Feature

Branding synergy

Mudpie_1This issue, Ginger Trend Consulting presents Paris based trend forecaster Beautystreams, with an extract from its ‘Experts’ segment. Produced weekly, Experts provides a unique look into the minds of international specialists from different fields, who share their insights on trends in their industries, sparking fresh ideas for beauty product development, packaging and fashion design. Here, Beautystreams touches base with Alex Sum, principal & executive creative director of SumCreative, a full service global creative agency providing advertising, brand creation and brand positioning services.

Beautystreams is a new online and bespoke trend forecasting service specialising in the beauty and packaging industries.

Beautystreams:
What is your current state of mind?
Alex Sum: 
If we want to choose a time to make things better, now is the time. Anything can be better. The influence we have, the vision. Basically, even though the economy is in bad shape and it’s been a tough couple of years for a lot of people, this is the time to make things better.

Mudpie_2Beautystreams: 
What is your most important project at this time?
Alex Sum:
All of my professional projects are important, but currently I am working on the launch and rebranding of Neuro Beverages, founded by philanthropist Diana Jenkins. Also, the Spring/Summer 2011 campaign for Miss Me and MM Couture.

Beautystreams: 
What is inspiring to you right now?
Alex Sum: What’s really inspiring me is the new digital era that advertising and branding has been entering. It’s new, it’s immediate, it’s cutting edge.

Beautystreams: 
Who is your favourite designer?
Alex Sum: 
Alexander McQueen. Enough said 🙂

Beautystreams: 
Where do you get inspiration?
Alex Sum: 
Everywhere. All you have to do is open your eyes.

Mudpie_3Beautystreams: 
What materials are popular for usage in your field… any new trends in materials and textures?
Alex Sum: 
I’m really into helping the world in whatever way I can, so it’s been really amazing to see more use of recycled paper, eco printing, environmentally conscious designers and trends. It may seem small, but it goes a long way.

Beautystreams: 
What is beautiful to you?
Alex Sum: 
Synergy. Anything that flows together. Harmony and balance in photography, in everyday life. This is beautiful.

Beautystreams: 
What do you think your field will be like in 10 years, 50 years?
Alex Sum: 
I think the industry will be very diverse; more glitterati, more opportunities. This field is always changing.

Beautystreams: 
What do you feel is an important emerging market group to target for beauty or fashion?
Alex Sum: 
16-35 is the best range. This generation has changed so much. They have influence in areas that they have never had before. Areas such as media, social media, and technology are bringing everything closer together and becoming a new way of life.

Beautystreams: 
What is the main factor that you feel attracts a customer to buy a product?
Alex Sum: 
Emotional response. You have to feel something when you look at the product; you have to have reason to reach for it, to put it on…

www.gingertc.com.au

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s