Description

She began her career in the 1970s with Este Lauder, where she worked for many years in marketing and product development, before moving on to L'Oreal until establishing her own company, The Young Group. She has been in the world of sustainability, beauty and products, product development, and packaging. She just has a wealth of knowledge and experience to impart to the entire industry.

 On this episode, we'll talk about:

• Her journey of being in the beauty industry, like what first attracted her to the space and why she stayed for as long as she did?
• That emotional connection to a buying decision. Does she think that's one of the reasons why Indie beauty brands have had such a successful run over the last 5, or 10 years, whereas bigger brands may have had a harder time connecting with consumers?
• What kind of that emotional secret sauce to building a brand, being an indie beauty, and interacting with your consumers on a more personal level on social media? Can a big company acquire it and then scale a brand successfully?
• Her decision to create her own company, the Young group. What is the backstory and what does it do?
• What have been some of the biggest important lessons she has learned in her years of product development and marketing, or perhaps the importance of packaging and how it has played a role in all of the work that she has done?
• We see a lot of brand marketing to customers that are honest and transparent about what packaging is and what they should do with it at the end of life. Has she seen the big shift on the brand side from a marketing and communicating side?
• What advice does she give to students and young professionals that into the product development world?

Karen Young has been a key player in the beauty industry for decades. She founded her global beauty marketing business, The Young Group, in 1999. Young is inspiring the next generation of beauty executives by teaching at SUNY Fashion Institute of Technology. Her passion for developing innovative products and effective marketing strategies continues.

For more information and to explore other episodes, go to www.ppcpackaging.com/the-packaging-brothers

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Find out more about Karen on her website and connect with her on LinkedIn.

Website: https://www.theyounggroupny.com/

LinkedIn: https://www.linkedin.com/in/karen-young-704738/

The views and opinions expressed on the "Packaging Brothers" podcast are solely those of the author and guests and should not be attributed to any other individual or entity. This podcast is an independent production of Packaging Brothers, and the podcast production is an original work of the author. All rights of ownership and reproduction are retained—copyright 2022.