Press release | The key to success in beauty packaging: create a meaningful, eventually surprising experience
As entries open for the 2025 edition of the PCD Innovation Awards, Frédéric Dreux, Global R&D Packaging Director in Prestige and Skincare at Unilever, gives his take on what makes a true packaging innovation and how beauty brands should approach their next packaging project.
Paris, 04 September 2024 – Entries for the 2025 edition of the prestigious PCD Innovation Awards are now open and the search is on for the best new innovations – with winners set to be revealed at Paris Packaging Week on 28 & 29 January 2025. Brands and packaging suppliers which launched in the European or international market in 2024 can enter their best innovations in cosmetic, perfume and personal care packaging as of now.
As the entries launched, we spoke to jury member Frédéric Dreux, Global R&D Packaging Director in Prestige and Skincare at Unilever about what makes a winning beauty pack – both for the PCD Innovation Awards and for the beauty market.
“Packaging should delight, but it should also be positioned correctly for its market segment. First and foremost, be functional. It should deliver on its promise without overpromising for a seamless consumer experience,” says Frédéric Dreux, Global R&D Packaging Director in Prestige and Skincare at Unilever, when explaining what success looks like in packaging.
“Strengthen the consumer’s relationship with the product”
He also points out the key metric or indicators used to measure the success of a packaging solution, saying: “A successful pack functions extremely well but brings something beyond simple product protection to create a meaningful, eventually surprising experience. For example, Hourglass Curator Eyeshadow recreates the refillable palette-based experience of professional make-up artists. It’s a nice touch integral to a customer’s relationship with the product, not just a one-time gimmick.”
“Trend-based innovation should never be solely reactive to tick a box,” adds Dreux while discussing the key packaging trends crucial for success. “True innovative disruption should underpin lasting change. For example, Pierre Fabre Laboratories has created a recyclable 3D mono-material flexible pouch for its Elgydium Whitening Toothpaste, which reduces the use of plastic consumption. The experience of using the new pouch is just as fluid as a standard toothpaste tube–it’s an intuitive replacement for the consumer.
“Eco-conscious innovation is at the forefront right now. We should always ask: how do we reduce our materials and ensure packaging is reusable or recyclable? The brand is responsible for technically innovating. For example, the Future pump we developed with Aptar for Dermalogica is mono-material PE on a PE bottle for all-in-one recycling. To improve the design and enhance the consumer experience, Aptar developed a pump-blocking system (a collar that turns 360°), limiting the risk of breakage during its use or transport.”
And finally, what advice would Dreux give a brand looking to achieve success? “Brands should always be asking ‘why?’ And make every decision in packaging design with purpose. Again, the packaging should fulfill its purpose in a way that’s intuitive to the consumer, introducing new or different aspects like sustainability in a self-explanatory way. In the case of the PCD, ADF and PLD Innovation Awards, a rationale helps the judges understand this ‘why,’ concludes Dreux.”
Frédéric Dreux and an expert judging panel representing highly regarded brands, such as Chanel, Dior, PUIG, and Interparfums, will judge submissions for the PCD Innovation Awards, dedicated to the best in perfume, cosmetics and personal care packaging solutions from the global beauty market.
Registrations are open
Meanwhile, the PLD Innovation Awards will focus on the year’s best premium and luxury drinks packaging innovations, and the ADF Innovation Awards will showcase the best packaging solutions for the aerosol and dispensing technology sector.
The PCD, PLD, and ADF Innovation Awards are open to all, free of charge, ensuring accessibility for brands of all sizes. The judging process is conducted anonymously, without any conflicts of interest, allowing both emerging and established brands an equal opportunity to shine based on the merit of their packaging innovations. The entry deadline is 8 November, and winners will be announced live in a glittering Paris Packaging Week ceremony on 28 & 29 January at Paris Expo Porte de Versailles.
For more information and to enter, visit www.parispackagingweek.com
About Paris Packaging Week
Every year, Paris Packaging Week unites the international community of packaging suppliers, brand owners and design agencies with a single mission: to help brands to innovate and create the packaging for their next launch.
Paris Packaging Week brings together four exhibitions, each dedicated to a specific market: ADF for aerosol and dispensing products; PCD for perfume, cosmetics and personal care products; PLD for premium and luxury drinks; and Packaging Première for luxury products in the fashion, accessories, watches, jewellery and fine food markets.
In 2025, the event will connect more than 750 packaging suppliers from across the world with packaging designers, engineers and buyers representing more than 3,000 brands and design agencies.
Paris Packaging Week 2025 will take place on 28 & 29 January at Paris Expo, Porte de Versailles. For further information visit www.parispackagingweek.com
About Easyfairs
Easyfairs organises and hosts events, bringing communities together to visit the future.
We currently organise 110 market-leading event titles in 12 countries (Algeria, Belgium, Finland, France, Germany, Italy, the Netherlands, Portugal, Spain, Sweden, Switzerland and the United Kingdom) and manage eight event venues in Belgium, the Netherlands and Sweden (Antwerp, Ghent, Mechelen-Brussels North, Namur, Gorinchem, Hardenberg, Malmö and Stockholm).
We are passionate about “easifying” the life of our customers and increasing the return on investment and return on time for professional communities through our all-in formulas, advanced technology and customer-centric approach. Our digital features and initiatives provide these communities with excellent opportunities to network effectively and do business throughout the year.
The Easyfairs Group employs 800 highly committed talents, deploys the best marketing and technology tools and develops brands with a strong appeal to our stakeholder communities.
For the fifth year running, Deloitte conferred “Best Managed Company” status on Easyfairs in 2023.
Easyfairs is ranked 11 of the world’s top exhibition organisers, according to the STAX annual ranking.
Visit the future with Easyfairs and find out more on www.easyfairs.com
For further information, please contact:
Noura Moussa, Press Relations
noura.moussa@henaray.com
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