Nathalie Depetro, the new director of the Luxury and Beauty Division at InfoPro Digital: “The strength of our events lies in their exclusivity, their expertise, and their ability to generate business!” 

With just a few days to go before the Luxe Pack trade show in Monaco—which has cemented its status as a “must-attend” event in the world of luxury goods—and following the success of the MakeUp in New York trade show, Nathalie Depetro, the new director of the Luxury and Beauty Division at InfoPro Digital Group, emphasizes that the eight trade shows under her leadership have a more important role to play than ever: connecting brands with the best partners, analyzing market trends, and bringing tomorrow’s innovations to the forefront. Here’s why...

What conclusions do you draw from the past six months?

Nathalie Depetro: I took over as head of the Luxury & Beauty Division at InfoPro Digital Group five months ago. Today, this division comprises eight trade shows as well as Formes de Luxe magazine.
I’ve already had the opportunity to participate in several of our events: LUXE PACK New York, LUXE PACK Special Edition, MakeUp in Paris, and MakeUp in New York. These first few months have allowed me to immerse myself in a new world, at the intersection of cosmetic formulation, skincare, and makeup on the MakeUp in side, and excellence in primary and secondary packaging on the LUXE PACK side.
What strikes me is the convergence of global challenges. Brands must respond to consumers who are increasingly demanding in terms of sustainability, innovation, creativity, and experience. These major trends are evident across all our markets and shape both our conference programs and the innovations presented by our exhibitors.
My initial assessment, therefore, is that of a particularly dynamic sector undergoing major transformation, in which our events have a greater role to play than ever before: connecting brands with the best partners, analyzing market trends, and bringing tomorrow’s innovations to the forefront.

MakeUp in New York was a huge success. What about LUXE PACK Monaco?

Nathalie Depetro: MakeUp in New York did indeed show strong momentum, with a 9% increase in attendance and 45 new exhibitors, including APR Beauty, Beauty Chain, Dow Chemical, HCP, Seppic, Symrise, Quadpack, Hankook, and Nippon Shikizai.
Another particularly positive sign: we achieved a record rebooking rate, with 50% of the exhibition space reserved for the next edition during the event itself. We also welcomed 30% new brands among our visitors. This is a crucial indicator for us, as the renewal of participating brands and the generation of new business opportunities are key factors in our exhibitors’ ROI.

As for Luxe Pack Monaco, we recorded a total of 10,120 participants over three days from 90 countries, including 8,054 qualified visitors (48% of whom were C-level executives). Participation was subject to rigorous screening to ensure the presence of decision-makers from major international brands across all sectors (Fragrance – Cosmetics: Chanel, LVMH Beauty, L’Oréal, Coty, YSL Beauté, Shiseido, Diptyque, Jo Malone, Rituals, Nécessaire, Harrods. Beverages – Alcohol & Spirits / Fine Foods: Pernod Ricard, Diageo, Alain Ducasse, Ferrero. Fashion, Tech & Home Decor: Lego, Huawei, Jellycat, Swatch, Sézane, ba&sh). For three days, we enjoyed a selective, high-end experience in an atmosphere designed by the LUXE PACK teams to foster high-value-added encounters through exclusive experiences such as La Fabrique Singulière, IRCAM Amplify, the Formes de Luxe space, and the LUXE PACK in Green Awards. This year’s event can be described as a trade show that served as a true hub of innovation, featuring 380 exhibiting companies, 20% of which were first-time exhibitors. Of particular note was “THE PORTAL,” dedicated to environmental responsibility and digital transformation, which hosted 23 startups and innovators shaping the future of packaging. There were more than 450 pre-scheduled one-on-one meetings, organized for the first time through our enhanced matchmaking platform. This represents a new approach to offering targeted, high-value-added networking on the Riviera. A total of 49 talks and conferences were held, featuring 72 expert speakers, including the CEO of Fragonard and the Global Director of Digital Transformation & AI at Amouage, as well as experts from YSL Beauté, Clarins, Shiseido, and Pernod Ricard. This edition also marked the promising launch of Innovation Unpacked, evaluated by a high-level jury, as well as more intimate networking opportunities such as the Formes de Luxe breakfast. Not to mention the three thematic tours led by industry experts to guide visitors through key topics, highlight key players, and facilitate direct connections.
LUXE PACK’s DNA has always been to imagine new ways to support the industry, offering brands quality time to network and build strong partnerships with the most relevant manufacturers, designers, and emerging players. Creating this high-value-added environment is at the heart of our mission, and that is precisely what our community continues to embrace.

How do you explain the momentum of the U.S. editions?

Nathalie Depetro: Our U.S. editions are doing very well, particularly because the industries we serve there are currently experiencing faster growth rates than in Europe. Consumer spending remains strong, and many U.S. brands are expanding rapidly, thereby creating new opportunities for players in formulation and packaging.
Our events take on their full significance in this context: they allow suppliers to meet new customers, but also enable brands to quickly identify the partners, innovations, and expertise they need to support their growth.
We’re also considering launching additional events in the United States. This market alone offers considerable diversity and depth, with many opportunities still to be explored.

What changes would you like to bring to the division and your events?

Nathalie Depetro: I’ve just arrived, and one of my goals is to significantly enhance our communication around industry insights, with a much more nuanced approach by market, as well as to develop more segmented and targeted conference programs.
Take, for example, a brand attending LUXE PACK. Depending on whether it is represented by its CEO, founder, chief purchasing officer, head of R&D, or head of marketing, the expectations and business challenges are obviously not the same.
We must therefore be able to offer content tailored to each of these profiles. My ambition, in particular, is to develop Master Classes organized by major themes and centered on the key business challenges faced by our communities.
A trade show should no longer be merely a place where people come to find a supplier or discover an innovation. It must also enable attendees to understand the transformations taking place in their market, anticipate upcoming disruptions, and leave with a clear vision. We must provide our visitors with both very concrete solutions to their immediate challenges and insights to help them prepare for the future.

What would you say to an exhibitor who is hesitant to return next year?

Nathalie Depetro: I’d tell them to come back! We’ve paid particular attention to recruiting new brands, precisely because attracting new visitors is essential to creating value for our exhibitors.
For three days, the trade show serves as a real business accelerator: exhibitors meet their clients, but above all, new prospects and new brands they wouldn’t necessarily have the opportunity to approach as effectively otherwise.
In an increasingly international and competitive market, having a presence also means staking out your territory. Failing to seize this opportunity means potentially leaving it to your competitors, particularly international ones.

Do economic and geopolitical tensions concern you regarding the future of the market?

Nathalie Depetro: Every year brings its share of economic and geopolitical uncertainties. Nevertheless, I remain positive, particularly because we’re fortunate to have a truly international presence, from the United States to Shanghai and across Europe.
The dynamics aren’t the same everywhere: some regions are experiencing periods of growth while others are slowing down. But these trends are also cyclical.
Above all, even in more challenging times, the need to connect doesn’t disappear. Sometimes it becomes even more important. Players in our industry need to identify new partners, discover innovations, diversify their markets, and create new business opportunities. That is precisely the role our events are designed to fulfill.

Are you planning to expand into new regions around the world?

Nathalie Depetro: Yes. In particular, we’re looking with great interest at opportunities in the Middle East. We’re still in the analysis phase, so it’s too early to announce anything, but it’s undoubtedly a region we’re keeping an eye on.
At the same time, I remain convinced that there are still many opportunities for growth in our existing markets, particularly in Europe and the United States.
Our approach isn’t to be present everywhere at any cost. We want to expand where we can bring real added value to our communities of brands, manufacturers, designers, and experts, while remaining true to what makes our events so strong: their selectivity, their expertise, and their ability to generate business.