Everyone is focused on Q2 revenue right now. But the brands that actually hit their H2 launch windows are the ones making packaging decisions today — before the formula is done, before the co-man is booked, before the timeline is already tight.
Packaging lead times run six to twelve weeks minimum. Retailer deadlines don't move. Co-mans need spec'd briefs, not half-formed concepts. If your next product is targeting a September or October launch, the window to get packaging right starts now — not in July.
Here are the five decisions that eat your launch timeline when they happen too late:
- Primary format selection.
- Closure and fitment spec.
- Label substrate and decoration method.
- Secondary case pack and corrugate spec.
- Supplier qualification and sample approval.
Every one of these needs a committed decision before you're ready for production. Most brands think these happen after the product formula is confirmed. The ones who launch on time know they happen during it.
Read The New Product Packaging Roadmap to see the full sequence — or Book a packaging timeline check to pressure-test your plan.
Frequently asked questions
When should I make packaging decisions for a fall product launch?
In Q2, before the formula is finished and before the co-man is booked. Packaging lead times run six to twelve weeks minimum and retailer deadlines do not move, so if your product targets a September or October launch, the window to get packaging right starts in the second quarter, not in July.
Which packaging decisions delay a product launch when made late?
Five decisions do the most damage: primary format selection, closure and fitment spec, label substrate and decoration method, secondary case pack and corrugate spec, and supplier qualification and sample approval. Each one needs a committed decision before you are ready for production, ideally while the formula is still being developed.
How long are packaging lead times for a new beauty product?
Packaging lead times run six to twelve weeks minimum. That is why brands that launch on time make packaging decisions while the formula is still being confirmed rather than after it, and why co-mans need spec’d briefs instead of half-formed concepts before they can schedule production.
