“If at first you don’t succeed, try, try again.” This adage seems to make perfect sense, from a marketing standpoint. No one wants to settle on a bad idea that leads to no measurable success. Too often, brands try “even if you…

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The Perfect Brand Name

William Shakespeare posed the question, what's in a name? Well Bill, we at MSLK have the answer. Your brand name is only the most crucial aspect that will affect your...

The Importance of Social Media for Beauty Brands

Have you ever really wondered how Instagram and other social platforms have bolstered so many beauty brand success stories? MSLK recently took an in depth look at the ways social...

The Importance of “Design Thinking” for Package Design

Brand Packaging recently looked to MSLK to debunk the popular myth that package design is merely decorative in function. As experts in luxury packaging design, here at MSLK, we approach our...

Tradition and Opportunity in Luxury Packaging Design

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...

Essential Practices of Luxury Design

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...

Digital Marketing Optimization

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...

Packaging for Digital Media

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...

GCI Article: Design Thinking

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...

Embrace Design Early and Often For Success

There’s a longstanding industry term for the visual aspect of packaging: “Decoration.” Unfortunately, this arcane term represents everything wrong with the old way of thinking — that design is merely...

GCI Article: Target Practice

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...

Three Branding talks in 2016

Join Sheri L Koetting as she gives insider tips about packaging, brand strategy, and overall brand positioning at three upcoming events. These talks are perfect for beauty brands who are thinking...

GCI ARTICLE: Natural Isn’t Enough

MSLK Partner and Chief Strategist, Sheri L Koetting's latest article for GCI Magazine tackles the concerns brands face when positioning themselves as "natural" or "organic." What may have worked well only a...