MakeUp in Paris highlights monomaterial and refillable cosmetics packaging

25 Aug 2023 --- The 13th edition of MakeUp in Paris (MUP) held at the Carrousel du Louvre showcased beauty packaging made to elicit an emotional reaction through “tactile elements” alongside environmentally friendly solutions.

The eco-conscious packaging designs included numerous refillable options, flexible pouches, clean packaging, customized cardboard palettes, monomaterial components (including airless) and an emphasis on applicators.

This year’s tradeshow drew 150 exhibitors specializing in makeup and skin care. With 4,579 attendees, this year’s number broke the record of participants so far, an increase of 28% from the previous year.

Another trend at the event was many brands searching for packaging that pops. An observer at the show highlighted the demand for standout design and color over other credentials.

Packaging winners
LIBO Cosmetics’ Venus Rechargeable Lipstick won in the packaging category at MUP. The Venus lipstick is 100% aluminum, including the cap and shell. It is refillable and customizable with a range of luxurious finishes, including matte, satin and gloss metallic.

MUP highlights sensory packaging at this years show.Two products received recognition as special mentions for packaging. Aircos, Anjac Health & Beauty’s Hypnotic Very Noir is a compact eyeshadow with an ultra-sensorial creamy-powdery texture and intense, golden-black metallic effect.

Chromavis Fareva’s Maya features new technology enabling multi-color heat-cast visuals with high relief and definition down to 1 centimeter. It is presented in a cast texture formulated with 94% natural ingredients. It has a creamy texture and a 3D look featuring deep colors.

This year, MUP added new certifications for beauty packaging, such as a TUV Australia certification for home composting at Taesung.

There were educational sessions throughout the show, exploring topics and trends such as inclusivity, waterless beauty, artificial intelligence, environmental sustainability and the evolving preferences of Gen Z consumers.

Sensory marketing
The study of emotion is being explored more in-depth in its relationship to sensory marketing strategies. Fragrance house Givaudan recently kickstarted a project that uses neuroscience and AI to translate scent profiles into color patterns for better fragrance branding. The company aims to broaden its “feel colors, smell emotions” approach in perfumery.

The importance of multisensory packaging for the beauty industry among Gen Z consumers is more pronounced than ever, recently revealed by a report by event company Easyfairs. Look, touch and smell should all be considered to appeal to today’s youngest customers. Suppliers, brands and marketers across the board have taken notice of this pivotal engagement driver, which has evolved their strategies.

Easyfairs says that while trends come and go in this day and age, exceptional packaging remains a constant, and the beauty sector’s need for aesthetically pleasing packaging is more important than ever.

By Sabine Waldeck

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