Consumers are not connected to female-founded brands just because of "girlboss." Strong brands are a manifestation of a human, with a clear point of view, personality and voice. Founders play a critical role in the development of a brand's creative expression and the emotional connection with consumers. When we create founder brands at Bartlett Brands, we build the brand to be able to stand without the founder as "the face" by borrowing the founder's life philosophy and attributes to give the brand a clearly differentiated and meaningful perspective. Consumer connection to female-founded brands will remain strong when brands successfully embody what resonates most from their founders. READ MORE

See how we redefine skincare standards with packaging that is luxurious, effective and environmentally conscious. READ MORE

As a branding expert who perpetually has new brands pass my desk, I can say conclusively that there is an over-saturation. Given the current challenges of digital marketing, getting "eyes" is more difficult than ever. Brands have returned to hawking celebrities, paid influencers and other tactics from the content marketing playbook—and the relentlessness of it is exhausting. Consumers are inundated with content from brands that doesn't feel relatable or trustworthy. The brands that are winning right now are distributing and marketing creatively through alternative channels where authenticity and trust are everything. READ MORE

As the personal care industry explores different ways to reduce single-use waste, reusable packaging is gaining traction. Deep dive into why your brand should start thinking about it, how to best design a refillable system and what it takes to overcome challenges in consumer behavior. READ MORE

B2B and B2C categories have historically been seen as separate entities. But now indie brand owners (a majority with philanthropic and sustainability backgrounds) are reaping the benefits of managing both. Will more brands look to capitalize on B2B avenues? See what Rebecca Bartlett and other industry experts have to say. READ MORE

It isn’t lost on the consumer that JLo’s youthful glow comes from the best dermatologists, doctors, trainers and wellness gurus in the world and not her skincare line. READ MORE

In the last few years, there has been a lot of buzz in the industry around designing packaging with refills. However, there’s another model that may have the potential to have an even larger impact in terms of waste reduction and carbon footprint—returnable packaging. Here's why it works, how to scale it and some pioneering examples (Ace of Air, we see you 👀). READ MORE

Going deeper on the love-to-hate relationship with sustainability experts. READ MORE

Untangling a love-to-hate relationship with industry experts. READ MORE