Record Crowds at 11th Luxe Pack New York

Luxe pack signThe red-carpeted entrance.


Luxe Pack New York attracted a record-breaking crowd of 2,894 unique visitors to its 11th show—held May 15 and 16 at The Altman Building and Metropolitan Pavilion—representing an 11% increase in visitors over last year.

Additionally, a record number 165 exhibitors showcased, while 11 top-level seminars were held and myriad special exhibits were featured.

While the show grows each year, it continues to seek exhibitors touting high quality innovations as opposed to sheer numbers, said Luxe Pack’s executive director, Nathalie Grosdidier.

Guests benefited from a convivial atmosphere, she added, while being exposed to never-before-seen materials as well as applicable innovations from outside the beauty packaging industry.

Marc Rosen Helms ‘That’s Entertainment’ Panel

Luxe Pack floorThe bustling show floor.

On the show’s first day, packaging industry veteran Marc Rosen moderated a panel entitled ‘That’s Entertainment’ on the subject of celebrity fragrance packaging—such as Nicki Minaj’s wigged Pink Friday doll and Lady Gaga’s black and gold Fame flacon—that is designed to thrill and amuse.

“From the stage to the counter, this new breed of bottles aims to cut through the clutter,” Rosen said.

‘That’s Entertainment’ panelists included: Karen Grant, vice president and global beauty industry analyst for The NPD Group; Noreen Dodge, global marketing and creative development consultant for Elizabeth Arden; Ideation president Gail Boye; and Lorrie King, senior global marketing director for Coty Beauty.

Luxe pack BThe NPD Group’s Karen Grant, Coty Beauty’s Lorrie King, Marc Rosen of Marc Rosen Associates, Gail Boye of Ideation and Noreen Dodge of Elizabeth Arden.

Grant noted that the prestige beauty category is reaching the $3 billion mark, with women’s designer fragrances—often celebrity-endorsed—representing the lion’s share of these earnings. She called out Brad Pitt as an unpredictably triumphant Chanel spokesmodel and noted that Justin Bieber’s enormously popular, youth-oriented launches lifted the entire celebrity category.

Dodge expounded upon Bieber’s successes—namely earning the largest celebrity fragrance launch in history. The packaging of his debut scent, Someday, features layers of hearts—or the pieces of himself that he gives to his fans, she said, while Minaj’s idiosyncratic bottles typify the doll-like fantasy of her own brand’s ethos.

Boye, who has received four patents for packaging innovation throughout the course of her career, reflected: “Celebrity, bling and fanfare inspire the purchase, but only personal connectivity with the product will bring consumers back for more.”

Finally, King likened packaging conception to ‘The Art of Intangibility,’ in which “disconnected experiences are brought together and channeled into essences of meaning.” The bottle for Sarah Jessica Parker’s Lovely fragrance, for instance, was inspired by a variety of items including Easter eggs, ballet slippers and a vintage doorknob.

 

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SGD’s Abigail Browarsky and Sabrina Bejaoui. SGD’s Shéhérazade Chamlou. Wauters’ Frédéric Ansart with Albert Sala of Tesem
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Pochet’s John Marsden meets clients in the company’s booth. Ute Schaller, Jeff Kokoszka and Lynda Bolnick of Heinz-Glas. Marco Azzali of Bormioli Luigi.
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Kristen Santoro and Brooks Markert of C+N Packaging. MWV’s Agnes Castel, Sandy Gregory, Steve Kazanjian, Kristy Hooper and Andrew Burrett. Xavier Adnet of Stoelzle.
     

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