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Avery Dennison invites you to rethink responsible luxury

Avery Dennison, a leader in materials science and digital identification solutions, will showcase at Paris Packaging Week 2023 its new premium and sustainable label materials and digital innovations for connected labels.

On January 25 and 26, 2023, at the Porte de Versailles exhibition center, visitors will be invited to discover the crucial role that a product label can play in the luxury sector's eco-friendly journey, which involves using sustainable materials without compromising the aesthetics, refinement and elegance that consumers have come to expect from a luxury brand. Avery Dennison's digital identification solutions will feature technologies such as Near Field Communication (NFC). Used in luxury labeling, this short-range, contactless communication technology offers customers an interactive experience with the brand, directly from their smartphone.

High-end brands seeking to maintain their status in the luxury market are looking for new recycled and plastic-free materials, and are turning to innovative technologies to meet customers' wishes. They are becoming more environmentally responsible and opting for a more economical supply chain and transportation. ", says Vladimir Tyulpin, Market Segment Leader for Premium Packaging Solutions, Avery Dennison. " We are eager to prove to brands that it is possible to create a luxurious aesthetic with sustainable materials that not only reduce the environmental impact of labels, but also pave the way for connected products that can communicate a sustainable message. "

At the Avery Dennison booth, visitors will be able to embark on an interactive journey and discover the sustainable solutions available to all sectors in luxury packaging design. The program will feature immersive demonstrations, innovative prototypes for the food, beverage and beauty industries, and insightful perspectives on the impact of digital technologies on sustainability, leading to greater transparency, enriched consumer experiences, and a true bond of trust with the customer.

"Elements": immersive prototypes for luxury food, beverage and cosmetic brands

In partnership with Estal, Favini, Grafical, Luxoro-Kurz and O,nice! Design Studio, Avery Dennison has developed six "Element" prototypes to showcase its portfolios of premium, sustainable and safe products. They will be on display in their physical version at the booth, with the goal of raising awareness of environmental issues. The prototype labels will also be scannable for additional context, using Avery Dennison Smartrac digital identification solutions.

"Once Upon A Time": how to reinvent luxury brands in the face of stereotypes

On the Avery Dennison stand, the second experience is dedicated to the beauty sector. Straight out of a fairy tale, 'Once Upon A Time' highlights the imperative for brands to constantly evolve their approach to customers through design. In collaboration with Supperstudio, Kurz, Estal, Etiquel, Amorin, Etinsa and Egisa, seven prototypes were developed to reinterpret a traditional fairy tale in light of the social and inclusive issues of our time, such as ageism and the body positive movement.

Today, the luxury industry cannot exist in the physical world without a presence in the digital world. Moreover, in a recent Avery Dennison survey of 7,500 people worldwide, 43 % of cosmetics shoppers said that clear product provenance and journey was important to them, while more than a third (36 %) added that a brand's transparency about the composition of its products encouraged them to make more eco-friendly purchases.

NFC technology also allows brands to authenticate their products and thus fight against imitation and reproduction. A valuable asset in the beauty sector, where counterfeiting figures are among the highest in the world.

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