Thursday, January 9, 2025

Keynote | Luxury packaging – from waste to value creation

Keynote | Luxury packaging – from waste to value creation
Luxury brands today face the challenge of preserving the strong image of packaging that is imbued with the brand experience while dealing with the strong pressure from purchasers who want this packaging to comply with environmental commitment criteria.
The latest studies detail the order of importance that consumers assign to these criteria: recycling comes first, then biodegradability, followed by reuse, refilling, paper, the compostable, etc.

Salon Luxe Pack Edition speciale 2021 Paris Carreau du temple © L.d’Aboville
Here are some key points from her speech :
  • The luxury packaging market will continue to grow by 4.8% per year from 2021 to 2026.
  • We need to work on the value of the pack so that it doesn’t end up as waste.
  • It is an unequal world, in which every country is different in terms of its waste processing, its recycling channels and its regulations concerning packaging.
  • Take account of the fact that Generation Z was born with the digital embedded in its DNA, but Generation Alpha (born after 2010) also has sustainability embedded there.
  • Reinvent packaging so that it is an extension of the brand and of the product in terms of its sustainability logic.
  • Packaging no longer really gives a competitive edge between brands.
  • The European directive on packaging establishes a standard that is restrictive for all manufacturers and retailers.
  • The primary requirements for all packaging placed on the market are based on the lowest possible weight and volume of the material, the health and safety properties, keeping hazardous substances and components in the packaging material to a minimum, and employing reusable and recyclable materials.
  • Circularity constitutes an opportunity for the pack universe.
Article based on the conference KEYNOTE | Luxury packaging – from waste to value creation, with the intervention of Diana VERDE NIETO, Co-founder and CEO – POSITIVE LUXURY.
Edition Spéciale 2021 by LUXE PACK – Paris, Carreau du Temple.