Luxe Pack Monaco 2011

It’s Silver for Luxe Pack Monaco

A record number of exhibitors will participate as the packaging show advances to its 25th edition.

Two months after the Summer Olympics took the world by storm, Luxe Pack Monaco takes the silver—not the medal, of course, but the impressive 25-year standing as the trade fair known worldwide for its lead in showcasing luxury and creative packaging. And similar to the audiences at the stadium in Olympic Park, an international crowd of enthusiastic attendees is expected to fill the contemporary Grimaldi Forum on October 24-26, when the packaging show runs for three action-packed days.

As always, this event will cater to packaging professionals looking for new ideas and capabilities, and sourcing componentry in a wide range of materials including glass, plastic, carton board and metal. Offerings will include bottles, labels, bags, pouches, samples, vials and monodoses, ribbons, pumps and valves, design engineering, decoration, POS displays, finishing, decoration, jars, tubes and more.

A record 370 exhibitors, from global leaders to niche innovators, will be presenting their products and services on this year’s show floor, with many utilizing the venue for introducing their latest creations. More than 50 companies will be participating for the first time.

Last year’s edition hosted more than 6,300 visitors, of which 52% were international—and numbers are expected to climb this year.

Two special showcase areas will once again highlight Innovation and Luxe Pack in Green for sustainable packaging. The Luxe Pack in Green Award will be presented on October 24 at 5:30pm in the Atrium hall.

Once again, Luxe Pack Monaco has also organized a compelling roster of educational conferences, along with original exhibitions relating to creativity, innovation and trends.
Following is a selection of featured conferences and roundtables scheduled to take place over the three days:

Wednesday, October 24

11am-11:45am: Luxury Cosmetics for Men: What Packaging Trends Are Likely to Influence Sales?

The new generation of men’s cosmetics consumers has specific requirements regarding packaging: materials, types of packaging, ideal capacity, frequency and method of use, forms, color codes, texture and sustainable development issues. Students from the ESEPAC (France) and Broby Grafiska (Sweden) have analyzed attitudes toward packaging on the Scandinavian and French markets to find new perspectives and inspiration for developing an effective approach to a male clientele. The results of their research will be presented.


2pm-2:45pm: First Win the Eye, Then the Heart, Then the Mind

Designer guest star Mary Lewis, founding partner and creative director of Lewis Moberly agency, will share her experience as a designer who is well versed in luxury brands. She will explain the changing face of luxury.

3pm-3:45pm: Does Packaging Have a Strategic Role in Luxury e-Commerce?

Alexandre Murat, president and founder of adamence.com and co-author of Luxury and Sustainable Development: The New Alliance, describes packaging as a major physical element that reassures the user. E-merchants must pay special attention to it. What are the rules for choosing packaging for online sales? Should it be specific? How can it be value-ized and how can it become a distinguishing feature?

Thursday, October 25

9:15am-10:45am: CEW roundtable discussion—The New 2013 European Cosmetics Regulations 2013, Issues and Perspectives

Pre-registration required and payment sent to the CEW (40€ for CEW members; 60€ for non members. Registration and payment at: www.cew.asso.fr; payment on site will be possible. Contact: Natacha Pastre: [email protected]). Registration fees go toward CEW’s project that helps provide free cosmetic care to hospitalized women.

The new European cosmetics regulations must be applied by July 10, 2013. What was the legislator’s aim in its promulgation in 2009? What is its purpose? Relevant characteristics of product packaging material including “purity” and “stability” are a few words mentioned that could cause a significant change in the sector. How do cosmetic brands currently perceive and implement this? What are the expected implications on packaging? What perspectives can be considered? This roundtable aims to decipher these regulations regarding packaging and provide the tools and methodology to understand them.

11am-11:45am: Social Mobility in Brazil and Luxury Icons

Three Brazilian personalities talk about their respective experiences and how to capture the country’s special luxury market. Joel Ponte, has extensive experience with L’Oréal and Natura and is the founder of the Purrainova brand; Isabella Cavalcanti Wanderley is marketing director O’Boticario, and Valéria Grossmann is the Centdegres director in Brazil.

2:30pm-4:00pm: Curb Appeal: Creating Products/Packaging That Are Eye-Catching for Impulse Purchasing Online

Panel discussion created and moderated by Marc Rosen, designer/president, Marc Rosen Associates, with leaders from luxury brands representing marketing, packaging development and e-commerce. Scheduled to speak are Domenic Burke, Webb DeVlamm London; Barbara LePortz, Fragrance Intelligence; and Joanna Norman, Pandora Consulting. (For more on the topic from Rosen, please see sidebar in this article.)

Friday, October 26

10am-11am: 2012 Luxe Pack Monaco Trends Observer

A roundtable reviewing packaging creation trends decoded by Luxe Pack trends observer experts.

The objective of this roundtable is to decode the launches of the year in order to identify areas of future development. Thus, Luxe Pack Monaco has brought together a panel of experts in packaging design and creation; this year the panel has added a sociologist and an expert in market research and forecasting.

2:30pm-3:15pm: How Can a Luxury Brand Be Positioned in Emerging Markets: China, India and Brazil?

Jonas Hoffman and Ivan Coste-Maniere, teachers at Skema Business School and co-authors of Luxury Strategy in Action, and Christophe Pradere, founder-BETC Design, will explore the branding practices in three so-called emerging markets: China, India and Brazil.

More info: www.luxepack.com

Curb Appeal Creating products and packaging that have instant consumer appeal for alternative sales pathways Written by Marc Rosen, designer/president of Marc Rosen Associates On October 25, at the annual Luxe Pack Monaco show, my panel will explore this burgeoning new world, and look at how superior packaging that embodies a brand’s critical messages and creates impulse appeal, factors into the impact and success of any given program. In today’s world, shopping online has become a way of life for busy consumers.Catalogs, whether electronic or in hand, need to create that instantaneous appeal that conjures a sale. While many consumers are buying cosmetic refills for products originally purchased in-store, we are finding more brands maximizing online sites rather than incurring the high cost of selling exclusively in retail specialty stores. As time becomes more and more of a luxury, shopping online for original purchases is becoming more prevalent. Statistics show that American women spent $200 billion on online purchases in 2011, and this number is expected to rise to $327 billion by 2016. What’s more, 22% of women shop online at least once a day, spending one quarter of their leisure time on mobile devices—researching, buying, trying and sharing experiences. Whether mass or class, how to create products and packaging that will “speak” to her online is in many ways more difficult than strategies for in-store environments, where the consumer can hold the package and sample the product for instant gratification. With the continual advent of technology as a sales tool and ever-expanding opportunities to connect with customers, brand packaging must work harder and deliver more bang-for-the-buck than ever before. In the 21st century, brands that step outside the traditional sales paradigm and find ways to maximize an online presence, social media, direct-connect vehicles, emerging apps, etc., will be best poised for success. Designing packaging that becomes “the silent salesman” is a must for any channel of distribution. Getting the consumer to want to pick it up is the X-plus factor that can make or break a sale in a second. Seeing a new fragrance bottle in an ad is really no different from seeing it on your computer screen. The positive reaction to the ad can motivate the would-be consumer to go to a store to smell it. Here, the three senses kick in. The actual bottle must live up to the image in the ad and the “hand” or its touch must underscore the positive reaction of “the look.” Now step three is essential to the purchase: the smell. These last two steps are not possible online so the designer/marketer must double his efforts to “create the illusion,” just by using the sense of sight—a tall order. Whether, fragrance, makeup or skin care, the package must “speak” to the consumer, relaying the efficacy of the product, the fashion of the color, the status of the designer or the excitement or sexuality of the celebrity endorser. The beauty of the package speaks to the consumer’s sense of status, style and quality. Here, photography and lighting are key. Glorifying the package with the right light can make it virtually jump out of the screen or off of the catalog page. Product of course is the engine that should lead the way. Innovation, formulation, new delivery systems and brand authority is what will ultimately excite the customer. The way it is packaged will entice them and motivate them to purchase. “Curb Appeal” comes out of real estate vernacular, how a home appears from the car when you drive up to the curb. That instant reaction, good or bad, can make or break the sale.It is a very apt term for online sales as well. As the consumer drives onto the site, the “curb appeal” of the package image must delight the consumer and generate a positive “hit” for the product. (Watch for a review of the session—and all of Luxe Pack Monaco—at nitesh_bp.rodpub.com)