Luxury and PPWR: the Italian Institute of Packaging sets the guidelines for a €17 billion industry

From a brand perspective, Luca Amato, Head of Packaging Innovation and Quality at Dolce&Gabbana Beauty, began with an important distinction: speaking of packaging for luxury, rather than luxury packaging, acknowledges that packaging is not a separate element from the product, but an integral part of the experience through which consumers engage with the brand. Weight, materials, finishes and tactile sensations all contribute directly to the perception of quality. According to Amato, this is precisely where the industry’s greatest challenge lies: many of these defining characteristics are now in tension with the PPWR’s objectives of reducing packaging weight and optimising material use. The companies that succeed are those capable of preserving perceived value while embracing sustainability rather than resisting it. Amato also broadened the discussion to include corporate reputation, now one of the luxury industry’s most valuable assets. Engaging stakeholders is no longer limited to consumers – it also involves employees, investors and suppliers, in a context where ESG expectations are increasingly influencing business competitiveness. For this reason, he argued, the entire supply chain must work towards shared standards and common objectives. Events that bring together brands, suppliers, converters and material manufacturers are therefore becoming an increasingly important part of the innovation process.