March 16, 2016
Posted By: Sheri

Does Your Beauty Brand Have a Purpose?

Many businesses are seeking ways to develop a brand story in order to form deeper connections to staff and customers. Giving back to a cause is a powerful way to enhance a brand story while helping others.

Being associated with a cause helps communicate that your brand exists for a purpose other than profit. If done correctly, your charitable contribution creates opportunities to showcase the issues you care about most.

The merger of making a positive difference in the world and letting your community know about it is called cause marketing, or cause branding.

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March 11, 2016
Posted By: Marc

Communication-Arts-Avivi-MSLK-2016-interactive-arrts-issueWe’re thrilled to have our work featured in the new issue of Communication Arts Magazine! It’s always great to be recognized amongst our peers — and in as a prestigious publication as this. More info here:

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.

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February 1, 2016
Posted By: Sheri




Beauty and personal care brands no longer can rely on “natural” or “organic” as their main differentiator when connecting with consumers. According to Kline & Co., natural personal care products accounted for 25% of the overall beauty market in 2015. It is projected that sales in the natural market segment will increase at a compound annual growth rate of almost 10% through 2019. As the number of natural and organic brands in the market increases, competition is increasing as well. Although being natural is a great door-opener, there should be more to a brand’s story to create meaningful connections with consumers.

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April 22, 2015
Posted By: Marc


Mark your calendars, there are now four chances to catch MSLK partner and Chief Strategist, Sheri L Koetting, as she discusses topics such as how to define your brand, how to position you brand, and packaging design considerations for brands of all sizes. See the info after the jump for dates, and registration information & more!

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December 7, 2013
Posted By: Sheri

MSLK-Brand Archiitecture Article

A clear understanding of how each of your products relate to each other, helps customers navigate your product line to finding the product to fit their needs.  GCI beauty magazine asked us to explore how Brand Architecture is relevant to large and small brands in their November 2013 issue, “Your Brand is Our Business”.  A recap of this article is below.

The term “Brand Architecture” has variety of meanings and uses. However, the core purpose is universal. Brand Architecture is the relationship between brands, product lines, and products themselves in a company’s portfolio.

If you are aware that Ralph Lauren has several brands, such as Ralph Lauren Collection, Ralph, Polo by Ralph Lauren, etc. you have seen brand architecture in action. This form of brand and product organization is often referred to as a “branded house”. It also goes by many other names and has a few subsets, including Monolithic, Endorsed Brand, Family Brand, or Umbrella Brand. Regardless of what you call it, the name or equity of the company is leveraged again and again across every product or line extension it creates. Read more

November 12, 2012
Posted By: MSLK


Launched in 2008, the existing packaging sought to convey Wigwam as an all-American, family-owned brand with offerings for everyone: from the weekend warrior to the Olympic athlete. Despite an initial success, a slew of competitors entered the market recently with hard-hitting technology messages, causing Wigwam’s packaging to no longer stand out as they had once done so well. Wigwam again chose MSLK because of our deep understanding of the product line, their challenges, and our ability to help unearth deeper core issues with the brand.

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October 31, 2012
Posted By: Marc

Bigger! Stronger! New Colors! Selling the things you can clearly see is easy: just show it. However, showing what lies beneath — new technologies, construction techniques, formulations — isn’t always that easy. These hidden stories are crucial ones for brands to tell, and are often the difference between consumers choosing your product over someone else’s.

So how does one sell what can’t been seen? What are the best practices for conveying your point-of-differences within a crowded consumer landscape?

If these challenges are relevant to your business, please join MSLK Creative Director Marc S Levitt for 30 minute our FREE webinar on December 12th, 2012 at 12:00 PM EST. During our presentation we’ll explore the most effective strategies apparel and beauty brands can use to tell these hidden technology stories.

Talking Tech: Proven Marketing Strategies For Apparel & Beauty Brands
Wednesday December 12th, 2012
12:00-12:30 PM EST

Can’t make it to the live event? No problem! Register and we’ll send you a link to the recording.
Register for FREE here!


September 20, 2012
Posted By: Marc

When curly-hair experts Ouidad needed a fresh approach for a new line of signature hair treatments, MSLK was called in to create an attention-grabbing design. Exclusively sold in Sephora, our design focused on highlighting each product’s unique ingredient, pairing it with a bright color. The goal was to recast the brand in a more chic and sophisticated light, giving the line a distinct voice.

From the buzz generated on all the beauty blogs in the 1st week alone, it’s off to a great start.


July 2, 2012
Posted By: Ryan

MSLK has developed and designed a new casual line for performance sock manufacturer, Wigwam Mills. If you’re a reader of this blog or loyal Wigwam consumer, you might already be somewhat familiar with their extensive product offering. What you may not know, is that in addition to their athletic socks, they make a variety of stylish everyday socks. These products were getting lost in the clutter as they were being marketed in the outdoor category, causing confusion for retailers and consumers. In order to combat the issue and reinvigorate the sales for these products, we led Wigwam towards the decision to create a new line, Wigwam Casual. Read more