EXPERTS ANWSER: DANIELLE ROUSSEAU
Fortunately, digital and e-communication have not been able to completely replace face to face relationships on business. During year 2016, profesional fairs on the sector enlisted a bigger number of exhibitors and visitors. However they had to adapt themselves to new times and offer a bigger specialization and quality, as well as some other attractions where the face-to-face is very important, like a very good selection of exhibitors and a conference plan featuring the key figures of the sector.
Danièlle Rousseau, Project Director of numerous international fairs, talks about last Luxe Pack Monaco edition, where Cartonajes Salinas takes part in.
A BRIEF SUMMARY ON THE LAST LP MONACO EDITION.
As every year, the Luxe Pack show has prepared a lot of surprises for visitors: our new products’ launch, the opening of a new room dedicated to digital solutions for luxury brands (C2L), the Interactive Wall of Innovations. Numbers on 2016 Luxe Pack Monaco are: 460 exhibitors and 8.645 visitors representing 4.582 different companies.
WHICH ARE THE MOST IMPORTANT DIFFERENCES BETWEEN MONACO, NEW YORK AND SHANGHAI EDITIONS?
MONACO is the historical international edition. More than 400 exhibitors and more than 8.500 visitors. Stands with great designs according to each company’s corporate image. In 2016 Luxe Pack Monaco will turn 30 years!! Since 3 years ago it’s staffed with a personal care formulation and fragance dedicated section, and on 2016 it incorporates also a section for digital transformation experts for luxury brands.
The size of the fair justifies its 3 days duration.
NEW YORK AND SHANGHAI both have been 14 and 10 years in existence respectively. Luxce Pack NY allows manufacturers focus on clients from north and south of America, on the other hand, SH allows access for asian clients. This two editions only last 2 days. Exhibitors only have to bring their samples and concentrate on the commercial work, not worrying about assembly or disassembly of their stand.
But beyond the place, the DNA of the Luxe Pack is respected on essence:
– High range show for luxury brands
– Focus on packaging, design and creativity
– Selection, quality on exhibitors and visitors
– Exibitors’ and visitors’ fidelity and constancy
– Closeness and communication between organizers, exhibitors and brands
NEXT YEAR LP CELEBRATES ITS Nº30 EDITION. WHAT ASPECTS OF PACKAGING AND PACKAGING INDUSTRY YOU THINK HAVE CHANGED THE DEEPEST DURING THE LAPSE OF THIS YEARS?
Innovations on gesture terms, materials and really creative designs.
Eco-Responsible solutions are increasingly getting developed. There is a real trend on the personalization of the cases, probably yielding into hyper-personalization and individualization, thanks largely to new expression techniques.
We hope exhibitors keep surprising us with new creations in the years to come.
WHICH NEW SECTORS, APPART FROM COSMETICS, PERFUMERY AND SPIRITS GET INTERESTED ON VISITING LP?
Personal care, health, pharmacy, delicatessen, stationery, writing instruments, tobacco, fashion, leather goods…
PACKAGING AND NEW TECHNOLOGIES, WHAT DOES THOSE 2 WORDS SUGGEST YOU?
We have seen really original and technological solutions arise during several years, especially with regard of product traceability and counterfeit.
New uses, new technologies allow manufacturers to put forward interactive packagings, reaching a more assorted audience, like new “hyper-connected” young consumers.
IN A NUTSHELL: LAST TRENDS SEEN ON PACKAGING IN LPM 2016.
Each year, Luxe Pack gathers, during show’s planning, an expert comittee called “Trends Observer” who, as of exhibitors’ products, decode and analyze trends.
On LP 16, the three identified marketing trends are:
– FRUGALITY: simplicity, shapes’ sobriety, precision cuts, discretion
– COMPULSIVE: ornamentations/colours, polychrome spots/dots, acidulated, sudden impulse/desire
– IMPRINT: touch/sensation, textures, sophisticated effects, engravings, weight on materials
FROM LESS TO MORE IMPORTANT, IN WHICH POSITION DO YOU THINK END CONSUMER PLACES: AESTHETIC, ECOLOGY AND FUNCTIONALITY
Most of the brands study consumers’ behavior before launching their products, and keep those studies to get the response of those products facing market demand.
I imagine that order is following:
- Aesthetic (first impression, spontaneous reaction)
- Functionality (if it is nice but not practical and easy, it is not a good option)
- Ecological (There are still few consumers that worry about the chest, flask or the fragrance itself have been conceived ecologically)
HOW DO YOU IMAGINE LUXE PACK IN 30 YEARS TIME?
I can not imagine a world without packaging, so, in 30 years time, Luxe Pack will have its place, no doubt.
Manufacturers will keep adapting themselves to the market’s evolution, new customers’ uses and needs and acting in a creative way.
The biggest problem (which we are already facing) is shows emplacement, and avaliable places to recieve all the manufacturers that wish to do so.