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Packaging & design

“The next Packaging Innovations show in Birmingham is set to be the biggest and busiest to date,” James Drake-Brockman, Easyfairs

James Drake-Brockman, Divisional Director of Packaging Innovations, Empack and Label&Print, the UK’s most renowned packaging shows, talks to Premium Beauty News about plans for the event’s highly anticipated return to Birmingham’s NEC on 28 February and 1 March 2018 [1].

James Drake-Brockman, Divisional Director of Packaging Innovations

James Drake-Brockman, Divisional Director of Packaging Innovations

Premium Beauty News - How many exhibitors do you expect for this new edition of Packaging Innovations?

James Drake-Brockman - We already have over 300 exhibitors signed up, ranging from major names through to the smaller, more niche specialists. This, along with the 6,000+ decision makers in attendance, means the show is set to be the biggest and busiest to date.

As the industry leader, we continuously strive to better our offerings each year. Visitors to the 2018 show will see that we have an even greater representation from right across the packaging supply chain and our strongest attendance from the leading packaging designers, so there really is something for everyone.

Premium Beauty News - What about international exhibitors?

James Drake-Brockman - As the show continues to grow, we are seeing more and more international brands wanting to be involved. This year we expect international suppliers to make up around 28% of the showfloor. This is really exciting, not only because it has allowed us to expand our showfloor, but also add to the fantastic names we already had signed up. We work very hard to attract the right calibre of exhibitor to the show, and we always make sure that any global suppliers who show an interest will be relevant to our visitor base.

Premium Beauty News -. What are the most dynamic sectors?

James Drake-Brockman - Sustainability is a huge talking point for the industry at the moment and it is set to be a big focus at the show - we have the Ecopack area, Ecopack Stage and Ecopack Challenge all dedicated to the issue.

We launched Ecopack back in 2008, when we first identified sustainability as becoming one of the biggest challenges facing the packaging industry. Ten years later, the issue of sustainability is more prolific than ever, and our dedicated Ecopack Stage is packed full of educational content designed to advise on how companies can, not only survive, but thrive in an eco-conscious market. We are thrilled to have major names, such as Innocent, Coop and TerraCycle on board. It really is not to be missed.

The Ecopack Challenge is also returning by popular demand and will offer companies that are creating innovative and sustainable products the chance to win the opportunity to discuss its idea with experts at Marks & Spencer. The session will be a Dragons’ Den style competition, as the four shortlisted companies demonstrate why they should be crowned champion in front of an expert panel and interactive audience.

For those looking for inspiration for their packaging, we also have the Pentawards Winners Exhibit returning for 2018. The display will feature the most cutting-edge packaging design from around the world, giving visitors the unique opportunity to get hands on with the best and most creative packaging designs from the last year.

In addition to this, we will see new products and innovations launched across the board over the course of the two-days, with over 100 new products being unveiled live on the showfloor.

Premium Beauty News - What are the main novelties at this year’s event?

James Drake-Brockman - I’ve already mentioned some of the fantastic features that we will be welcoming to the show this year, including the return of the Pentawards Winners Exhibit and the highly anticipated Ecopack Challenge.

New for 2018 will be the Innovation Zone - a brand-new area that will showcase the ten most innovative exhibitor products, as well as a selection of new technologies and solutions from non-exhibiting brands. This area has been designed to showcase the latest innovation from within the packaging industry, but also with the visitor in mind, allowing them to experience each product first hand.

Also new to the show is The Sustainability Trail, which will highlight the suppliers that are offering solutions and services designed to drive more sustainable values. The feature will inform the brands and retailers in attendance of ways to take a more sustainable approach to their packaging, as well as showcasing the most appropriate stands to visit.

Premium Beauty News - What are the main current packaging trends for the beauty market?

James Drake-Brockman - The cosmetic packaging market is expected to be worth $31.4 billion by 2021, so it is an incredibly exciting time for the beauty industry. Our industry insight has also shown that sustainability is an increasing issue for the cosmetic packaging industry, with brands like L’Oréal and Dior announcing the launch of 100% recyclable packaging ranges. With this in mind, we have carefully curated a seminar programme that promises to feature educational content, first hand experiences and advice, all designed to inspire the beauty industry professionals in attendance.

The industry will take centre stage at the Industry Forum Theatre, as part of the Beauty Forum, which offers a jam-packed schedule of talks from industry thought leaders. The programme will kick off with Imogen Matthews, Founder of Imogen Matthews Associates, who will be exploring the challenges facing brands in developing aspirational yet sustainable packaging. The Beauty Forum will also feature speakers from Floral Street, James Cropper and Curtis Packaging.

We’re also excited to see some major suppliers from the cosmetic and beauty packaging industry joining us for 2018. Hunter Luxury Packaging, Royston Labels, Continental Bottle Company Ltd, Burgopak and Quadpack are just a few of the big brands who will be offering solutions specifically for the beauty market at the show. Other industry names set to join us at the show include Avon, Baylis & Harding, Coty, John Frieda, Estee Lauder, Molton Brown, Jo Malone & Neal’s Yard.

Premium Beauty News - Packaging Innovations is launching its first edition in New York in September, alongside to PCD New York. Can you tell us more about the international development of the show?

James Drake-Brockman - We run almost 40 packaging focused events across the world and are always looking for new ways that we can serve our markets.

The combination of the success of ADF-PCD in New York and the fact that the upcoming Pentawards Gala is set to be held at The Guggenheim Museum made it an easy decision to launch Packaging Innovations in New York. It’s going to be a very special, intimate event and one that will mark an exciting new chapter for Packaging Innovations.

Because there is already an educated and advanced packaging market in the US, it means that a show like ours was always going to be welcomed with open arms. We are really excited about this launch event and feel confident that the show can help the region become better known as a packaging hub and reaffirm our position as the leading packaging portfolio in the world.

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