The twenty-fifth edition of the largest international event dedicated to packaging for the aerosol, cosmetics, and luxury beverage industries broke attendance records on February 5 and 6. LUXUS PLUS, once again a partner of the show, was on hand for the rich program of conferences.
A twenty-fifth edition that “wrapped up” everyone!
Held at Porte de Versailles on February 5 and 6, Paris Packaging Week, once again in partnership with LUXUS PLUS, reinforced its position as the largest international event dedicated to packaging for the aerosol, cosmetics, and luxury beverage industries.
New record
A new record was set to mark this quarter-century milestone in style.
14,442 unique visitors, 15% more than at the previous edition, attended the event held in Hall 1 of Paris Expo Porte de Versailles.
In total, 20,462 participants attended, including 915 exhibitors, 213 speakers, and professionals from 87 countries, confirming the event’s “international scope.”
The wealth of regulatory news, namely the PPWR (Packaging and Packaging Waste Regulation), the European Union regulation adopted in 2024 aimed at reducing the environmental impact of packaging throughout its life cycle, certainly has the potential to mobilize professionals.
A turning point
“This 25th edition marks a turning point. It reflects the maturity of the sector and the community’s ability to mobilize around concrete and operational issues,” emphasizes Noura Moussa, Marketing Director of Paris Packaging Week.
This “turning point” was symbolically marked by the launch of the Gala des Innovation Awards, held on the eve of the show, during the evening of February 4, at the Pavillon Vendôme. This event brought together for the first time all the different areas of the show (ADF for aerosol solutions and dispensing systems; PCD for the cosmetics and perfume sectors; PLD for premium and luxury beverages, and Packaging Première for luxury products: fashion, watches and jewelry, fine foods, etc.), represented by more than 320 professionals, in a single celebration.
This event highlighted “the innovation and expertise of the entire industry” through 34 award-winning innovations.
Reflecting this shift, the show inaugurated the Refill & Reuse Zone, a new section dedicated to refillable, reusable, and circular packaging, the result of a partnership with the New European Reuse Alliance (New ERA). Among the dozen or so exhibitors, Hyléance Beauté presented Pure Twist, a refillable solid deodorant tube that limits plastic waste to 2 mg, while Naturinov unveiled Zerooo, a complete reuse model for cosmetic containers, from deposit to recirculation.
LUXUS PLUS, partner
Beyond the many meetings and exchanges that took place during this edition, Paris Packaging Week 2026 provided an opportunity to take a step back and reflect on the sector’s strategy, with no less than 58 hours of conferences (150 in total!).
LUXUS PLUS took part in two conferences moderated by its publishing director, Claire Domergue.
During the first, entitled “The Luxury Market: New Profiles, New Expectations,” Rémy Oudghiri, CEO of Sociovision (IFOP Group), presented the results of an exclusive study co-authored with LUXUS PLUS.
The second, a round table dedicated to responsible innovation, gave Vitalie Taittinger, the eponymous president of the champagne house featured on the cover of our latest print issue of LUXUS Magazine, the opportunity to share her inspiring approach to the subject.
Other notable speakers included Kelly Massol, founder and CEO of Les Secrets de Loly, who shared her experience of the challenges faced by young brands in accessing suitable packaging solutions, and Jacques Playe, global director of packaging and product development at L’Oréal, who spoke about the changes currently taking place in the sector.
Best in innovation and young talent
Finally, the event was punctuated by key moments celebrating the best in innovation and highlighting new talent.
With an exhibition of the Top 100 award-winning packs and presentations by major brands (The LEGO Group, Google, Diageo, and Samsung Electronics), the Pentawards Festival offered an insight into “the best of international packaging design” with “an inspiring and forward-looking interpretation of brand design.”
Several competitions and educational projects, developed in close collaboration with industry players, finally made it possible to involve the younger generation in the event.
As part of the Concours Emballé 5.0 competition, run in conjunction with the French National Packaging Council, 40 projects dedicated to the eco-design of packaging solutions suitable for seniors were presented at the show and put to a public vote. The “Taille ta crème” project, a solid tinted cream that can be cut to size, was awarded a prize by the ESEPAC Résonances competition. Meanwhile, projects from the Évreux University Institute of Technology, in line with PPWR 2030 regulations, highlighted a Reduce First mascara with reduced mass and increased capacity.
Future prospects
Finally, Paris Packaging also helped prepare for the near future by previewing the second edition of the Perspectives 2026 trend book, entitled Cool & Conscious. This is an inspiring collection of contributions from designers, scientists, engineers, and executives on topics such as “the psychology of desire, minimalism, and the impact of reuse on consumer perception.”
“Packaging is no longer just an object. It is becoming a social experience,” emphasized Wendy Annonay, Vice President of Packaging Development and Operations at Huda Beauty, who focused on the influence of Gen Z culture.
For Josh Brooks, director of Paris Packaging Week, “this 25th edition will remain a benchmark. It opens a new chapter.”
It is up to its organizer, the Easyfairs group, to write the next chapter in the story, making it as attractive as the packaging it showcases. The next edition will be held on February 3 and 4, 2027, once again at Paris Expo Porte de Versailles.
Read also > Vitalie Taittinger and IFOP Group on stage at Paris Packaging Week
Featured photo: © Paris Packaging Week
