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“Now is the time to invest in innovation”

H&A’s Holly Orton on why price pressure and economic uncertainty must not inhibit progress on the war against plastics.

As we move into Q4 and planning continues apace for 2021, catches up with a selection of licensees across categories to ask them about the biggest challenges facing their business as we head towards the year-end, but also the biggest positive they are taking from 2020.

Today: Holly Orton, licensing and marketing manager, H&A.

“As we plan forward for 2021, price pressure and economic uncertainty must not inhibit our progress on the war against plastics. We will resist the temptation to stay with what is familiar and ‘play it safe’, now is the time to invest in innovation to achieve creative solutions.

Our all-new plastic-free gifts hitting the shelves this September are a huge source of pride and positivity for us. Undeterred by the challenges of the national lockdown earlier this year, the H&A product development team have landed a showstopping range of impactful gifts. The removal of plastic tags, vac trays and acetate windows has provided us with an opportunity to reinvent our packaging approach.

As market leaders in the children’s beauty and bathing category, we know from experience how important it is for shoppers to see product at the point of purchase. For that reason, we have side stepped the use of closed boxes, introducing instead innovative card platforms and folding display trays making our products visible yet secure. With less plastic and more design surface area our gifts are more eye-catching than ever before.”

This feature originally appeared in the autumn 2020 edition of Licensing Source Book. To read the full publication, click on this link.

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