This was tough b/c I need to vote for two. I selected Chantecaille for best packaging b/c it's sleek & very modern w/out being fussy or stuffy.
However, I want to add that I think the prettiest packaging is YSL, hands down. Although I'm not a fan of gold, when a woman pulls out a YSL l/s, I take notice. Their packaging is timeless & classic unlike many lines which lean toward gimmicky or "eye catching."
As far as best marketing, Chanel wins this hands down. Photography is amazing in their campaigns which lure buyers to think they need a $50 blush. Their imaging is stellar beyond words.
On a different note, I think that Armani has the most modern packaging out there. It's sleek & contemporary & @ the same time, elegant. It's something that a 12-year-old girl or a 70-year-old woman could carry w/out trying to impress anyone.
Everything else is just fun & kind of boring for me. I'm attracted to classic lines w/a modern, sleek feel--NOT fussy or trendy. I'm not a big fan of the rubberized stuff that NARS has, but have to admit that his stuff fits the criteria of great packaging.