Numbers were up and there was innovation aplenty at Luxe Pack 2006.
Under azure skies and the warmth of the autumn Monaco sun the 19th Luxe Pack show was confirmed to be the best ever, according to organisers Idice. The exhibition, which showcases the latest creativity and innovation in the luxury packaging sector, attracted record numbers of visitors and exhibitors, with visitor numbers up 2% on the previous year, reaching 5,590.
There was a notable rise in the number of international visitors, particularly from North and South America and Asia, further strengthening Luxe Pack's goal of becoming a truly international event. In fact, organisers say they welcomed visitors and exhibitors from 56 countries.
Although the number of people through the door was an important aspect of the show, emphasis was placed on the quality of the visitor attending. The show prides itself on its creative aesthetic and ability to attract some of the biggest hitters in the packaging industry, and 2006 was no different. Figures show 63.8% of visitors were decision makers such as ceos, purchasing managers and marketing managers. The number of industry decision makers attending the show was helped as always by the simultaneous staging of the TFWA world exhibition in Cannes, the travel retail industry’s largest event which showcases thousands of luxury brands.
"In addition to an unprecedented number of visitors, all exhibitors stressed the quality of contacts which improved again this year," says Luxe Pack general commissioner, Nathalie Grosdidier. "Luxe Pack is an exhibition which is unique in its kind."
Additional benefits
Luxe Pack added several new elements to the 2006 show, most notably a new trends led future observatory - the Luxe Pack Trends & Market Observer. It is the first time that the exhibition has commissioned a market survey on luxury packaging, and its aim is to provide strategic information on trends in the luxury market in terms of quality and quantity. The findings revealed that the European luxury packaging industry was worth an estimated €3.5bn in 2005, with France the leading country, taking a 23% of the market share. Cosmetics and perfumes represented 68% of the luxury packaging industry, accounting for €2.3bn.
The survey also identified four main trends in the luxury packaging market. The use of light in packaging through colour and new materials and forms has become increasingly popular with manufacturers the survey found, as well as the growth in protection against counterfeiting. It found that packaging is becoming a weapon with which to fight copying as designs become increasingly more sophisticated.
The importance of attention to detail in packaging was the theme of the third trend, which identified a growth in customisation and bespoke product offerings, as well as creating the right relationship balance between consumer and brand. Finally the findings revealed that the luxury industry is targeting a younger consumer, and underlined the opportunities that this presented to the packaging industry.
Luxe Pack also introduced a new POS section to the show, which in 2006 showcased the work of international designer Chad Lavigne and a display of POS prototypes designed by the students of Ecole Boulle. The aim for the future of this section is to create a complementary area, which supports the main show.
In addition to the novelties, the show acted as an information platform with numerous conferences, round tables and presentations on luxury packaging. One of the highlights was a conference held by offbeat designer Jean-Charles de Castelbajac.
Consumer focus
Despite the number of new areas of the show, the main reason visitors come to Luxe Pack is to see the exhibitors and this year there were more than ever as the amount of exhibition space was slightly increased enabling new companies to exhibit at the show for the first time.
Innovation is key at Luxe Pack and exhibitors did not disappoint. There was a particular focus on customer service, with companies unveiling new concepts that claimed to make life easier for the end user.
Pfeiffer unveiled its latest project, ModulArt, a new dispensing system based on mass customisation principles, which the company says enables easy personalisation. "Not all customers can afford to have their own customised product range developed," explains marketing director, fragrance and cosemtics, Andrea Vollmer. "The new product line is based on a standard module and you can take certain elements to adapt your own product. It also saves time which is a huge benefit."
The line features a standard gel pump and slider, and the customer can then adapt the outer shell. The system also features a new patent pending one-hand actuator, with a new locking system that ensures the product inside does not leak.
Rexam also focused on pump innovation with Prodigio, a lotion dispenser featuring an air-proof Clean Point Technology closure that is said to prevent leftover lotion gathering at the exit point and clogging the pump.
"The main characteristic of this new product is the clean point," Rexam Dispensing Systems marketing manager, Antoine Bruno told SPC. "Usually with dispensers, there is a cream residue but Prodigio features an obturator that slides back after dispensing, neatly closing the exit point. You can wipe any excess lotion away with your finger."
The product is suitable for a range of creams and lotions and was developed for the masstige market. In addition to the clean message, Rexam is hoping to get across the green message as the product can be recycled. "The product is completely ecologically friendly," continues Bruno. "The components are only made of PP and PE which can be recycled. The spring inside can also be separated from the plastic and recycled."
Improving the application of creams and lotions was also the focus for Airlessystem's latest applicator offering, Digital. The new applicator has been designed to improve the application of creams thanks to a flexible, long nozzle. The nozzle is slightly rounded for ease of use and is suitable for targeted applications such as anti-wrinkle or spot creams. It works by priming the application button with a finger, which then releases the cream.
Alcan launched a new concept for key customers, which it hopes will differentiate it from the competition. The Innovation Club showcases packaging concepts and prototypes with expert help from make-up artist and Creative Marketing Service creative director Michel Limongi, who advises on application techniques and new ideas.
"The idea of the Innovation Club is to provide a little bit more to our customers," says external communications manager, Dominique Jochim. "Michel works with the customers from the beginning; he searches for new trends and how to apply them to make-up. It's a very new and different kind of service to offer in the packaging industry."
Luxury feel
The use of glass in packaging has always created a luxury feel but it has often not been cost effective. Eastman is hoping to address this problem with the launch of a new packaging concept that enables the company to create thick wall plastic bottles that have the appearance of glass.
Bb is a project undertaken by Eastman and its four partners - Rebhan, Eurofragrance, Valois and Pfeiffer - and is centred on Rebhans's extrusion blow moulding expertise.
"The innovation here is that the glass polymer, EB062 is extruded," explains European marketing manager, cosmetics & personal care speciality plastics, Valérie Bouvignes. "We have taken the polymer and made it thicker. It is in fact unbreakable and is ideal for small to medium decorative series as it's more flexible than glass. However, we are not trying to compete with glass, we’re just offering an alternative."
The product is said to have FDA approval, according to Bouvignes, and has been certified with a code 1 recycling stamp in France. It is also said to be suitable for the baby care market, an area that Eastman sees as a new business target.
Creating a luxury finish was also the focus for Lumsen's new packaging line, Victoria. The new range includes plastic bottles, a glass jar and glass bottles as well as a wide range of accessories such as pumps, caps and covers that can be personalised according to customer preference. The new line is available in Lumsen's latest 3-D material, a combination of PP and PA, which is glued together to create a high shine finish.
Optical illusion
While many of the latest fragrances such as Dior Homme and YSL’s L’Homme have made the dip tube a key feature of their packaging, the demand for invisible dip tubes continues unabated.
To this end, the newly formed Meadwestvaco Calmar unveiled NoC, a patent pending invisible dip tube that uses light refracting technology to make the tube appear invisible. To put it simply, the tube becomes transparent when it comes into contact with the fragrance solution. "NoC caters for our customers who just want to have a beautiful bottle with no unsightly plastic tubes," says fragrance marketing manager, Sandy Gregory. "The NoC tube is designed to be used with our Melody fragrance sprayer, which is one of the most discrete sprayers available on the market."
The new tube is also a help in the fight against counterfeiting, according to Gregory. "Counterfeiters do not have this kind of technology so it will be easier to identify counterfeit fragrances as the dip tube does not disappear."
Rexam has also entered into the invisible dip tube market having launched its offering at Luxe Pack New York in May 2006. "The dip tube for me belongs to the décor," says Bruno. "Innovation makes it possible to show our customers more possibilities. This is a really new technology and we are very excited to show it to our customers."
The new year marks the debut of Luxe Pack's latest initiative Luxe Pack Shanghai (19-21 November 2007). The addition of a Chinese show strengthens Luxe Pack's international arm, which already includes Luxe Pack New York (23-24 May 2007) and Luxe Pack Sao Paolo (3-4 October 2007). Organisers Idice intend to create a show similar to that of the New York edition, and if this latest creation is anything like its American counterpart, Luxe Pack Shanghai will not fail to disappoint. Luxe Pack returns to Monaco from 23-26 October 2007.