February 26, 2018
Posted By: Ryan

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 craft holistically, combining knowledge from experts in R&D, product development, manufacturing, and sales. When our design team can integrate this key information into the design process, we can ensure that a brand’s true essence comes through in all aspects of the product.

The value of design thinking is especially evident when you consider that one hundred percent of customers will interact with a brand’s packaging. For more compelling reasons to invest in design thinking, head over to the full article on Brand Packaging. 

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 25, 2016
Posted By: Marc

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 a façade to “fancy something up.” If a brand views design as the exterior of their packaging, they’re likely missing out on the deeper connection design has to a brand . Good design can inform the way the products are organized through to how the information is meant to be revealed at retail.

Too often we see great packaging containing lousy products, and vice versa. So few are able to deliver on the promise of the packaging. Personal care products share an intimate relationship with you. They are on your body all day! If it seems as if the people making the product have never spoken to the people designing the packaging, you’re right on the money.

Why is this so? It’s usually a strict adherence to “the way things were” and an unwillingness to deviate from processes that have been in place for decades. Unwillingness to take risks is likely the main reason so few companies adopt more modern working practices that could foster a more creative outcome. Most are too caught up in the day-to-day to innovate. Most are very beholden to corporate hierarchy to appreciate good that could come from asking fundamental questions.

Read more

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.

May 10, 2016
Posted By: Marc



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 about their next steps.


“Customizing Stock Packaging to Create a Luxury Experience”
Luxe Pack  |  May 11  |  10:00 am  |  Pier 92, NYC
Sheri will be speaking with sustainable production expert Eva Lundqvist of Stora Enso. They will discuss utilizing on-demand printing, working in small batches, and out-of-the-ordinary production techniques to create the feeling of limited edition, hand-crafted luxury.



“Effectively Using Packaging to Tell the Right Brand Story” 
EastPack: Packaging Design for Health & Beauty
June 15  |  3:30 pm  |  Javits Center, NYC
Sheri, Victoria Neilson from VSN Brand Innovation, and Michele Sawyer of Sawyer Design Vision will uncover how to successfully create a brand story, establish a “pass around factor” through brand narrative, and how brand packaging can provide the most ROI by making it your “silent salesman.”



Beauty Entrepreneur Summit
May 16 – June 5
This beauty summit gives attendees the opportunity to learn key insights from beauty industry experts and successful brands every day. Sheri will be interview by Private Label brand consultant, Melody Bockelman, about how to stand out in a competitive market. Online viewing is free, contact us for registration details.



May 9, 2016
Posted By: Marc

Sheri L Koetting's latest GCI Magazine Article, "When Green 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 few years ago is likely not to be a best practice in today’s highly-competitive retail environment. Sheri emphasizes that while brands may have once been able to make a name for themselves as leaders in the green beauty space, a well-defined brand story needs to tell more than how pure a brand is. Read the full article here: http://www.gcimagazine.com/marketstrends/segments/natural/Natural-Isnt-Enough-376786221-376786621.html