Bill Bickford is the design director for the Packaging Innovation Americas group for L’Oreal USA, supporting brands and overseeing all strategic product & packaging design for transformative and blue sky projects. Across more than 20 years of design experience, he has followed a twisting path of design, science, process and marketing to his creative approach, and has pioneered breakthrough products in cosmetics, pharmaceuticals, medical devices, and consumer products. Bill studied Industrial Design at the Savannah College of Art & Design and also holds an MBA and an MS in engineering, focusing on Biomechanics and Ergonomics in Product Design. Prior to joining L’Oreal, Bill has directed product innovation and brand equity design teams at Bristol-Myers Squibb, Novartis Consumer Healthcare, and The Estee Lauder Companies.