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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QR Code use on Beauty Packaging

QR codes are making a comeback. QR “Quick Response” codes are quite remarkable. Not only are they one of the most used types of 2-D code today, their ability to...

MSLK Beauty Branding Scholarship

SUBMISSION DEADLINE July 1, 2019 FIELD(S) OF STUDY Design Marketing Branding Packaging Design DESCRIPTION MSLK, the beauty branding agency, has established this scholarship to support the next generation of bright...

The Rise of Minimalism in Beauty Packaging

In the last few years, minimalism has become somewhat ubiquitous in the branding world. From web design to retail locations to packaging, minimalist principles are everywhere. While it would be...

How to Optimize Your Beauty Brand for Every Channel

Omnichannel success is something we work towards with every brand that comes through the studio. In fact, it’s where our expertise truly lies. Our president, Sheri Koetting, is a frequent...

Our Vision for Sustainability

At MSLK, we are on a mission to build sustainable brands – in every sense of the word. While the natural and organic beauty market is predicted to double in...

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...