Luxepack 2018 focus on GenZ

Great conference and workshop with Stéphane Truchi (Ifop President), Béatrice Marriotti (Carré Noir Vice-President) and Régine Charvet-Pello (Certesens, President and co-founder).

Read the summary of the conference below and try to identify packaging ideas that are emblematic of GenZ generation. If you go to Certesens corner, you will discover 4 interesting textures that match GenZ: Light (of smartphone, computer etc.), shine, flexibility and skin.

The new generation (born from the mid-1990s to the early 2000s) represents a larger cohort than the millenials or baby-boomers (around 1/4 of the US population). It is the first generation truly digital native. IFOP study identifies 4 characteristics to this generation:

  1. The importance of tradition: GenZ revives the fundamentals of Luxury, which are product and service excellence and ultimate creativity. They praise expensive brands that they would purchase as self-reward  and as a signal of social success. It is the revival of prominent logos and money display, with no inhibition. It is a generation that is transgenerational (72% prefer working with people of all ages) and very anchored to local roots (eg. the revival of iconic brands Champion US, Lacoste, Fila, Fusalp, Kway). It is a generation that is into “authenticity revisited” with fun (Hermesmatic  https://www.hermes.com/us/en/story/107636-hermesmatic/ ).
  2. Showing off success: GenZ is a generation that does not feel ashamed showing off money. In non-Calvinist countries such as France, the oldest generations had less problems talking about sex than about money… (the perfect illustration: comments in French tabloïds on DSK driving a Porsche car). GenZ is very comfortable with both. GenZ wants to make money but also wants a balance with personal life. In contrast to other generations, they aspire making money on their own, being entrepreneurs (45% see themselves being entrepreneurs). They have plenty of examples of Young people success on YouTube, Instagram or heading start-ups with great ideas. They want to make money fast and display their success. In relation to luxury, they aspire owning brands that signal very strongly financial success (Rolex number 1 aspirational brand in France, Britain and China).
  3. A new form of experiential Materialism: Materialism is reinvented, and becomes experiential that way. 83% want to live a unique experience. They want a blend of physical and digital. Phygital in the stores is key. In addition, although they are connected to virtual friends on social media, they want to do things physically with others. The motto is being able to share. 58% enjoy doing things they can share with others  (Gucci Hub is a good illustration  https://clubtoclub.it/en/venue/gucci-hub/). They also praise products that are parodies and collaborations based on fun (Supreme x LV).
  4. Engagement with concrete, day-to-day actions and personal involvement.  They would fight for gender and ethnicity equality. It is the generation who talks loud (Génération sans bâillon), #metoo. 68% try to stick to a more ecological lifestyle. 59% try to live in great harmony with nature.
  5. Protecting Mental Health: GenZ is in a quest for better personal relief. The motto is feeling good with myself. 80% of GenZ women believe  that real beauty is to be truly oneself. It is the first generation of women confortable with their bodies (59% feel good with their body). They really appreciate diversity on the catwalk, including showing handicap and skin diseases like vitiligo (beautiful Winnie Harlow). They are also aware that overexposure to social media is a danger to their mental health. Particularly in China where AI is a political engagement, 40% of GenZ are concerned about self-protection. Detox, Me me me, and hyper-personalisation are trends born on these grounds.

Luxe Pack Monaco 2017: tradition and innovation

EDHEC BBA students visited Luxe Pack Monaco today, the occasion to discover and comment packaging innovations in different sectors, like Fragrances and Cosmetics or Wine and Spirits (read the comments they make to this post). This year, two new spaces provide a source of inspiration.

First, a “Living Heritage Hub” is dedicated to the best craftsmen in France (Entreprises du Patrimoine Vivant) with Ephtée, Maison Fey, Crézé, Fonderie d’Art Macheret, Atelier Philippe Martial and Cristallerie Saint-Paul, all compagnies having in common excellence and traditional manufacturing.

Second, a multisensorial space proposes an immersive experience “Test your senses” in partnership with Mat&Sens. The space is organized around four major trends in luxury (source S.Truchi, IFOP) and their translation into emotions, sensations and packaging materials that we can touch:

  • Engagement with brands that truly commit, which leads to revisit The Nature through vegetal moss, mushrooms, sand, and wood composite
  • The reign of Singularity and self-expression with materials such as 3D textile or mix of acrylic and metal
  • Non-conformity and opposition to social codes and social expectations, translated through unusal materials such as cow stomach or ray skin
  • A New Vision of Time, a slow-time which allows consumers to enjoy the moment, through bamboo silk and translucent alabaster

Among the many conferences which were organized this year,  the conference “Creative Packaging for a drinking experience beyond the ordinary” explained the process leading to the launch of DIAGEO’s Tanqueray Gin Cage, an amazing bottle much discussed by students (read comments below).

EDHEC at Luxe Pack Monaco 2016 in green

In Monaco from September 21st to September 23rd, Luxe Pack showcased all new trends in the sector of luxury packaging. Luxe Pack trend observers identified three major trends shaping the sector this year:

  • Frugality, illustrated by sober packagings in neutral colors, creating a sense of serenity (eg. Carven, L’eau intense)
  • Compulsive, illustrated by vibrant packagings in bright colours, creating a sense of happyness (eg. Nina Ricci Pop)
  • Imprint, illustrated by sophisticated packagings that play on contrasts and reliefs, appealing to nostalgia and culture. (eg. Mumm bottle and its red cord embedded in the glass)

Eco-consciousness is still present, as a macro-trend that cross frontiers, generations and sectors. This year, Luxe Pack Monaco awarded Bormioli Luigi Glass Maker for its eco-jars, lighter by 50%, and that cut CO2 emissions by 60% (by comparison to jars of equal capacity). What other initiatives did attract your attention and why? For those who could not attend, you might find interesting examples at http://www.luxepack.com/ or shade light on a green initiative you find relevant.