7 packaging trends to watch

By Kirsty Doolan

- Last updated on GMT

TNT Group's bottle design for Puig's Penhaligon's fragrances
TNT Group's bottle design for Puig's Penhaligon's fragrances

Related tags Packaging Packaging and labeling Sustainability Sustainable packaging green beauty Environment circular economy Luxe pack Luxe pack trends

We spoke to some of Europe’s top luxury packaging companies to discover what's next for beauty and personal care packs.

Decoration to remove secondary packaging

Caroline Hughes, Marketing Director at Albéa Tubes said:
"We are convinced that decoration will play a key role in the future. On the one hand, decoration supports brand’s differentiation, on the other hand, it enables the removal of secondary packaging: key to reducing waste! Besides, it will ensure the same attractiveness for consumers who are requesting more new tactile and sensorial experiences – a trend that perfectly serves the hot topic of inclusivity."

AI will propel personalisation

Marcia Bardauil, Market Insights Lead at Quadpack said:
"Artificial intelligence is going to change the game. The world is evolving beyond traditional standards, where realities are blurred and there are no limits to the imagination. The Metaverse is already here and making waves in areas like beauty, fashion and architecture. We’re not just talking about NFTs and apps for traceability and brand authentication. Machine learning will take personalisation to the next level. AI will be used to predict, explore and synthesise new habits into new packaging concepts, enhanced by consumer participation.

Brands, packagers and consumers are able to interact like never before, opening up a world of possibilities. We are already seeing digital beauty summits, immersive tech innovations and personalised recommendation engines.

AI’s predictive power will touch all areas of the value chain, from product ideation, through production planning, to finance. There are challenges ahead as well, particularly in establishing ethical guidelines and regulatory frameworks to ensure responsible AI practices, which will require the collective efforts of stakeholders to harness the full, transformative potential of AI."

Eco-friendly packs for solid formulations

Maud Lelièvre, Marketing & Communication Director at COSMOGEN said:
"The trend towards solid cosmetics is emerging, with a growing need for effective and aesthetic packaging solutions such as sticks. Market analysis led Cosmogen to design first Stick ReUse, monomaterial stick. It has then launched a range of sticks made from paper at 78%, for anhydrous formulas.

Our innovation presented at Luxe Pack Monaco 2023 is a collection of 100% PET sticks in different formats to meet all demands. Solid formulas are intended to be ecological and require packaging that is equally respectful of the environment. Without any compromise on the experience and image of luxury. That is the challenge."

Weight reduction without compromising luxury

Thomas Diezinger, CEO at TNT Group said:
"The reduction of packaging weight is a challenge for the luxury industry, which especially likes metal for its appearance, and the sensation it gives when gripping, thanks to its weight.

Zamak has therefore often been chosen as a material to work with because of the exceptional shapes and finishes it allows. We are searching for the possibility of offering innovative alternative options that will reduce the weight of the emblematic pieces that the group produces without compromising their luxurious dimension."

More refillable solutions

Lumson's R&D department said:
"We are working to extend the offer of re-chargeable solutions, even if our range already includes different refillable glass jars. Our sustainable portfolio has also been enriched by PCR solutions, PCR glass bottles and jars, PCR aluminium airless system, and some in PCR plastic, together with packaging made with single material to reduce waste and to increase recycling."

Smarter digitalised packaging

Aline Roland, Marketing Director at Albéa Cosmetics & Fragrance said:
"Digitalisation will become increasingly important, partly with the development of virtual shopping experiences like metaverses where visual impact plays a crucial role. This will require greater capacity to innovate from packaging manufacturers."

Use of new bio-based materials

Cyrille Ly, Director of Sustainable Development, CSR and Innovation at Pure Trade said:
"In the FMCG sector, we are seeing more packaging made from algae. This impacts our research on the packaging of tomorrow in our own world of luxury packaging, even if, depending on the selected bio-material, we must adapt our approach to industrialise and offer qualitatively and economically acceptable solutions. Algae is not the only alternative. Bio-sourcing is an underlying trend. It supports the increasingly sought-after sobriety in terms of packaging.

The e-commerce boom is also challenging the packaging industry to make packs sturdier, tamper-proof and re-usable."


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