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Luxe Pack Explores Packaging Trends Key to Strategic Brand Planning

Posted: January 4, 2013

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But such subtleties and overstating the product/brand story in details may have pitfalls. “When the story is told in every last detail, it lacks mystery and spontaneity and therefore ownership opportunities. We are almost in riddle territory,” says Mariotti. And the danger is losing strength in iconic brand marks.

“[Consumer] imagination is no longer put to use, passivity is mandatory” says committee member Lan Vu, founder of the trend company Beautystreams. “And for brands to avoid this pitfall,” says Jean-Paul Cornillou, professor at Strate College and committee member, “they must reintroduce creativity and take risks, even if that means setting aside marketing requirements.”

Back to Front

Previously relegated to the back of bottles, ingredients are being put front and center. Maison Martin Margiela highlights the origins of the key note ingredients the basis for the decoration of its Replica perfumes. And as Kiehl’s and L’Occitane dissect their formulas and their list of ingredients, it may be surmissed that their goal is to demonstrate an expertise and a certain pedagogy.

“In terms of consumers, the need to know and to be reassured is fulfilled by this traceability,” says Oudghiri. But far from falling into the overly-factual or the down-to-earth, this movement is opening up a new creative path.

Luxe Pack New York will be held May 15–16, 2013 at the Metropolitan Pavilion and Altman Building in New York. Luxe Pack Shanghai takes place April 23–24, 2013, at the Shanghai International Convention Center in Shanghai, and the next edition of Luxe Pack Monaco will take place October 23–25, 2013 at the Grimaldi Forum in Monaco.