Luxe Pack: reaching new heights!

For Nathalie Curvat, Deputy CEO of the Luxury/Beauty division, "we are convinced that the strategy to adopt is the same as the one we have been pursuing since the beginning, and we must continue to strengthen it: manufacturers with recognized or innovative expertise, highlighting innovations, content that can support demanding projects, and above all, actively participating in building this community linked to premium packaging... Newcomers have arrived and old friends have returned... Luxe Pack has always served this industry by defending the added value of manufacturers who invest in innovation and push the boundaries of their technology. This raison d’être alone is our strategy." Explanations...

How do you assess 2024 in terms of the number of exhibitors and visitors at your various luxury and beauty trade shows, Luxe Pack and MakeUp In?

Nathalie Curvat: Clearly, 2025 will have been a year of transition marked by uncertainty for our entire packaging and beauty industry. However, our trade shows did not suffer in terms of attendance, and we even broke records, particularly in the United States. However, discussions between manufacturers and brands were very much focused on strategic supply chain issues, given the upheavals linked to customs duties and the economic context.

Luxe Pack Monaco has just come to an end. Created in 1988, this event has had an exceptional 37-year history and has established itself as a must-attend event for the luxury packaging industry. What is the strategy for the future?

Nathalie Curvat: We are convinced that the strategy to adopt is the same as the one we have been pursuing since the beginning, and we must continue to strengthen it: manufacturers with recognized or innovative expertise, highlighting innovations, content that can support demanding projects, and above all, actively participating in the construction of this community linked to premium packaging. In a word, we must strive for excellence! The extension of the Grimaldi Forum and its outdoor areas will contribute more than ever to this universally recognized “alchemy” of quality exchanges and the time we give and take to forge strong professional ties. Luxe Pack has always served this industry by defending the added value of manufacturers who invest in innovation and push the boundaries of their technology. This raison d’être alone is our strategy.

How did the latest MakeUp in New York, which took place on September 16 and 17, go, and what can we expect from the next edition in Los Angeles and Luxe Pack New York, which will take place on May 6 and 7? At a time of geopolitical and financial constraints in terms of customs duties, will this have an impact on these events?

Nathalie Curvat: As explained previously, we have not experienced any direct impact on the show, which was a great success, even though the year’s results were rather mixed for most participants given the constant “stop and go” due to changes in customs duties. At MakeUp in New York, we mainly heard from participants who were relieved to now have a clearer picture of the situation and to finally be able to focus on building 2026 with full knowledge of the facts. Perhaps the pragmatism of Americans has something to do with it! The upcoming editions in Los Angeles and New York are looking very promising, continuing the momentum that has been building for the past two to three years in the US, which is the world’s largest beauty market.

Through these trade shows, you have a presence in Europe and the United States. Do you plan to expand your influence to other parts of the world?

Nathalie Curvat: We are also in China with Luxe Pack Shanghai and we would of course like to extend our influence to all regions where there is a market for premium packaging: the primary objective is to attract brands to our existing trade shows.