Beautiful Opportunity - 03/05

Emily Dickinson once said, “Beauty is not caused. It is.” Yeah, right. Try selling that one to the denizens of the multi-billion dollar beauty industry, who live by another quote: “Beauty is only skin deep, and the world is full of thin-skinned people.” In a special report this month, we present a dozen beauty-related projects — cosmetics, hair care, skincare, body care — in order to display some terrific work and to underscore the rich opportunities for creatives in this explosive growth industry. Each of the projects is interesting, but I found myself drawn especially to the CosmoGIRL! Prom Beauty issue. Had it been around in my day to give sartorial advice to escorts, I am pretty sure I would not have worn the powder blue tuxedo with the big lapels and the puffy shirt to my high school prom. Then I might have avoided the whole stuffed-in-the-locker incident, the boys’-room-dunking experience, not to mention the unpleasantness with the corned beef hash platter at Denny’s afterwards. But, hey, that’s water under the bridge. A lot of years have passed. It’s not like it matters anymore. Completely out of mind. Totally out of my system. I’m a grownup now. Hardly remember it at all. Not a big deal. Never think about. Not even once. Ever.

Think Value

In last month’s Designer Friendly Companies issue, I expressed the fear that the products and services that designers depend upon are being reduced to commodities. All too often, price is in, value and service and wisdom are out. Donald Kendall, who heads Seattle’s Kendall Ross branding and design firm, reminds us that the practice of graphic design itself is in similar danger. Mr. Kendall keenly observes that the business is under pressure “due, in part, to both the tremendous saturation of the industry and the flattening effects of technology… whenever we begin to compete solely on price, everyone loses. So, how do we avoid this trap? First and foremost, continue to emphasize the value and importance of design within today’s economy. One way to do this is to know a client’s business, customers and industry as well as they do. Demonstrate the value of design offerings, insights and strategy in clear, objective, business-based rationales. Ultimately, who is the best judge of the value of design? Designers. Don’t be afraid to stand up and fight for your business solutions. If we don’t place value on our work, no one else will. Second, effective design typically exists on the leading edge of society and culture. It is important that designers understand movements and trends… By constantly surveying the cultural landscape and understanding the implications of cultural shifts, designers can position themselves to effectively take advantage of trends in the marketplace.”

Jim Alexander

I learned recently that Jim Alexander, a longtime paper industry veteran best known for his sales and marketing achievements at Crane & Company up in Dalton, Massachusetts, had passed away this fall after a short illness. It feels too late and maybe inappropriate to publish a full-fledged obituary. Still, I did want to note the passing of one the most decent, honest, modest and gentlemanly people I have ever had the honor to know. A war hero, a proud father and family man, highly respected in his church, community and industry, Jim was 58 and the end came too soon.