New York, new look, new level

8 May 2014



The 12th edition of Luxe Pack New York opens at its new venue in the city on 14-15 May 2014.


Luxe Pack New York 2014, the premier creative packaging show in the USA, will be the largest in its 12-year history, with nearly 200 exhibitors displaying the latest in innovative packaging. This year, the event will feature several new elements including a new venue, a new look, a new section and a new award. In addition, there will be a variety of special exhibits and an extensive seminar schedule.

"Luxe Pack New York is the benchmark event for creative packaging in America, just like Luxe Pack Monaco is on a global scale," says Nathalie Grosdidier, the show's executive director. "This year, we are taking the show to the next level with our new venue, the Luxe Pack in Green Award and Luxe Promo. We're very excited about the scope of the event this year and are sure it will excite visitors and exhibitors alike."

Luxe Pack New York presents creative packaging for the beauty/personal care, wine/spirits, gourmet food, jewellery, fashion/accessories and consumer goods industries. Exhibitors showcase bags/pouches, bottles, boxes, cases, containers (presentation packaging), caps/closures, collars, cosmetics accessories, designers, dispensers/pumps/sprayers/valves, green/sustainable packaging, jars, boxes, containers, labels, pop/display, raw materials, ribbons, samples, textiles, tubes, vials/monodoses, and more.

The event also offers its Innovation Forum, which spotlights the newest creations from exhibitors.

The New York show, which attracted a record-breaking 2,894 visitors in May 2013, will relocate to Pier 92 for this year's edition. The new venue will allow all the exhibitors and attractions to be positioned on the same floor for the first time.

"We are very proud of Luxe Pack New York's tremendous success over the last 11 years," says Nathalie Grosdidier. "Last year, at peak hours, the aisles were overflowing with visitors and the seminar room was overcrowded. The venue has been very popular; however, we have simply outgrown it. Our goal is to continue to create the best possible environment for our high level exhibitors and visitors to connect. Pier 92 is the ideal space in which to maintain our standard of service as we continue on the path of controlled steady growth."

New venue, new look
Pier 92, located at 711 12th Avenue in Manhattan, is the new venue for Luxe Pack New York. A prime event venue in New York, it allows the entire show to be located on one floor. An entirely new show look and booth design will also be unveiled by the organiser.

Luxe Promo debut
The new Luxe Promo section is a dedicated show-within-a-show for creative promotional items for beauty and beverage brands. Offerings of customised and standard POS merchandise, gifts with purchase, promotional gifts and other high-end premiums will include items such as: (beauty) make-up bags, manicure sets, hair ornaments, samples, candles, soaps, massage gloves, jewellery, among others; and (beverage) glasses, ice buckets, wine bags, corkscrews and more.

Companies exhibiting in the Luxe Promo area include: Cartesian Studio Bougies LA Francaise; Crafting Beauty; Custom Direct Promotions; Dapy USA; Leana Trading; Les Parfumables; MG New York; and Pure Trade.

First Green Award
Already popular in Monaco, the Luxe Pack in Green Award makes its American debut this year. The award recognises the exhibitor presenting the most innovative environmentally-friendly packaging solution. A jury of esteemed industry influencers will review the entries and select the winner based on sustainable criteria including materials, new and efficient processes and technologies, and more.

The jury members are George Beylerian, founder, Material ConneXion; Dan Denisoff, senior vice president, operations, Pernod Ricard; Jamie Matusow, editor, Beauty Packaging magazine; Stephanie Martins, VP packaging & development Americas, L'Oreal; and Henry Renella, senior VP for global package development of The Estée Lauder Companies. Entries will be displayed at the show and the award, which is sponsored by Beauty Packaging, will be presented on 14 May.

Exhibitors
Augusta
, exhibiting in booth A25, is to feature an original design for a wooden case for a whiskey bottle, inspired by oak barrels and displaying hints of the shades of whiskey to highlight its authenticity. The case "will accompany the beverage through the years as it ages, right up until it is served". The delicate stripping of the slats "allows the time necessary to engage in a veritable tasting experience: proposing a sense of sharing, discovery and escape".

A breakthrough in integrated packaging is claimed by Brunaseals (booth A43) for the aptly named SniffSeal, as this product provides brand managers with a customer sensory capability coupled with multiple product integrity features that are all built into the seal.
SniffSeal is said to translate into improved consumer satisfaction by giving them a true sense of what they are purchasing as well as the assurance that the product has not been tampered with or altered.

Novelties available from Spanish lamination film producer Derprosa (booth A1) include the Elegance ranges of Blue Metallised material, with special effects that ensure uniformity of tone in every sheet; Luminescence - stampable and printable film in silver, with a metallic effect; and BlackSoftTouch, coloured with special effects to ensure consistency of tone "in every luxurious sheet".

Offering consumer-valued design enhancement features through eco-friendly materials and technology, Aptar's Eden is said to be the first airless dispenser with a certified recyclability, because it is composed of only one plastics family: polyolefin. Furthermore the dispenser is well adapted for organic cosmetics because of the conformity of the materials (positive Ecocert material list) and protection of low preservative formulas.

The Eden pump consists of just four components, and the entire dispenser of nine components, which is less than a standard airless system. Nevertheless, the unit's performance and reliability are claimed to be comparable to the most sophisticated airless dispensers. Booth A41.

Visitors to booth A64, the Epopack exhibit, will discover the Emerald Recycled PCR PET Series, said to "redefine cosmetics packaging to sustainable luxury". The new "eco-friendly set" Emerald series is made in green PCR PET (100% post-consumer recycled PET) material. The green PCR PET is its original material colour, which is recycled from green tea bottles. This packaging is billed as "100% recycled and 100% recyclable, the heavy wall design making it sustainable luxury".

The company's raw material supplier works with more than 5,000 recycling stations in Taiwan. Nearly 2,000 tonnes of post-consumer PET bottles are collected and recycled every year.

The Emerald series comprises three items: the MJA-15A 15ml 100% Emerald green PCR PET jar; the TR-30 30ml 100% Emerald green PCR PET bottle; and the TR-50 50ml 100% Emerald green PCR PET bottle. PCR PET material is also available to produce 15ml-50ml PET heavy wall bottles and jars.

Leo Paper USA (booth B19) is to present a "breakthrough innovation" in construction design that allows a rigid box to pack out flat and makes its setting up into a rigid box easy and automatic. The new design incorporates the lid - eliminating the production costs and shipping of a separate piece lid. Flat configuration reduces shipping costs and impact on overall transportation, storage and retail efficiencies. This novel "folding" design can be applied to a variety of package sizes and configurations. The contour shape creates a "unique look" and provides easy-to hold sides.

Booth B3 will feature Nissha's Pax decorated pulp moulding material. Unlike conventional moulding products, it decorates and moulds simultaneously. More than 90% of the Pax material is derived from nature, making it highly environmentally efficient. It is also said to make it possible to achieve functional capability, moulding, and decoration in one step, something not achievable with existing pulp moulding.

Suitable for packaging, cosmetic cases, and promotion samples, all materials used are environment-friendly and passed in various environment tests, says Nissha.

The Penthouse Group, whose exhibit will be found in booth B21, will inform Luxe Pack visitors about Crystalline Vacuum Metallisation, the company's "entirely new approach" to the metallisation process. It features a repeating crystal pattern that is achieved in the process itself, rather than through any secondary printing. Variations in the size of the crystal pattern are possible, and the metallisation can be applied onto either a smooth or uneven surface.

The shoulder is an area that, until now, was not considered part of the traditional printable area of a tube. However, states Penthouse, "through our new inmould labelling process for tube shoulders, designers can now include the tube shoulder as a major feature of the overall design scheme". All the design possibilities commonly associated with in-mould labelling are now possible for the tube shoulder area, including holographic effects and floral patterns.

In booth B22, 3C will feature new products such as spiral airless containers in 15, 30 and 40ml sizes; pouch airless containers in 15, 30 and 50ml sizes; and sifter jars with a 3-position open/close sifter in 10, 20 and 30ml versions.

The Luxe Pack line
Luxe Pack New York made its debut in 2003 with 40 exhibitors. The record-breaking 2013 edition, with its 11% increase in visitor numbers compared with 2012, showcased 165 exhibitors. Idice Monaco, the organiser of Luxe Pack Monaco and Luxe Pack Shanghai, is the parent company of Luxe Pack NY, the organiser of the New York event.

Founded in 1988, Luxe Pack Monaco is a trade fair for professionals in luxury product packaging, devoted to fragrances, cosmetics, jewellery-watches, gourmet foods, wines and spirits, tobacco products and tableware. Held annually, it is known as the industry's premier event in this sector. The next Luxe Pack Monaco will be held on 27-29 October 2014, also occupying a new pavilion - the Hall Gênois in the Grimaldi Forum, Monaco.

wwww.luxepack.com
www.aptar.com
www.augusta.fr
www.brunaseals.com
www.deprosa.com
www.epopack.com
www.leo.com
www.nissha.com
www.thepenthousegroup.com
www.3cinc.com

Seminar programme
Designed to provide visitors with "dynamic insights and powerful inspiration", this year's seminar programme features the latest developments in sustainability, creative collaboration, design, spirits packaging, skincare packaging trends, augmented reality technology, and futuristic luxury trends. Representatives of Brown-Forman, Elizabeth Arden, Estée Lauder, Material ConneXion, Pernod Ricard, L'Oreal, Mintel and Mirror Mirror Imagination Group will be among the presenters.
Seminars that will be of particular interest to packaging professionals are:

Wednesday, 14 May

11:30am
4 Burning Topics: How Creative Collaboration Can Create Consumer Relevance in Luxury Packaging
Moderated and created by Jackie DeLise, business & brand architect, Context

1pm
Luxe in Light of Environmental Responsibility: How Prestige Brands are Meeting Social and Environmental Calls for "Greener" Packaging Compliance
(Beauty Packaging Sustainability Panel with jury). Moderated and created by Jamie Matusow, editor, Beauty Packaging.

2:30pm
Packaging the Promise Designing the Payoff Into the Packaging
Created and moderated by Marc Rosen, president, Marc Rosen Associates

4pm
Luxury Skincare Packaging: Standing Out in a Crowd
Dr Benjamin Punchard, global packaging insights director, MINTEL

Thursday, 15 May

10:00am
New Innovations from Exhibitors: Enhancing the Consumer Experience and Product Impact
Moderated by Abby Penning, associate editor, GCI magazine

11:30am
Artful Draw: Illustrations' Role in Helping Liquor Brands Connect with Consumers on Shelf
Moderated and created by Linda Casey, editor-in-chief, Package Design magazine

2:15pm
The Power of Interaction: Welcome to the "New Reality" AR (Augmented Reality) Technology
Moderated and created by Jeannie J Joshi, designer, visual strategist, Joshi Design

3:30pm
Futuristic Luxury Trends: Tasteful Luxe Touches in Lifestyle Branding and Retail-tainment
Jeanine Recckio, trend forecaster & luxury brand Innovator, Mirror Mirror Imagination Group



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