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

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.

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.

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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.



September 29, 2015
Posted By: Marc


By winning the hearts and minds of professionals, brands simultaneously evolve their stature and gain insider access to the salon’s clientele. Sheri Koetting was invited by GCI Magazine to share some of the ways in which she’s learned how haircare brands could better connect with salons, which is in the September 2015 issue.

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June 9, 2015
Posted By: Sheri




Designing retail packaging is equal parts science and art. GCI magazine recently asked Sheri L Koetting of MSLK to share effective strategies we’ve gleaned over the years to help guide their readers as they consider their own package design process. In the article, which appears in the May 2015 issue, we explore the top three considerations for creating competitive packaging that performs at retail. A recap of the article appears below:

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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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March 20, 2014
Posted By: Sheri


 GCI beauty magazine asked MSLK to share our unique process of establishing strategies for Target Design Directions in their March 2014 issue, “Integrating Packaging and Ingredients” These strategies guide the design exploration turning subjective creative evaluation into a more objective process. A recap of this article is below.

Where to Begin
From the outside, working with a designer or design team on a creative assignment — be it a logo, packaging, or campaign — is often seen as a daunting, mysterious process. Experience has shown that uncertainty during the design process is the cause of much frustration.

Some clients may have very clear ideas of the end result, but do not know how to translate this to their designers. Other clients may be lost in a sea of endless possibilities. Various other stakeholders on the decision-making side may have a differing sense of what a design should or could be. While these concerns are valid, they are not the only ones to be considered. It is important to look at market data, insights from salespeople and retailers, and production considerations. All of these factors may influence the direction a design should follow.

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January 8, 2014
Posted By: Sheri

2014 strategic brand development

The economy is improving and as 2013 came to a close, I believe all of our clients finally felt this to be true. It is now our collective job to get out there and capitalize on the reemergence of commerce. Do you have a plan to convert more business in 2014?

We’ve been working with many of our clients on setting that plan. Here’s six of the most common strategies we’ve found on the “To Do” list for 2014.

1. Create a targeted direct mail piece
Everyone got the memo that print is dead and guess what—now our inboxes are jammed full, and our mailboxes are sleepy. We see this as a great opportunity to make some noise! Create something exciting, memorable — heck, even beautiful — for recipients to open! Who doesn’t enjoy receiving a nice card in the mail? You’ll be surprised how many recipients will tell you later that your mailer is still out on display, keeping you top of mind. Read more