UPMCommunication Papers
Story | 05/03/2019 09:41:16 | 3 min Read time

Wrapped in Luxury - Eye-catching packaging helps retailers to stand out on the global luxury market

Loving the good life doesn’t have to come at the cost of the earth. Good things come in green packages for connoisseurs of luxury.

A luxury item such as a bottle of specialty wine or craft spirits makes an unforgettable gift – especially when it comes with an attractive custom label and gift box. Today’s luxury market is less about “what I own” than “who I am”, placing greater emphasis on creativity and uniqueness.

With the global luxury market predicted to reach EUR 295 billion in revenue by 2020, eye-catching packaging has become an effective way for retailers to stand out and deliver a compelling brand message.

In the new luxury mindset, packaging is no longer just a tool for delivering a product, but an effective way of translating brand value and creating a unique customer experience. Market research confirms that stand-out packaging establishes a clear competitive edge, increasing shelf attention by 31% and delivering a 5.5% average improvement in sales volume.[1]

The Perfect Package

For the perfect luxury package, retailers need look no further than UPM, an industry forerunner in innovative packaging solutions. UPM Raflatac’s extensive selection of high-performance labels is ideal for customizing products in demanding applications such as luxury foods and beverages. The sophisticated portfolio offered by UPM Communication Papers meanwhile offers a wide array of options for creating a unique unboxing experience. From UPM you can source both an appealing label for a special bottle of wine along with an exclusive gift box and elegant wrapping to go with it.

Luxury consumers have high expectations not only in terms of the look and feel of a product, but also with regard to ethical responsibility. Rising concern about climate change is driving many consumers, especially millennials, to embrace a green lifestyle as a personal happiness choice. Many regard sustainability as an integral part of a high-quality customer experience. A recent McKinsey study found that 55% of consumers are willing to pay 15% more for sustainable packaging.

With the “green luxury” trend catching on fast globally, here too UPM’s credentials are well ahead of the curve. UPM’s brand promise ‘UPM Biofore – Beyond fossils’ reflects UPM’s purpose to seize the limitless potential of bioeconomy and gives a long-term direction for the development of the industry and UPM as a company. Offering a responsible alterative to plastics, UPM’s renewable, wood-based raw materials are certifiably green and sourced from sustainably managed forests. All manufacturing processes are designed and controlled to minimize environmental impacts, waste, and usage of water and energy, and all UPM packaging solutions are fully recyclable.

Want to find out more? Come and meet us at Packaging Premiere, a selective exhibition dedicated to designers and manufacturers of luxury packaging. Both UPM Raflatac and UPM Communication Papers will be represented at the UPM stand. We look forward to seeing you in Milan at stand E102, May 28-30.


[1] thestarquadrant.com/wp-content/uploads/2018/05/nielsen-packaging-sells-white-paper.pdf