The Innovation Group attended Luxe Pack New York’s 15th annual packaging tradeshow in New York, where more than 250 global manufacturers and suppliers in beauty, fragrance, food and beverage took over Pier 92 to display the latest trends and creative solutions in packaging.
Although packaging may not often be at the forefront of the discussion of branding, subtle changes can make significant differences in the user experience. This year, Luxe Pack reflected broader consumer shifts that show where consumer tastes are heading. Key trends this year includes the introduction of innovation in luxury materials, packaging design gone global, and the new travel-sized packaging.
As consumers increasingly turn to a convenience-first lifestyle, packaging design is responding by adapting to their needs. Smaller products are “more common now,” Nathalie Grosdidier, general manager of Luxe Pack, tells the Innovation Group. “Today’s designers have to reinvent all the gestures for on-the-go packaging to be more convenient for consumers; for example, opening bottles and containers with just one hand.”
The trend may have started with nomadic consumers needing travel-sized products to go through airport security, but the demand has expanded to the everyday consumer. Packaging design for travel-sized items reflect this shift: Rather than just shrinking the original version, products have evolved to offer ease of opening and dispensing. For example, Pacific Packaging Components Inc (PPC) has created a unique squared packaging for cosmetic company Drunk Elephant with an easy twist top that reveals and hides the nozzle for easy, on-the-go applications.