From inclusive packaging and AI to the PPWR – our Paris Packaging Week Report 2026

Paris Packaging Week 2026, which also included the Pentawards ceremony, once again impressively demonstrated the profound structural change currently taking place in the packaging industry. Anyone walking through the exhibition halls could see a clear common thread: packaging is becoming more sustainable, inclusive, technological, and emotional. Topics that were still considered niche just a few years ago are now key drivers of innovation.

This was particularly evident in the area of inclusive packaging design: designers, brands, and technology companies are increasingly focusing on how packaging can be made accessible to as many people as possible, regardless of vision, motor skills, or age. Digital technologies, especially artificial intelligence, are opening up completely new possibilities for analysis, design, and testing processes.

The European Union’s (EU) PPWR (Packaging and Packaging Waste Regulation) was the focus of attention on almost every stage. Manufacturers, brands, and suppliers are intensively searching for solutions to meet the upcoming requirements—various approaches were presented, ranging from refill systems and mono-materials to the increased use of post-consumer recycled (PCR) materials.

In addition to regulation and technology, the design experience continued to play an important role at the trade fair. Many brands are increasingly focusing on sensory-appealing, playful packaging concepts that stand out on the shelf and create an emotional connection with consumers.

The 25th anniversary edition of the leading trade fair for packaging design and innovation, held on February 5 and 6 at Paris Expo Porte de Versailles, attracted over 14,000 visitors – around 15 percent more than last year and a new record. A total of over 20,000 industry players, including 915 exhibitors and more than 200 speakers from 87 countries, took part in the event. We were also there live again.

In our detailed report on Paris Packaging Week 2026, we summarize the most important trends in the ADF, PCD, PLD, and Packaging Première sectors and use concrete examples to show which developments will shape the packaging industry in the coming years.

Inclusive packaging—why it matters

Inclusive packaging design was one of the most discussed topics at the trade fair. The approach is as simple as it is compelling: products should be usable by everyone, regardless of age, permanent physical limitations, or situational challenges, which also include “trivialities” such as poor lighting or having your hands full.

The relevance of this topic becomes clear in everyday life. Many types of packaging are difficult to open, contain information that is hard to read, or require a high level of fine motor skills. For people with limited hand strength, visual impairments, or cognitive disabilities, of whom there are millions in Europe alone, this can quickly become a real obstacle.

But inclusive packaging does not just mean accessibility for a small target group; rather, all consumers benefit from more legible information, intuitive opening mechanisms, and clear visual orientation systems.

More and more brands are building on such approaches. Many companies now recognize that inclusive packaging—apart from its social relevance—also brings economic benefits. Products that are easier to understand and use reach a larger target group and strengthen brand perception.

Particularly in the cosmetics and electronics industries, packaging concepts are currently emerging that combine ergonomics, information design, and digital technologies. Typical measures include tactile markings, clear typography, high-contrast color codes, and easy-to-open closures. As a result, inclusive design is increasingly becoming an integral part of modern packaging development, rather than just a “nice social extra.”

Inclusive packaging—why it matters

Inclusive packaging design was one of the most discussed topics at the trade fair. The approach is as simple as it is compelling: products should be usable by everyone, regardless of age, permanent physical limitations, or situational challenges, which also include “trivialities” such as poor lighting or having your hands full.

The relevance of this topic becomes clear in everyday life. Many types of packaging are difficult to open, contain information that is hard to read, or require a high level of fine motor skills. For people with limited hand strength, visual impairments, or cognitive disabilities, of whom there are millions in Europe alone, this can quickly become a real obstacle.

But inclusive packaging does not just mean accessibility for a small target group; rather, all consumers benefit from more legible information, intuitive opening mechanisms, and clear visual orientation systems.

More and more brands are building on such approaches. Many companies now recognize that inclusive packaging—apart from its social relevance—also brings economic benefits. Products that are easier to understand and use reach a larger target group and strengthen brand perception.

Particularly in the cosmetics and electronics industries, packaging concepts are currently emerging that combine ergonomics, information design, and digital technologies. Typical measures include tactile markings, clear typography, high-contrast color codes, and easy-to-open closures. As a result, inclusive design is increasingly becoming an integral part of modern packaging development, rather than just a “nice social extra.”

How designers can use AI as a tool for accessible packaging

Several presentations at Paris Packaging Week 2026, particularly those by Google and ADC, discussed the use of artificial intelligence in the design process. In the context of inclusive packaging in particular, AI offers new opportunities to systematically analyze user needs.

The best example is the simulation of visual impairments. With the help of AI-supported design tools, designers can test how packaging appears to people with color blindness or limited vision. Algorithms evaluate the readability, text structure, and visual weighting of information and provide concrete suggestions for improvement. Typographic features such as font sizes, line spacing, contrast values, color combinations, and information hierarchy can thus be optimized early on in the development phase. This can be particularly crucial for small packaging areas.

Another area of application is the ergonomic design of packaging. Digital simulations allow opening mechanisms or grip zones to be tested before physical prototypes are created. This enables designers to check how much force is required to open the packaging or how intuitively a closure works.

AI also enables the evaluation of large amounts of user feedback and test data. When thousands of interactions are analyzed, patterns can be identified that would hardly be visible in classic usability tests.

Important: AI design tools are helpful, but they do not replace the human perspective. Successful inclusive packaging requires a combination of design expertise, user research, and technological support.

PPWR remains THE central topic

In addition to design and technology issues, PPWR once again dominated discussions at the trade fair. Hardly any presentation failed to mention the new EU Packaging Regulation. In the coming years, it will have a decisive influence on how packaging is developed, produced, and recycled.

Among other things, PPWR sets stricter requirements for recyclability, recycled content, and reuse systems. In addition, packaging waste is to be reduced and material cycles closed. You can find out more about the successful implementation of the Packaging and Packaging Waste Regulation here (link to the PPWR landing page).

Many companies now see the regulation not only as a challenge, but also as a driver of innovation. New packaging concepts often arise directly from the question: How can my product be designed to meet future legal requirements? Three possible answers or solutions were presented in various forms at the trade fair: refill, monomaterial, and upcycling.

Refill trend

Refill systems are on the rise. The basic principle is simple: consumers keep durable primary packaging and only buy refill solutions, such as bags, cartridges, or concentrates. This significantly reduces material consumption and packaging waste.

More and more brands are developing corresponding concepts. Many are focusing on modular designs in which individual components can be easily replaced. At the same time, the design of the refill packaging itself is also gaining in importance. It must be functional, transportable, and as resource-efficient as possible.

The cosmetics industry is particularly active in this area, with numerous new solutions currently being developed. One example is the refillable packaging for Guerlain’s Orchidée Impériale skincare range, whose refill system won an award at the PCD Innovation Awards. The refill solution combines glass with a dome structure made of cellulose fibers, significantly reducing material consumption.

Unilever presented a new concept for hair care products with the Nexxus Promend Oil Resurrection Refill. Only the inner container is replaced, while the high-quality glass jar remains intact.

What is generally striking about the refill trend is that sustainability is increasingly being combined with high-quality design and brand staging. And the PPWR is giving it additional momentum, as reuse systems will be promoted more strongly in the future.

Monomaterial and PCR

Monomaterial packaging was also present at Paris Packaging Week. It consists of only one type of material and is therefore much easier to recycle than complex multi-layer solutions. Many companies are working to replace existing laminate structures with recyclable alternatives, especially in flexible packaging.

In addition, the importance of post-consumer recycled material is increasing. PCR materials come from packaging that has already been used and recycled. Their use reduces the need for new plastic and helps to establish closed material cycles. One example from the perfume industry is the new bottle variant from Boss Bottled, which is made partly from recycled glass and has also been designed as a refillable system.

The major challenge with regard to monomaterial and PCR packaging is to effectively combine technical requirements, product protection, and recyclability.

Upcycling

In addition to traditional recycling, upcycling is also becoming more of a focus in the packaging industry. This involves not only reusing materials, but also transforming them into products with higher value or new functions. Some brands, for example, use production residues from glass or metal to develop decorative elements or limited editions. Upcycling is not only understood as a technical solution, but also serves as a communicative element in brand identity, as part of the brand’s own story.

Sensory appealing and “playful” packaging designs

Yes, the PPWR is increasingly guiding our industry, but sustainability is not and will not remain everything, as an impressive design trend at the trade fair made clear: packaging should increasingly be “experiential.” Many brands are focusing on unusual textures, embossed surfaces, or interactive elements. The aim is to make products stand out on the shelf while creating an emotional unboxing experience.

Haptic properties play a central role, especially in the beauty and luxury segment. Soft-touch coatings, textured labels, or embossed cardboard surfaces turn packaging into multisensory objects. One example of this is the Libre Vanille Couture perfume project, in which the surface of the bottle mimics the drape of a fabric dress—the design was achieved using laser structuring in the glass.

The trend can be described as a kind of “playful functionality”: packaging remains sustainable and functional, but at the same time offers little moments of surprise.

Innovations in the four sectors ADF, PCD, PLD, and Packaging Première

Paris Packaging Week brings together four specialized areas under one roof: ADF (aerosols/dispensers), PCD (cosmetics/perfume), PLD (premium beverages), and Packaging Première (luxury packaging). Below, we present several innovations from each segment that were showcased at the trade show.

ADF (Aerosol & Dispensing Forum): Precise and efficient dosing techniques

The ADF sector focused primarily on innovations related to valves, pumps, and spray systems. One important trend is the development of more precise dosing systems that reduce product consumption while improving the user experience. New valve technologies, for example, enable more consistent spray performance throughout the life of a product.

Alternative materials for aerosol packaging are also gaining in importance. Some manufacturers presented recyclable plastic aerosol cans that can replace traditional metal packaging. In addition, many companies are working on solutions that enable the use of compressed air or nitrogen as propellants to reduce the use of traditional aerosol propellants.

Digital technologies are also finding their way into the market: various companies are working on smart dispensing systems that are capable of measuring consumption or providing product information.

It is amazing how even small components such as valves or actuators can determine the sustainability and performance of a product.

PCD (Packaging of Perfume, Cosmetics & Design): “Skinification” and aesthetic sustainability

The focus in the PCD sector was on two key trends: ‘skinification’ and the combination of sustainability with premium design. A brief explanation of the term “skinification”: many cosmetics brands are now transferring ingredients and care concepts from skin care to other categories, such as hair and body care. Packaging must visually support this scientifically based positioning.

At the same time, the demand for aesthetic sustainability is growing. Brands want to use sustainable materials without sacrificing a sophisticated look. Glass, aluminum, and first-class mono-material solutions play an important role here. Numerous designs combine minimalism with high-quality details such as fine embossing, transparent materials, or subtle color accents. Sustainability is thus not only implemented functionally, but also becomes part of the brand’s aesthetic.

Numerous projects were honored at the Innovation Awards, including L’Oréal’s Pradascope Mascara, which features innovative brush geometry and particularly luxurious packaging design. Technical precision and high-quality material aesthetics are also combined in the packaging of Darphin’s Stimulskin Plus Cream Jar. These examples clearly show how strongly beauty packaging moves between scientific functionality and emotional design.

PLD (Packaging of Premium & Luxury Drinks): Material storytelling and technically outstanding glass

Innovations in the PLD sector show how important packaging is for the storytelling of beverage brands. At the trade fair, we noticed new glass bottle designs with embossed surfaces or unusual shapes. Many manufacturers are experimenting with relief structures, engravings, or asymmetrical geometries to give their products a high degree of recognizability.

Some brands are also focusing on material storytelling. They specifically incorporate the origin of raw materials, recycled content, or traditional manufacturing processes into their designs. Technologically, several manufacturers impressed with extremely lightweight glass bottles that still offer high stability. In doing so, they combine premium aesthetics with reduced material usage.

Perhaps the most fascinating packaging was presented by Grey Goose for Altius vodka: the extremely tall and slender silhouette of the glass bottle required precise thermal controls to maintain structural integrity and marks the limits of what is possible in glass forming.

Another extremely successful example of innovation in the PLD segment is the Veuve Clicquot Cooler: packaging that can also be used as a cooling container for champagne bottles, thus combining packaging and product function.

Packaging Première (luxury): Design excellence and the “no-pack” philosophy

The Packaging Première division focused on luxury packaging for fashion, jewelry, watches, and fine foods. A key trend in this segment is the “no-pack” or “less-pack” philosophy. Many brands are reducing packaging layers and instead focusing on high-quality materials and precise construction. Design excellence is achieved through details such as magnetic closures, perfectly folded cardboard structures, or innovative paper materials.

At the trade fair, for example, we saw packaging made of high-quality cardboard or paper that is constructed without adhesives or additional materials. This makes it easier to recycle. However, craftsmanship remains an important part of luxury packaging. Ultimately, it is about cleverly combining craftsmanship aesthetics and modern production technology to create packaging that is sustainable, functional, and luxurious.

Summary and conclusion

During our visit to Paris Packaging Week 2026, we once again saw how versatile and dynamic the packaging industry is becoming. Inclusive design, AI-supported design processes, and the requirements of the PPWR are increasingly shaping the strategic decisions of many companies. Trends such as refill systems, mono-material solutions, and upcycling show that sustainability is increasingly becoming the basis for innovation. However, in addition to technical and regulatory developments, the emotional packaging experience remains important. Sensory designs, high-quality materials, and creative design ensure that products stand out on the shelf. The trade fair made one thing clear above all else: that the future of packaging lies in the combination of sustainability, technology, and design quality. Holistic is the magic word, which, incidentally, also perfectly reflects the approach of our packaging design agency.