Jenni Paddick, business unit leader of Spirit Ltd, explains the synergy between Spirit and its mother company, Quadpack.
Quadpack: What is Spirit Ltd?
Jenni Paddick: Spirit provides design and inspiration to support the marketing activities of beauty brand owners. We design bags, beauty accessories and gifts with purchase (GWP) – promotional items that offer a creative edge to help promote our customers’ brands. Part of our business is also designing items for retail.
Q: What is Spirit’s relationship to Quadpack?
JP: Spirit is a Quadpack company. Quadpack acquired the majority share in January, having seen the benefits of joining forces as a stakeholder the year before. There is a real synergy between our activities. We both target the same customer base. We both help build beauty brands. We both enjoy an established reputation in our markets. Our cultures are similar, too. I sense the same passion and pride in their work whenever I deal with my colleagues at Quadpack.
Q: Who can benefit from Spirit’s products?
JP: Most companies who approach us are cosmetic companies, looking for new gift ideas to promote new brands or new collections. For example, we have done work for Elemis, The Sanctuary, Amway and Elle McPherson. We also design cosmetics bags for retailers like the Body Shop and we developed a complete new range of bags for Dannii Minogue’s Project D.
Q: How do you track trends?
JP: We have a talented design team that keeps track of the latest fashion trends. They visit manufacturers around the world to discover the latest fabrics, colours, patterns and innovations. They use newer methods like social networking. They follow events like London Fashion Week. They take catwalk fashion and simplify and adapt it to appeal to the mass market. Some clients have as much as a fixed 18-month cycle from concept to delivery, it’s a challenge to ensure the right trend hits the High Street at the right time, but we always get it right!
Q: So what’s hot at the moment?
JP: Organic and eco-friendly products are popular. Our plant-based Konjac sponge has been very successful. With reduced marketing budgets, affordability is a key factor. That’s why we’re developing cost-effective gifts that still offer a premium feel.
Q: Is GWP a growing market?
JP: The beauty business continues to expand and we are seeing more brands being launched. That makes it harder for our customers to stand out in the crowd. And that’s where gift with purchase will help to sell. GWPs add value to brands, they help to differentiate them. Our job is to keep finding original ways to appeal to an increasingly sophisticated consumer!
Q: Tell us about your background.
JP: I’d worked for eight years in the FMCG sector before I was approached by Spirit. It operated in a more focused, niche industry, but the corporate culture resonated with me. It also appealed to my creative side as I have a background in design. I joined in December 2009. When Quadpack became majority shareholder, I was promoted to help align the company with Quadpack’s activities.
Q: Describe your team and how you work with the Quadpack Group.
JP: We have a small, dedicated team, most of us very long term. We are all passionate about what we do. It’s often said that it doesn’t feel like a job at all. Since the acquisition, everybody is positive about the future and can see the potential of penetrating customers in each other’s markets. Quadpack people are being trained in Spirit products to sell into new territories and we promote Quadpack to our existing customers. It works both ways.
Building beauty brands in a disruptive landscape: an interview with The Beauty Makers
As the world changes in an accelerated pace, beauty branding is being reconfigured. In this interview, Nora Hamelin and Ambra Orini, founders of The Beauty Makers (TBM), Quadpack partner and expert in beauty marketing, brand creation and product development, guide us through these new frontiers.
Agility, the secret ingredient to respond to the crisis
Months before the pandemic turned the world upside down, Quadpack developed a new business strategy for the next 5 years. Caught by the crisis, this well thought out action plan has proven itself right and has helped the organisation have a clearer vision while it navigates stormy waters. We invited Quadpack’s COO Fabrice Revert to talk about how agility, one of the five pillars of the new strategy, is key for the future growth of the company.
How can beauty companies meet green and sustainability targets?
One of the major movements being seen across the packaging board and not just within the beauty industry is that of sustainability. As a well-known global beauty packaging supplier, and one of the top 20 European beauty solution suppliers, Quadpack takes sustainability very seriously.
Quadpack consolidates growth as it marks its position in the top 20 European beauty solution suppliers
There's no doubting that Quadpack has been working hard to grow and now benefits a dynamic presence within the beauty packaging market. The company celebrates its 15 year anniversary this year and the Quadpack name is now firming established as a go-to manufacturer and supplier within the beauty industry. Sarah Eaves explains how Quadpack has achieved its well-deserved success.
Quadpack prepares for expansion as John McDermott takes on role of COO
He was the founder and owner of Collcap and is now a board member of Quadpack Industries, following the merger of the two companies. John McDermott now takes on the role of Chief Operating Officer for the group, working with Manufacturing Division Director Ernesto Cara and Supply Chain Director Alex San Miguel, as the company prepares to expand its operations. Here, he tells us of his role, his plans and his experience throughout the merger.
Sustainable forests: Quadpack interviews Juan Luis Abian Perruca, Executive Director of the Forest Ownership Centre of Catalonia
Can a commercial forest be 100% sustainable? What is 'certified' wood and why should we care? Quadpack interviews Juan Luis Abian Perruca, Executive Director of the Forest Ownership Centre of Catalonia which provides technical and administrative support to the Catalan Association that promotes the PEFC in Catalonia, who explains.
Sylvie de France interview: Designing the perfect perfume bottle
What makes a good perfume bottle design? Its shape? The materials used? Or the fact that it starts a whole new trend? Packaging designer Sylvie de France – currently creating a range of Q-Line perfume bottles for Quadpack – explains how she incorporates that certain 'je ne sais quoi' that makes her designs so special.
Quadpack interviews Antoni Arola about design
With Armand Basi's Wild Forest for Men continuing to scoop up packaging awards, it is clear that wood is a material that is positively trending. Does this mean we will see more of this kind of packaging in future? What inspires designers to integrate it into a pack? And where does such a design begin? Antoni Arola, head of the design studio responsible for Wild Forest, grants an exclusive insight into what makes a good perfume bottle design.
A Quadpack expert's view: Wood's natural beauty
It's trending, it's distinctive, it's natural. The series of interviews with Quadpack's specialists continues and on this occasion it's on the subject of wood. Jaume Ordeig, Product Specialist – Wood, explains just what wood can add to the packaging of cosmetics and perfumery products.
Natura Bissé: 10 years in the luxury beauty sector
Our series of 10th anniversary news items continues, with an interview with our most long-standing client, Natura Bissé. Senior VP of Marketing Patricia Fisas recounts how the beauty market has changed and looks back on a working relationship that has spanned a decade.
- Jo Webb
- Interview -> QP Interview
- Created 23 Nov 2011
- Modified 23 Jul 2018
- Hits 1674