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Hello Bartlett Brands! Tell us a little about yourselves.

We are an all-female creative innovation agency that develops and launches forward-thinking, culturally-relevant consumer brands. We challenge the status and cut through the quo with smart strategy, stylish storytelling, and sustainable design. Often, we create something from nothing.

NEENAH: Challenging the status and cutting through the quo. We love that! And sustainable design always gets our attention. Perusing through some of your work, we’ve noticed a fair amount is in beauty – is that your specialty?

Because we have several beauty industry vets on the team, we often find ourselves working in parallel categories like health & wellness and personal care—often with brands and products targeted towards women. We are dedicated to banishing outdated narratives, stale marketing clichés, and cultural taboos as it relates to these evolving categories. And we love to work with any consumer brands that want to be at the forefront of sustainable innovation.

NEENAH: Do you typically work with start-ups or established brands?

We work with mostly early-stage companies prior to launch—as well as some established brands in need of a radical refresh. Generally, our clients are at a financial inflection point, either they have just raised their first round and are ready to invest in branding—or they have traction and need fine-tuning to get to the next level.

NEENAH: The Exponent primary packaging is such a unique and innovative idea! At what stage in the project did Exponent come to you for help?

We were involved in the beginning. The team came to us with their incredible product and initial packaging ideas. In addition to conducting consumer research, brand strategy, brand naming, identity, and storytelling—we have worked tirelessly on the packaging approach and design. Newness and innovation are very challenging for consumers. We also did all the copywriting, web design, photography, video, and some digital marketing.

NEENAH: Did you have any input in the primary packaging, or was that already established?

Yes, we worked alongside the industrial designers at Tomorrow Lab and the manufacturers at Wormser Group to perfect and evolve the primary packaging system, both functionally and aesthetically. Our patented Activator Packaging System was a huge lift in form, function, and sustainability. We worked on it over the course of 3 years to get it right.

NEENAH: Can you explain how it works?

Functionally, the Activator is essentially a sexy dispenser that works like a lock & key: You place the Powder Globe onto the Hydrator Base and simultaneously push in while you twist. This action precisely doses the optimal amount of Active Powder from the top Globe while up-pumping the Hydrator from the Base. The consumer mixes for about 8 seconds before applying. The precision dosing of powders is no easy task– it’s usually done with single-use disposable packaging solutions in the pharma industry. There are 22 components in our Activator and Exponent holds utility and design patents on it.

NEENAH: That is fascinating! It sounds so mechanical, yet it looks so beautiful.

For deco and form, we knew that beyond being functional packaging, we wanted to bring beauty and luxury into the packaging design. We drew inspiration from the vintage fragrance bottles our Founder remembered seeing on her grandmother, Elsie’s, boudoir. Our white column-like fluted Hydrator Base has an almost sculptural quality while our Lucite Globes and Powder Dispensers illuminate and refract the bold, color palette of our various Active Powder Jars.

NEENAH: What was the most challenging part of this branding project?

As designers and innovators, it is our responsibility to make the most sustainable decisions when creating new and complex packaging. There were two main challenges to tackle with this new innovative design. 1. Appealing to consumers in a way that made it easy to change their typical skincare behavior, and 2. Creating a streamlined refillable packaging system that minimizes materials & landfill waste—without adding complexity or compromising product performance.

NEENAH: How important was it to incorporate sustainability into this project?

It was a priority from the start! One of our goals was to eliminate plastic waste, which led to the invention of a refillable system. Our system is designed to be reused over and over, while our Powder and Hydrator Refills come in infinitely recyclable glass with aluminum caps. In addition, our unit cartons are made from 100% post-consumer waste papers. For its achievement in eliminating plastic waste, Exponent achieved B Corp certification prior to launch.

NEENAH: When it came to the carton design, were you looking specifically for 100% post-consumer waste?

Sustainability is extremely important to us as an agency – we’ve been thought-leaders on the topic since before it was trendy—which is why we always challenge our brands to make the best choices. Exponent didn’t need any convincing, we were aligned from the start that the brand is luxury with a conscience, and we loved the sophisticated look of the NEENAH® Folding Board. We’ve long been admirers of Neenah paper and were excited when our printer partner presented it as an option.

NEENAH: The packaging for the base and globe + dispenser have a different look than the refills. Explain the color decisions.

The Base and the Globe + Dispenser pieces are meant to be used over and over again, so we distinguished them with a flood of red. The product refills have a flood of white with pops of color that speak to product benefits.

NEENAH: How is the product selling?

Exponent Beauty launched about a year ago and has quickly become a cult breakout brand surpassing revenue expectations. It has grown rapidly through organic acquisition, with extensive press coverage, social UGC, rave customer reviews, and unusually strong repeat purchases.

NEENAH: Can you attribute sales success to branding and packaging?

We think so! Exponent customers and press editors have given glowing testimonials, speaking to the dramatic results they experience, as well as the counter-worthy design and sustainability measures.

First created for skincare professionals, Tuel has been helping keep skin vibrant and healthy since 1979 using the most powerful plant extracts the planet has to offer—active botanicals and minerals rich in potent antioxidants and vitamins that feed skin from the outside in. But telling that story from the shelf can be a challenge. We spoke with Tuel Skincare co-owner, Lisa, one half of the sister-led company,  to learn more about the heart and science in each package and how Neenah has helped communicate their all-natural brand promise.   

Neenah: You’ve revolutionized the modern skincare industry with your focus on plant extracts and skin science. But your mom was a real pioneer in the industry decades ago. Tell us about her journey.

Lisa: Our mom was a true entrepreneur at heart. She became interested in botanical skincare products in 1980 and set out on a mission to create a professional skincare line that would work for every age, ethnicity, gender, and condition. This business went from a four-chair salon in the 1970s to where we are today because of her relentless focus on helping customers understand why the products they used mattered. We learned through example. Watching our mother succeed and grow her business was so inspirational, and we just naturally carried on that passion and drive. 

Neenah: What role does your packaging play in communicating your brand’s message? 

Lisa: For beauty products, the packaging is how you make your first impression. You can tell so much about what’s inside based on how the box feels when you pick it up. What’s the texture? How thick is the box? Our design is thoughtful but minimal, with stunning photography highlighting our natural ingredients. Each photo is a work of art on its own! Our packaging encapsulates everything our products stand for – natural, clean beauty. Our products aren’t just based on passing trends; neither is our packaging. 

Neenah: Why Neenah?

Lisa: We’ve been using Neenah for over a decade. We wanted to highlight our focus on sustainable, natural products with paper that had an organic feel. Neenah has several whites and different finishes and the Bright White, Eggshell Finish is perfectly neutral as well as tactile. The paper performs perfectly, photographs beautifully, and feels luxe. We also made a conscious decision to go with thicker, heavier basis weights. Most companies use 18pt for smaller boxes, but Neenah’s 24pt is perfect. Our jars are heavy, and the heavy paper not only performs but also feels premium. 

Neenah: Where do you see the industry going? 

Lisa: Science is coming back to the beauty industry. Products today are more science-driven because cosmetic chemistry has really developed, and newer ingredients have come to the forefront. But while there’s always room for improvement, clean formulations and targeted skincare are fundamental.  

Neenah: What drives you to keep evolving and innovating?  

Lisa: Our passion will always be the same. Our niche is education and not driven by gender or color–it’s the size of your pores and how to treat your skin. Like my mom, we’re still focused on helping women be financially successful. We offer advanced classes and on-site training to make sure our professional customers are educated on the products. We also teach them how to run their business, which is really unique. 

Over the last two years, we’ve adapted to consumer behavior and social distancing changes by helping our wholesalers get creative. We did a lot of Instagram live and put together home spa kits for our clients to keep their skincare up when they couldn’t come for services. We’ve seen a lot of success by being able to pivot. These tactics have become a regular part of our ongoing education and have helped us build a stronger connection with our customers.  

Packaging a Promise

The role of packaging in building trust between brand and consumer is enormous. Even after customers have done their research, read glowing reviews, and gotten recommendations for your product, it’s the first tangible impression you make as a brand. The right packaging paper isn’t just an element of design. It’s a crucial touchpoint that reflects what your customers can expect from your brand.