It is no secret that luxury packaging, be it a box, a bottle, or a laminated carrier bag, sells products, but at the recent LUXE PACK MONACO show, an event for creative packaging professionals, it was revealed that luxury has acquired a social conscience.
“Beauty is no longer in the eye of the beholder. It is rooted in truth and comes from within” said designer Mary Lewis, a guest of honour at the LUXE PACK event, and as consumers become more environmentally aware, packaging professionals and high-end brands strive to create and design packaging materials that remain aesthetically pleasing, without having a detrimental impact on the planet.
Leading powerhouses in the luxury sector such as LVMH (Louis Vuitton, Moët & Hennessy), Chanel and Guerlain, who invest millions in packaging and advertising, are joining the eco-friendly product packaging revolution, and as the trend for environmentally responsible and sustainable packaging grows, it can only be a matter of time before all major brands follow suit.
Highlighting those who are making a difference in the world of sustainable packaging, LUXE PACK awarded Italian paper manufacturer FAVINI, their ‘Green Award’ for its CRUSH paper line. Made from natural organic by-products from citrus fruits, corn coffee, kiwi fruits and almonds, CRUSH eco-friendly paper replaces up to 15 percent of virgin tree pulp, and has a distinctive texture and appearance that adds character to packaging such as paper carrier bags.
Other topics featuring on the LUXE PACK agenda included designing luxury packaging for products that are sold online, the association of sensory perception with packaging, and understanding emerging luxury markets so that manufacturers can better adapt and produce exceptional eco-friendly packaging lines.
A little bit of luxury goes a long way, especially in times of austerity, and if we can enjoy that luxury without damaging the environment, it is a win-win situation for retailers, consumers, and most importantly, the planet.