By  on June 7, 2007

NEW YORK — Embellishment was the key word at Luxe Pack New York, the packaging trade show held at the Metropolitan Pavilion here May 23 and 24.

Some of the top producers of glass fragrance bottles for the prestige market — including Pochet, Saint-Gobain Desjonqueres and Bormioli Luigi — pointed to decorated glass as a major packaging trend.

"People are looking for very innovative types of decor, which gives simple glass shapes a high-end look," said Olga Bursac, vice president of sales for Bormioli Luigi USA's fragrance container division. She noted that sparkles and metallic embellishments have been popular lately, as have heavy, weighted glass bottles.

Stephane Vincenti, director of sales for Pochet of America, agreed that decorated glass is hot at the moment. He contended that, "the spraying technique for Delices de Cartier is quite special." Other highly embellished bottles produced by Pochet, he said, include Sean John's Unforgivable, Guerlain's Insolence, Tom Ford's Black Orchid and Armani Code.

Luxe Pack New York, which is in its fifth year, attracted 96 exhibitors this year, a 28 percent jump from last year's 75 exhibitors.

"Luxe Pack has become very well known," said Nathalie Grosdidier, deputy managing director at Idice Monaco, which organizes Luxe Pack's four annual shows worldwide. "Each year, the number of visitors has increased."

Nearly 1,800 visitors came to the show last month, an increase of 20 percent from the 1,500 who visited the event last year.

Saint-Gobain Desjonqueres showcased bottles decorated with its Thermo Luster process. "When the glass is hot off the mold," said Daniel Saksik, vice president of sales and marketing for the firm's perfumery division, it is given a "metallic spray." A spray was used by Saint-Gobain Desjonqueres to decorate Parfums Kenzo's Kenzo Amour bottles. Additionally, Saint-Gobain Desjonqueres' silk-screening process has been popular lately and was used to decorate Hermès' Terre d'Hermès and Guess' Suede fragrance.

Ida Traficante, vice president of sales and marketing at Bormioli Rocco USA, said that custom and stock bottles with decorative colors sprayed on the bottom are in demand. "[Customers] are taking existing lines and changing the way they decorate them and launching flankers," noted Traficante.Rexam Dispensing Systems held the U.S. launch of its new lotion pump dubbed Nea at Luxe Pack New York. Marketing director Antoine Bruno noted the pump mechanism, which is known as a "neutral lotion pump," employs a glass ball rather than metal ball because the "compatibility between the cream and glass is better." Also, the spring in the pump mechanism is designed not to come in contact with the contents of the pump.

"Now, more and more customers want neutral [mechanisms] because the product [formulation] is more fragile," said Bruno.

In addition to showcasing the latest cartons, closures and caps, Luxe Pack New York featured a series of special events, including a panel discussion moderated by packaging designer Marc Rosen that was entitled "When the Package Becomes the Brand." The panel included Ted Owen, vice president of global packaging design for Clinique; Dave Lyon, vice president of brand development for Bath & Body Works; Joseph Feczko, group vice president of global design for Avon Products Inc., and Marcy Fisher, vice president of marketing for Liz Claiborne Cosmetics.

Panelists agreed that consistency was of paramount importance in ensuring the success of a brand. To have a "successful brand," said Feczko, "a critical mass of people must recognize a brand." He added that by "staying true to its core values," Avon has been able to "keep a core customer. We try to have consistency for a simple message in print and online."

Weighing in on the theme of consistency, Clinique's Owen said, "Packaging that was created in 1968 is still part of the brand. A big part of it is consistency of the palette. Green is our favorite color at Clinique [and] we stay within the parameters of the [look] of the brand."

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