There are issues to which I am emotionally related to, such has the key role played by, vision, creativity, and innovation,” immediately points out Dieter Bakic.

Vision

According to Dieter Bakic, “vision is to create the right product and the right packaging for the right market or customer at the right time. Vision entails correctly foreseeing future unmet needs in the market.

Creativity and Design

Dieter Bakic

This reminds me” he says, “of Marchesa Luisa Casati, one of the most extravagant society ladies of the early 20th century: Luisa Casati who expressed her lifestyle very creatively, for example, by riding in a Venetian gondola escorted by two leopards. Every move she made was watched and admired. Luisa was one of the first to use eye shadow in an extreme way, decorating her eyes in heavy black to resemble a mask. I can only imagine that during the 1920’s coloured eye shadow was not on the market, which reduced her colour assortment to black. Creativity brought about the concept of a liquid lip colour... why continue to apply lipstick just using the traditional bullet system when a liquid, shiny colour could perhaps be more beautiful and effective?

Dieter Bakic, inexhaustible on the subject adds, “another example of creativity could be the trend away from liquid foundation to ‘Cake Make-up,’ this creamy powder that is applied using a sponge...

Innovation and packaging

Innovation should attract consumers with new solutions,” he insists. “Innovation is about thinking about the box and discovering new ways of creating added value for the customer. Innovation is the follow through of the creative idea to reality. Which often creates a problem for marketing because it needs entrepreneurship, time, financial investment, and consequent follow-through, where the end result may not be successful.

From this point of view, the first edition of MakeUp in Paris was a model,” he says. “Actually the event gathered all the ingredients that enabled players in the cosmetic industry to demonstrate their creativity and innovation capabilities.

Stock packaging is an excellent example of innovation: we create a design for a standard, then we develop it, and then we offer it to the market. And in fact, the current climate of low consumer prices, which result in lower profit margins, could be a contributor to reduced innovation. We all know the high costs of developing new products and of course packaging is included in this scenario.

Dieter Bakic concludes on a optimistic note, “I encourage my colleagues to continue to perpetuate and enhance inspiration, creativity and inspiration, which are inseparable from an industry, one of the most special and creative!