Paris Packaging Week shines spotlight on future talent with Huda Beauty design contest


Paris Packaging Week is to offer its platform to the packaging sector’s brightest young creative talents once again in its annual design competition.

The contest is part of a collaboration between PCD – the exhibition of packaging innovation in the perfume and cosmetics industry, and one of four events running at Paris Packaging Week – and ESI REIMS, the French engineering school.

Students at ESI REIMS have been briefed to create a complete redesign of viral sensation Huda Beauty’s Easy Bake Loose Powder.

2024’s event, held on 17 & 18 January, marks the third time Huda Beauty – a social media powerhouse with over 50 million Instagram followers - has partnered with PCD for a design contest. 

The brief asks entrants to overhaul the primary and secondary packaging of the product with innovation and sustainability in mind, with the designs presented to a panel of packaging experts during Paris Packaging Week. The best design will meet Huda’s expectations in terms of its use of sustainable materials, with the winning entry being the one that helps the pack reduce its ecological impact through the use of recyclable or renewable materials. It also needs to propose innovative design concepts that meet functional requirements while adding aesthetic value.

The packs will also be judged against several other points in the brief, including automation, brand compatibility, user-friendliness, and more. The entries will be exhibited on ESI REIMS’ stand at Paris Packaging Week, with the winner receiving its award prior to the PCD Innovation Awards ceremony one the Circular Economy Stage. 

Wendy Annonay, Senior Director of Packaging Development and Global Sourcing, was delighted to renew the partnership for another year, saying, “It’s always a pleasure to have an opportunity to meet the talented students from ESI REIMS. My mission is to encourage innovation in the younger generation, but also to contribute to the evolution of our industry with fresh perspectives from new talent.

“The quality of the students’ projects and their enthusiasm when it comes to their innovations is what motivates us to renew this partnership every year,” he continued. “I’m committed to sharing the knowledge and experience I’ve gained from my role as a Senior Director of Packaging Development and Global Sourcing for Huda Beauty.”

Easy Bake Loose Powder is a fast-setting vegan-friendly powder that has developed a highly engaged community on TikTok, turning it into one of Huda’s best-selling products. Entrants therefore have the opportunity to see their designs adopted by one of the world’s most exciting, well-known cosmetics brands and products.

The contest marks another exciting addition to the Paris Packaging Week 2024 programme, which already features a packed show floor with 650 exhibitors and a two-day schedule of talks, networking events, and debates across its three conference stages.

It is made of four showcases, each running concurrently on the same show floor – in addition to PCD, it features ADF for the aerosol and dispensing industry, PLD for the premium drinks sector, and Packaging Première for the luxury market.

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