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Article | April 30, 1998
Packaging power prominent at HBA Global Expo '98
The power of packaging in marketing cosmetics and personal care products will be a major theme at this year's HBA Global Expo '98, June 8 to 10 at New York's Jacob Javits Convention Center.
The dominant role of packaging for the successful marketing of cosmetics and personal care products was strongly demonstrated at last year's HBA Global Expo. Over half of all exhibitors were either manufacturers of packaging products or contract packaging companies. In planning HBA Global Expo '98 this emphasis on packaging is even more pronounced according to Jack Gonzalez show manager at sponsor Miller Freeman (New York NY). "The packaging and private-labeling sectors of this show have been growing steadily during the past five years" he says. "Based on feedback from our exhibitors and attendees we felt it was time that prestige/luxury packaging receive its own special emphasis." When HBA Global Expo '98 opens June 8 a special "Prestige Packaging" section of exhibits will be grouped together on the show floor. The show runs June 8 to 10 at New York City's Jacob Javits Convention Center. Altogether HBA '98's exhibit space has been completely reserved by 325 companies a 10% increase in space from '97. More than 10 cosmetics and beauty professionals are expected to attend not only from the U.S. but also from Europe Canada and Latin America. In addition says Gonzalez the HBA Educational Conference Program adds a new packaging "track" to the long-established marketing and technical tracks. The packaging track includes three sessions on Monday June 8 and a tutorial packaging design presentation and roundtable discussion is planned for Tuesday June 9. On Monday at 9 a.m. the packaging conference program begins with a discussion of Packaging decoration: The best your product can look. Panelists for this session include: Tom Cramer Chroma Corp.; Richard Sugerman Providence Metallizing Co.; Ric Hurst Interbrand Gerstman+Meyers; and Eugene Engle Permanent Label Corp. At 12:30 p.m. the packaging focus shifts to Labeling: Moving the consumer to a purchase decision. Leading this discussion of new labeling techniques will be the following panelists: Gus Davis Gryphon Development L.P.; Chris Hagler Sonoco Products Co.; Erica Root Cikanek Avery Dennison/Fasson; and Barbara Drillings Seal-It Inc. A wide-ranging look at the importance of Dispensing is scheduled for 3 to 5 p.m. on Monday. Presenters include Jay Bienstock JB Associates; Kyra Bieling Exxel Container; Bruce Mueller Seaquist Closures; Vincent Raby Risdon Corp.; and Jean-Marie Dulery Europlastex. The tutorial session begins at 9 a.m. on Tuesday. Entitled Using the package to sell your product the tutorial focuses on package design and includes presentations and a roundtable discussion. Participants include Jim Wagner Cosmetic & Personal Care Packaging; Ben Kotyuk Ben Inc.; Phyllis Aragaki Desgrippes Gobe; Dieter Bakic Dieter Bakic Enterprises; and Michelle Albright Nahum Elizabeth Arden. "The conference program is always designed to provide the most up-to-date information to our diverse and growing number of attendees" says Dr. Robert Grayson director of HBA educational programming. "Adding the packaging track gives attendees more options to learn about specific packaging issues that are critical to their business success." Complete information about the show is available on the HBA web site at www.hbaexpo.com. A list of packaging-related exhibitors and booth assignments supplied by Miller Freeman follows.
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