∑ While packaging development begins
with the establishment of a concept,
the team must have realistic expecta-
tions and be prepared to improvise.
∑ The RACI (Responsible Accountable
Consulted Informed) chart is an
extremely valuable tool to use to help
the team gain alignment on who’s
∑ Once a technical product profile is
developed, the group will then be ready
to advance to the feasibility phase.
Cooking Up the Perfect Package, Part 1
A marketer’s step-by-step recipe for packaging
development in any product category.
This article is the first of a four-part series which examines each of the phases of the
package development process (F- 1): conception, feasibility, development and execution.
Having worked for some of the most prestigious companies in the beauty industry
over the past 15 years, my goal in writing this series is to synthesize my personal
experience to provide a clear and concise step-by-step guideline for marketers to use as
a reference tool when working with their package development counterparts.
Following the steps outlined in each of the four phases will dramatically improve
your chances of successfully developing and launching new product regardless of the
This article is meant to be used as a tool that you can reference throughout the
process to ensure you are staying on track with each task. –John Morgan
n BY JOHN MORGAN