Quadpack, an international manufacturer of packaging for cosmetics products, has announced the extension of its "Creative Hub" to the North American market. Beauty brands based in the United States can now become part of the packaging innovation process, thanks to a cross-functional team of market analysts, designers and engineers working with innovation partners from different fields of specialization. Already operational in Europe, Quadpack's Creative Hub deploys a collaborative approach that enables the company to accelerate innovation and get closer to brands. In synergy with its European counterparts, the US team has also established new local partnerships.
"This is an open innovation platform that covers the entire packaging ecosystem. By integrating brands into the R&D process, we create a community of Quadpack "influencers" who have access to a constant stream of value-added innovations and bring an advantage to consumers. It's our way of delivering competitive value to brands, helping them bring the most compelling solutions to market."explains Pierre-Antoine Henry, Director of Market Development and Creative Hub.
The Creative Hub helps to meet unmet needs or create new demands by improving what already exists. It offers brands the opportunity to implement innovations without the capital outlay involved in bespoke solutions. Early feedback ensures that new concepts are in line with market needs and brand image.
The Creative Hub introduces brands to new concepts via roadshows and one-to-one presentations. The first American roadshow took place in May and was dedicated to "cosmeceuticals". "It was a great success, and we received excellent feedback on over 20 new concepts. We're delighted to be able to share this capability with our key customers and help them stay ahead of the game. We encourage them to challenge us and see the magic that emerges."says Anthony Le Minoux, Vice President of Quadpack Americas.
