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Looking Forward to Luxe Pack Monaco 2012

By: Jeff Falk
Posted: September 6, 2012

The 25th edition of Luxe Pack Monaco (www.luxepack.com), October 24–26, is expected to host a record 360 exhibitors to offer its international visitors a wide palette of solutions and tools to respond to the strategic challenges in serving today’s luxury goods consumers.

The 2012 event plans to honor the traditions of years passed, which led event organizers to invite guest of honor Mary Lewis, an English designer known for her extensive work in the world of luxury design. Co-founder and creative director of the Lewis Moberly agency, Lewis reinvented the wheel when it came to packaging design, says Luxe Pack organizers. Her agency works with a large range of clients from the world of luxury goods—including Moët & Chandon, Diageo, La Grande Epicerie de Paris, Selfridges, Jaeger, Duchy Originals, Jasper Conran and Hyatt. Her keynote speech, based on the design philosophy “first win the eye, then the heart, then the mind,” will explore the changing face of luxury and the importance of being grounded, searching for equities and new codes for design.

In the presentation “Luxury Cosmetics for Men: What Packaging Trends are Likely to Influence Sales?,” the new generation of men’s cosmetic consumers and the specific requirements regarding packaging (materials, types of packaging, ideal capacity, and frequency and method of use) will be discussed, using studies and analyses of the attitudes toward packaging in Scandinavian and French markets as baselines. New perspectives will be highlighted to inspire designers and brand owners to develop more effective approaches.

And Marc Rosen—designer/president, Marc Rosen Associates, and GCI advisor—will head a discussion of leaders responsible for marketing, packaging development and e-commerce efforts of leading luxury brands assessing online retail and the impact on beauty brands, “Curb Appeal: Creating Products/Packaging That Are Eye Catching for Impulse Purchasing Online.” Shopping online has become a way of life for busy consumers, and purchases are no longer simply second buys for products that were first purchased in a brick-and-mortar setting, requiring the creation of packaging that speaks to consumers online. Something that, in many ways, is more difficult than creating for the in-store environment where the consumer can hold the package in hand. Speakers for this discussion will include Dominic Burke, creative director, Webb deVlam; Barbara LePortz, CEO, Fragrance Intelligence; Paul McLaughlin, vice president of creative, Elizabeth Arden; and Joanna Norman, founding director, Pandora Ltd.