Press release | Paris Packaging Week 2026: All eyes on PPWR as the countdown to Paris begins
Paris, 29/01/2026 – On 5 & 6 February 2026, Paris Packaging Week opens a new chapter, bringing the packaging industry together at a defining moment of transformation driven by the European Packaging and Packaging Waste Regulation (PPWR) and other major EU regulations.
With 930 exhibitors and more than 15,000 visitors expected from over 100 countries, Paris Packaging Week will unite the aerosol, beauty, premium drinks and luxury markets around the solutions, materials and ideas shaping the future of packaging. As the PPWR sets the course toward recyclable packaging placed on the EU market by 2030, the event offers a unique opportunity to explore how regulation is accelerating innovation, encouraging new design approaches and opening fresh paths for the next generation of sustainable packaging.
PPWR: Regulation as both challenge and opportunity
The PPWR will feature throughout the conference programme and exhibition spaces, as a central theme, offering a clear reading of ongoing changes in sustainability, next-generation materials, technological progress, AI and European regulatory developments.
“From our perspective, the PPWR is much more than a regulatory milestone. It is shaping the direction in which the entire industry is moving, accelerating transformations that are already underway,” underlines Claudio Rossi, Founder & CEO of Faenza Group (stand D54) who will exhibit the company’s latest innovation at the show.
As a result, one of the most visible innovation trends across the exhibition floor is the simplification of materials. The growing emphasis on lighter structures, mono-material solutions and easily separable components is pushing designers and manufacturers to rethink packaging architectures, making circularity far more attainable. The PPWR’s focus on mono-materiality is accelerating the shift toward simpler, more modular and more recyclable packaging designs. At the same time, the transition to renewable, certified materials and regenerative design is playing an increasingly important role.
This evolution will be reflected in the innovations showcased by exhibitors. Dahlinger (stand C50), with Diageo, will present the 100% recyclable, mono-material limited-edition packaging for Blair Athol 20yo, demonstrating that luxury and environmental responsibility can go hand in hand. Albéa Cosmetics & Fragrance (Stand H50) will present a new generation of packaging concepts combining sustainability and technical performance. Driven by the upcoming PPWR, Albéa’s latest developments include sustainable and creative makeup and skincare solutions aligned with future standards, such as refillable and mono-material stick packaging. Hyléance (Y210) will introduce PuRe Twist, a refillable stick for deodorants, sunscreens and other solid cosmetics that uses less than three grams of plastic, offering a simple and effective way to reduce waste. Fidèle Fillaud (Stand J122), will showcase its refillable pots, combining sustainable design with aesthetic appeal while meeting new European regulatory requirements.
Maxim Noak, Head of Global Quality and Compliance, RISSMANN Group about the new regulation: “The PPWR will lead the industry towards greater innovative momentum by motivating companies to develop creative, circular and environmentally friendly packaging solutions. This will strengthen environmental responsibility in national markets but also within the EU.”
Refill and Reuse: from alternative to industry standard
Refill and reuse will also emerge as defining themes of the 2026 edition, illustrating how circular thinking is reshaping packaging design and innovation. For the first time, visitors of the Paris Packaging Week will be able to explore the new Refill & Reuse Zone, a dedicated area highlighting sustainable innovation and circular packaging models responding directly to PPWR requirements. This space will showcase pioneers developing reusable systems, alternative materials and data-driven solutions designed to accelerate the transition toward circular packaging.
Among the exhibitors featured in this zone, Specright (stand Y212) and Reused Remade (stand W214) will present their latest developments. Specright offers intelligent Specification Data Management (SDM™) and modern PLM solutions, using AI to help brands turn product data into a competitive advantage, accelerate innovation, improve supply-chain performance and support sustainability goals.
Visitors will also discover concrete brand applications of refill and reuse strategies. Berlin Packaging will present FUTURefill, an innovative refill system designed to redefine sustainable beauty packaging for skincare and makeup emulsions. Smurfit Westrock (stand G50), in collaboration with Balenciaga, will showcase the outer packaging developed for the House’s new fragrance collection, including carton packs designed to house bottle refills that support a refillable fragrance concept while maintaining a premium aesthetic.
Through these examples, the Refill & Reuse Zone shows how regulation, innovation and brand identity are converging to shape the next generation of sustainable packaging solutions.
Circular Economy Stage: Regulation, materials and design — decoded by experts
With over 150 expert-led conferences, Paris Packaging Week 2026 will offer a rich and focused programme. Questions surrounding the new regulation will be central to the Circular Economy Stage, which will examine the European PPWR reform and its concrete implications for circularity, regulation and resource efficiency, with a particular focus on premium and luxury packaging. This stage will open on 5 February in the morning with a high-level conference examining the concrete impact of the PPWR across sectors.
Sévrine Pereira from Europen will open the session with a factual update on the current state of the regulation, outstanding uncertainties and next legislative steps. Antoine Salles from CNE (Conseil National de l’Emballage) will then address the importance of a harmonised framework and introduce the concept of Right Packaging, balancing environmental impact and product performance. Marco Scatto of the Istituto Italiano Imballaggio, will be focusing afterwards on luxury, cosmetics and spirits, and presenting practical guidelines for eco-design, materials and end-of-life management across the value chain. To close this high-level session, Vanessa Chesnot from FEVE (European Container Glass Federation) will demonstrate how glass packaging can reconcile circularity, creativity and premium positioning, while highlighting regulatory conditions needed to preserve innovation and competitiveness.
Angèle Soria, Packaging Materials Expert and President of AMPAC, France’s leading network of packaging engineers, particularly values the depth and efficiency of the conference sessions: “Keeping up with regulatory developments is extremely time-consuming, and attending a conference like this at a trade show really helps. In 45 minutes, I get a clear overview of the latest updates. It saves me a huge amount of time. And it’s professionals speaking information that has already been analysed, distilled and shared. It’s simply a different level than reading an article.”
Other highlights over the two days will include sessions featuring Jacques Playe, Vice President Packaging & Product Development, sharing L’Oréal’s vision of the strategic role of refill and reuse in response to new European requirements, alongside the panel Dreams, Material Realities: Biomaterials vs Traditional Plastics, examining the opportunities and limits of alternative materials in a regulatory context.
Discussions including Rethinking Luxury Codes: Circular Design, Transparency & Storytelling through Digital Innovation will further explore how brands are redefining luxury through circular design, traceability and digital tools.
Together these sessions will offer professionals a clear and nuanced understanding of how regulation, innovation and brand strategy must evolve hand in hand to shape the next generation of premium and luxury packaging.
The entire programme for the stage can be found online here: https://www.parispackagingweek.com/en/visit/talks/circular-economy-stage/
If you’d like to attend, please register for free here: Link
You can download the presskit here.
All exhibitor news can be found here: Link
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