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A new vision for Paris Packaging Week

Alissa Demorest

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A new vision for Paris Packaging Week

© Leo Johnson

Change is in the air at Easyfairs. The trade show organizer has unveiled the new identity for its ADF&PCD and PLD Paris trade shows, now rebranded Paris Packaging Week. The three-in-one exhibition, originally slated for January, is being held on June 29th-30th at Paris exhibition hall Porte de Versailles.

Paris Packaging Week, the freshly minted rebranding of Easyfairs’ historic shows PCD, ADF and PLD, has ambitious plans for its 2022 edition. Organizers revealed its new identity earlier this year—the work of Butterfly Cannon, the same design agency who worked on the rebranding of London Packaging Week and Easyfairs’ joint event in Milan: Packaging Première and PCD Milan. “This new identity creates a family of trade shows,” Josh Brooks, Event Director at Paris Packaging Week, explains to Luxe Packaging Insight. London Packaging Week, he adds, has the same, three-show format as the Paris event, but gathering PCD, PLD and Packaging Première—the first time the latter will be exported from Milan—in September 2022.

“With the Paris, London and Milan exhibitions, our aim is to offer events off-site that will grow their footprint, and the experience, beyond the traditional trade show to become veritable packaging ‘festivals’ over three, for or even five days. For the moment I can’t reveal anything specific, but there will be some exciting events to look forward to. Ultimately the goal is to create international packaging communities for the key vertical markets we address, namely beauty and drinks,” Brooks says.

Adding value at Paris Packaging Week

The upcoming show in Paris features, for the first time, the Innovation Awards Gallery, a space showing winning products from the PCD, PLD and ADF competitions. “We’ve curated this exhibition not simply as a showcase of the 2022 innovations, but to position the winners in relation to the major trends impacting packaging innovation today. We’re keeping the trends under wraps for now, but they will most certainly include sustainability, personalization and connectivity.”  The Gallery will be located in the ADF part of the show.

Franck Marillly, President and CEO of Shiseido Europe & Global Fragrance has been confirmed at the Keynote speaker and will share his vision of sustainability and how the Japanese beauty group sees the future of packaging. Conferences for the PCD and PLD portion of the show will include topics on recyclability in the luxury industry, NFTs, e-commerce, counterfeiting and solutions for product development when working remotely.

As in previous editions, a gallery space will showcase winners from global packaging design competition Pentawards (also owned by Easyfairs) as well as a Champagne bar and cocktail area with mixologists concocting signature drinks especially for the show.

As to the numbers, Paris Packaging Week is expecting some 650 exhibitors, with 10,000 visitors.

Connecting with future talent

Partnerships with French packaging schools are also a priority, with two student competitions launching for the 2022 edition. “It’s crucial for us to maintain strong relationships with those schools that are training the packaging engineers of tomorrow. These competitions allow us to give the community a vision of the future of packaging,” notes Brooks. The first contest, sponsored this year by Shiseido and HudaBeauty, is challenging students from French school ESI Reims to a redesign: for Shiseido, a revamp of the Gen Z-targeted WASO brand and for HudaBeauty, either to render an 18-color palette reloadable or recyclable or to revamp the secondary pack for the brand’s Kayali fragrance.

The second competition for ESEPAC/ESP students, sponsored by The Estée Lauder Companies, centers on “how to reinvent unique, luxurious and sustainable consumer experience for luxury fragrance”.

See the projects below competing for this year’s prize.

Stylux’s design is inspired by gua sha stones. The three-sided cap was conceived with ergonomic application in mind, while the gemstone applicator allows the consumer to apply the fragrance directly onto the skin.

Les Sceaux is a scented wax designed to be applied with a stamp. The solid perfumes come in a wooden coffret.


Described as a “nomadic” perfume device, Smart Perfume is a 15ml fragrance in an aluminum vial that attaches to a smartphone. Slipped into a customizable leather pouch fitted with a magnet, the bottle can also be refilled.

VIP Perfume Room is a concept based on a key, which gives the consumer access to a bespoke fragrance formula as well as bespoke packaging. The key doubles as the fragrance applicator in the refillable bottle.

Very Instant Perfume

This concept allows the consumer to refill a 15ml plastic and metal perfume “flask” in-store in what are described as “rotating fountains”.

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