Post show Report: Transforming a Beautiful Vision into Visionary Beauty Packaging:
Four lessons from Paris Packaging Week 2025
Paris (Feb. 2025) – This month MM Packaging Beauty & Personal Care attended Paris Packaging Week 2025 with the Innovation and Moulded Pulp teams. MM experts used the opportunity to engage with customers, track local and global consumer trends, and exchange insights with industry insiders. Four key packaging aspects were particularly prominent this year: recyclability, novelty, availability, and appeal.
Lesson 1: Recyclability and Eye-catching Design Can Go Hand in Hand
The interest in recyclable packaging was higher than ever this year. Customers are looking for more ways to leverage their packaging purchase toward attaining ESG commitments – and to do so without compromising on packaging’s shelf appeal. Recyclability belongs to the core benefits of MM Packaging’s new Re*Flect finishing effects.
The techniques in MM Packaging’s Re*Flect portfolio of more sustainable metallic effects are there to dispense layers of Metalized PET. Some of them are even incorporating cartonboard surfaces into the final design, which additionally improves the packaging’s sortability at recycling centers. This in turn enhances the CEPI (Confederation of European Paper Industries) recyclability rating to a “Best in Class” result in “suitable for standard mill recycling”.
Lesson 2: Innovation Delivers Novelty
Booth visitors responded enthusiastically to the new range of novel designs that MM’s Moulded Pulp makes possible. Moulded Pulp can be formed to cradle luxury perfume, lipstick, creams and more in unique shapes that enhance overall consumer experience. Made from wood fibre, Moulded Pulp is renewable, recyclable and compostable – opening new avenues for beauty companies to reduce the plastic content of their packaging.
Lesson 3: Availability – Beauty Packaging Should Be Available from Multiple Locations
One thing booth visitors found surprising at Paris Packaging Week was the scale of MM’s production capabilities and operational network. MM can supply customer around the globe from Poland and France. This was a reassuring message for customers who give security of supply a high rating among factors influencing their choice of supplier.
Lesson 4: Function and Fashion are the Parents of Appeal
Customers and consumers want something that works and that looks good doing so. In terms of function, finishing effects like Re*Flect translate into smart, recyclable packaging solutions that work toward industry improvements like the fibre-packaging consortium 4evergreen’s goal to recycle 90% of in-scope packaging by 2030. When it comes to fashion, MMPs finishing effects, paired with moulded pulp insets helps make packaging look good, feel good to handle, and offer a user-friendly experience.
Conclusion
In addition to the packaging portfolio, the hard work and dedication of the entire MM Packaging Beauty & Personal Care team were on full display in Paris. Booth engagements strengthened existing relationships with customers and opened doors for new possibilities in the world of beauty and personal care packaging. In summary, the venue presented a promising outlook for one of MM Packaging’s core markets.
