Back Sustainability, responsibility and evolving consumer sensibilities emerge as key themes

ADF&PCD and PLD Paris 2020, the dedicated event for the aerosol, dispensing, perfume, luxury drinks & cosmetic packaging community, completed its most successful edition to date last week, attracting 650 exhibitors and 10,000+ attendees over two days. In addition, 90% of exhibitors reserved stand space for ADF&PCD and PLD Paris 2021 before the show had closed its doors, with many increasing the size of their stands.


The event brought together the most innovative packaging suppliers, including 141 new exhibitors, with the most influential packaging designers, buyers and specifiers in an environment that was carefully curated to maximise the opportunities for the market to learn, source, network and gain inspiration. Key highlights of the event included the launch of PLD (Packaging of Premium & Luxury Drinks); an interactive conference programme across four theatres, featuring speakers from the world’s top brands; creative inspiration through galleries of artists and the world’s best packaging design; plus the ever-popular ADF&PCD Awards, guided tours and much more.


As a result, ADF&PCD and PLD Paris proved itself to be the key packaging event of the year for doing business for the world’s top beauty, drinks and FMCG brands, with companies such as L'Oréal, Martell Mumm Perrier Jouet, Chanel, LVMH, Coty, Unilever, Procter & Gamble, Remy Cointreau and many more sending full teams of packaging decision-makers across design, marketing, packaging technology, purchasing and R&D to the event.


The Pentawards Winners’ Exhibit returned to showcase the winners from the 2019 competition and determine this year’s People Choice Winner. The visitors at the event had the opportunity to vote for their favourite pack.



2019 People‘s Choice Winner:

Stonebrick by Established, USA



So what were the key themes emerging from the show?


Reduce, Reuse, Recycle… Rethink?

Debates around the circular economy took new and sometimes unexpected turns. Some advocated incremental refinements to the ‘reduce, reuse, recycle’ mantra. Suggestions included placing greater emphasis on bioplastics, carbon offsetting, the switch to chemical recycling of plastics, as well as focus on factors such as lightweight and mono-material design. Others put forward more radical solutions in reinventing how the sector can address the waste issue.

Nicolas Moufflet of Lys Packaging, suggested the time has come to shift responsibility to plants. He wants to see brands reconfigure packaging strategies to plant-based materials, coupled with nationally mandated domestic composting strategies. Monique Large of Pollen Consulting recommended the beauty sector looks seriously at decarbonisation, the process of removing carbon from the air and capturing it in products and, potentially, packaging.


Responsibility – from all

The court of public opinion loomed large over the event as businesses, especially those in the luxury space, face the challenge of balancing performance with sustainability. A recurring theme was that all stakeholders, including governments and consumers, must take collective responsibility for tackling the challenge of waste.

Brands have often been spurred into action by consumer demands. Jeb Gleason-Allured, the editor of Global Cosmetics Industry, cautions that consumers will soon judge the sustainability of packaging in a similar way to the sustainability of ingredients. However, he goes on to suggest brands that get it right will reap the benefits, as evidenced by the positive sentiment around Naked by Lush.

Carole Carpentier of NGO Progrès et Enviro went one step further and challenged businesses working in the cosmetics and drinks sectors to help cast the mirror back on damaging consumer behaviours. She calls on brands to step up and support its ‘Gestes Propres’ anti-littering campaign in France.


Evolving design sensibilities

Jon Davies of design agency Butterfly Cannon suggests the cultural dial has swung to ‘counter-signalling’. In practical terms, this favours inclusivity over exclusivity, non-binary over binary and minimalism over ostentation. He argues consumer tastes have shifted away from conspicuous consumption to fun and, again, sustainability.

These trends could be seen across the exhibition halls, as well as in many of the winning entries for this year’s ADF&PCD Awards. In the ADF Awards, Kao Biore U Foam Stamp Hand Wash was the clear winner in the personal care category. Designed to encourage children to wash their hands, it not only produces foam in shapes such as a flower, aeroplane, or footprint – it’s also refillable. The latter use case also featured in multiple winning products aimed at adults, including YSL’s Serum Reboot Refillable Pureshot, which took home the trophy for the premium skincare category in the PCD Awards. For more information on all the winners of this year’s ADF and PCD Awards, please click here.


Welcoming PLD

This year saw the inaugural PLD (Packaging of Premium & Luxury Drinks) event, which attracted full teams from the likes of Martell Mumm Perrier Jouet, Remy Cointreau and others. The new PLD Talks theatre hosted a number of keynotes, including the public unveiling of Camus’ digital platform for hyper-personalised spirits packages. The approach blends technology with an ecosystem of craftspeople to offer exclusive runs of ‘made to measure’ packages for high-end customers – and at scale.

Elsewhere, PLD Talks emphasised the significant crossovers between the premium spirits and fragrances markets. As James Hartigan of Contagious noted, each is a mix of humble ingredients, which through the application of arts and science become much more than the sum of their parts. A number of sessions looked at exactly how each segment informs the other, as the event seeks to enable the cross-fertilisation of ideas and best practice across each of the segments it serves.


PLD Talk speaker line up

James Hartigan, Head of Packaging, Contagious


Sebastien Ehret, CEO, Servaire & Co


Steve Honour, Design and Visual Identity Leader, Innovation, Europe & Africa, Diageo

Gerald Galdini, Co-founder, Partisan du sens & Hélène Grandjean, Strategic Brand Expert 


Jon Davies, Co-founder, Butterfly Cannon


Dates for ADF&PCD and PLD Paris 2021 have been confirmed as 20-21 January 2021. For more information visit www.adfpcdparis.com