LUXE PACK LOS ANGELES • EVENT MARKETING
Repositioning and growing a declining, beauty-concentrated show through brand, design, and campaign work.
Role
Marketing Assistant
Timeline
Jan 2026 - March 2026
Team
LuxePack USA
Tool
Excel, Event Maker, Hubspot, Canva, Adobe Suite
+ 24.7%
Pre-registration YoY
+ 19.5%
Attendance YoY
01
Event
Overview
CONTEXT
LUXE PACK is a leading B2B trade show for luxury packaging. As one of two US marketing team members, I partnered with my mentor to grow registrations for the 2026 LA edition.
THE CHALLENGE
After 7 editions, LUXE PACK Los Angeles is well-established as the West Coast’s premium packaging event but faces positioning challenges due to:
-
Declining attendance (-17% YoY)
-
A diluted identity from co-location with MakeUp
-
Narrow sector focus (96% beauty) despite broader market potential
-
The indie brand ecosystem in LA is thriving, demanding flexibility from exhibitors
96%
Concentrated in beauty
52→29.5
NPS, satisfaction falling
Attendance YoY
▾ 17%
02
Lessons Learned
from 2025
Registrations had fallen 17% YoY. To grow them back, I diagnosed where the funnel was breaking, then set a goal for each gap. Three problems, three goals.
BRAND & POSITIONING
Brand
2025 PROBLEM
The current value proposition is misaligned with attendance need
2026 GOAL
→
Realign the value proposition and open it beyond beauty
Sold as global, all-sector premium. It delivered 96% beauty ( beauty-heavy) and NPS fell from 52 to 30 (exhibitor's less agile offer).
IDENTITY & NAVIGATION
Design
2025 PROBLEM
Diluted identity, and hard to navigate
Co-location with MakeUp dilutes the brand, and 84.9% of first-timers struggled to navigate the show.
2026 GOAL
→
One distinct identity that's easy to step into
AUDIENCE GROWTH
Campaign
2025 PROBLEM
Indie and emerging brands are the real growth engine
2026 GOAL
→
Win registrations back and grow the right audience
75% of registrants are indie / SME founders, not the legacy names the show was built around.
View the full 2025 analysis SWOT · MARKET · SURVEY · THE BIGGER OPPORTUNITY
▼
EXTERNAL & INTERNAL, SWOT ANALYSIS
External Analysis
U.S. packaging market by 2030
$254B
from ~$180B today
Indie beauty growth YoY
+15.7%
outpacing broader beauty sector at 9.9%
Consumers prioritising eco packaging
42%
recyclable & compostable preferred
Consumers prioritising eco packaging
42%
recyclable & compostable preferred
Internal Analysis
L.A. packaging sector 2021–2023
+28%
$8.2B revenue · 1,500+ active companies
Visitor NPS
29.5
52.2 in 2024 ↓↓
Different LP companies
1,153
1,213 in 2024 ↓
SME & startups
75.5%
vs 24.5% legacy brands
Brand conversion rate
≈51%
870 attended of 1,718 registered
Cosmetics focus
90%
Exhibitor market — beauty-heavy
POST-SHOW SURVEY
Visitor Survey Comments
↓
↓
Visitor NPS Summary
NPS halved (52 → 30) ↓↓
03
Realigned
the Positioning
BRAND
Solves · promise vs reality (96% beauty, NPS 52→30)
Our team rebuilt the value proposition, mission, and vision around indie and creative brands. This helps set a clear target audience, the direction every other move aimed at.
Positioning: Before
Current Value Proposition:
LUXE PACK is the globally renowned business-to-business trade show destination for packaging innovation, design, and trends across all premium industries. The newest addition, LUXE PACK Los Angeles, brings together the top primary and secondary packaging suppliers with today's growing and leading brands and retailers to facilitate all packaging projects. Supercharge your packaging development projects and forge invaluable connections at the highly anticipated West Coast industry event.
Current Mission:
LUXE PACK Los Angeles’s mission is to unite brands and innovative packaging manufacturers, igniting creativity, advancing sustainable practices, and providing a prestigious global stage for the industry’s most cutting-edge solutions. The event aims to facilitate packaging development projects, foster invaluable connections, and drive transformative change within the packaging industry.
Current Vision:
The vision is to serve as the premier business-to-business destination for packaging innovation, design, and trends across all industries—including beauty, skincare, wine & spirits, fine foods, and fashion—by inspiring distinctive packaging design, sustainability, and digital innovation. LUXE PACK Los Angeles aspires to be the leading platform where emerging and established brands can source creative, sustainable, and trend-setting packaging solutions that help them stand out in an evolving consumer landscape.
Positioning: After
New Value Proposition: Solution-driven value and business outcomes
LUXE PACK Los Angeles is the West Coast’s premier platform for creative brands to discover, customize, and source creative, sustainable packaging solutions. We connect forward-thinking makers with agile suppliers, foster a vibrant community that amplifies brand stories, and accelerate growth. Through a vibrant mix of exhibition, storytelling, and community experiences, the event empowers brands to stand out, scale responsibly, and connect with the people shaping tomorrow’s consumer landscape.
New Mission: Specify brands + respond to suppliers' pain point (flexibility)
To empower both legacy and emerging brands by providing unparalleled access to flexible, sustainable, and creative packaging solutions. LUXE PACK Los Angeles fosters a collaborative community where discovery meets business, enabling iconic leaders and new visionaries alike to drive the future of packaging innovation on the West Coast and beyond.
New Vision: From event to growth engine + full value chain delivery
To be the leading catalyst for brand growth—supporting both legacy icons and emerging disruptors—by reimagining how packaging inspires, connects, and sustains. LUXE PACK Los Angeles sets the standard for agility, eco-consciousness, and authentic storytelling in the global packaging industry.
THE SHIFT
From 2025
To 2026
AUDIENCE
All premium industries, leading brands
→
Creative brands, legacy and emerging
IDENTITY
A global premium destination
→
A West Coast creative community
VALUE
Facilitate packaging projects
→
Discover, customize, source, and grow
SUPPLIERS
Not addressed
→
Agile, flexible, low MOQs
ROLE
An event
→
A growth engine for brands
THE PURPOSE
Gave the sales team a target
Sales
A clear "who we're for" tells recruiting which exhibitors to chase and which to skip, and opens the pitch to new sectors like food and wellness.
Gave every channel one story
Marketing
Every channel now speaks to the same idea, creative, flexible, growth, so social, email, and web read consistent and reinforce each other.
Helped the right people select
External
Exhibitors see if it fits and what they gain. Visitors know what they'll find. Media & PR get a sharp, consistent line.
04
Unify the
visual system
DESIGN
Solves · diluted identity
A template system from scratch
There were no templates when I arrived. I designed and unified all visuals under @LUXEPACK_official.
LA Brand Guideline
1. Invitation (before / after)
Before
A flat, static text card announcement.
After
a branded invitation with clearer hierarchy and an emotional, on-brand feel.
Before
After
2. Exhibitor Showcase (before / after)
Before
A logo wall on a white background.
After
Added brands' iconic products, unified in LPLA's colors. Used the category strip (beauty, tech, game, finance...) to showcase the bigger point: not a beauty-only show anymore.
Before
After
3. Countdown (before / after)
Before
Visually inconsistent, with different layouts, type treatments, and color styles across the series.
After
Explored three visual directions and selected the version marked with 💗 because it best captured the energy of the show floor.
Before
After
4. Conference & Speakers (before / after)
Before
Inconsistent layouts and visual styles, so the conference content felt less connected as a series. The hierarchy was not always easy to scan quickly.
After
Designed a flexible layout that works for one speaker or a full panel. The hierarchy is easier to scan and more consistent as a series.
Before
After
I also created a unified PowerPoint template for the conference sessions.
These are used on-site to create a more professional presentation experience for speakers and attendees.
One consistent identity across every touchpoint, and the team could now produce on-brand content faster.
An AI-rendered 2.5D floor plan
fixes · navigation
Innovation
I transformed a flat technical floor plan into an intuitive 2.5D isometric map using an AI-assisted workflow. The redesigned map was used in the event newsletter to improve attendee navigation and make the space easier to understand before arrival.
I first isolated the selected exhibition area and color-coded key structures to give the AI a clearer spatial reference.
PROMPT FOR AI
Create a 2.5D low-angle isometric 3D render of an exhibition floor plan.
IMPORTANT:
-
The layout, box positions, sizes, spacing, and proportions must EXACTLY match the provided bird’s-eye 2D floor plan reference.
-
Do NOT rearrange, reinterpret, simplify, or approximate any layout elements.
-
All pink architectural shapes must match the exact footprint and geometry of the reference image.
-
All purple booth blocks must match the exact positions, groupings, and relative sizes of the reference layout.
-
Do NOT include any blue grid lines or additional floor markings.
Camera & style requirements:
-
Low elevation 2.5D isometric perspective (~25° angle, not high bird’s-eye)
-
Orthographic-style lens (minimal perspective distortion)
-
Soft studio lighting from upper right
-
Soft, subtle shadows cast toward bottom-left
-
Clean matte material
-
Pastel pink architectural volumes
-
Lavender booth blocks
-
No labels, no text
-
Minimal white background
-
High resolution, crisp edges
Keep the rendering style soft, minimal, and consistent —
similar to a modern pastel architectural visualization.
FINAL OUTCOME
05
Grew the audience and drove sign-ups
CAMPAIGN
PLATFORM
Instagram, Linkedin
Solves · attendance -17%, audience outgrew the offer
Social Media
REACH
Pull in new and adjacent-sector audiences, beyond beauty.
TARGET AUDIENCE a highly visual community of luxury professionals
-
Instagram: Inspiration & desirability (aesthetic, emotional, editorial)
-
LinkedIn: Business & thought leadership (confident, expert, human)
TASK
-
Caption writing for Instagram and LinkedIn posts
-
Visual design for social media templates and content assets
-
Publishing & scheduling posts through HubSpot
WORKFLOW
Posts were scheduled during peak professional browsing hours (9:00–9:30 AM or 4:00–6:00 PM) in the event’s local time zone to reach B2B audiences when they are most active.
Caption writing highlighting the value of the event (eg. industry insights)
1
Design post visuals (caousel etc.) make sure the information aligns with caption
2
Put the canva link and captions into a shared worksheet. Retouch the content based on the feedback
3
Publishing via HubSpot, with manual tagging of speakers and partners to expand reach
4
EDITORIAL PILLARS
CONTENT STRATEGY
Instead of posting randomly, I structured content around the event timeline to guide users from awareness to registration and post-event retention.
Early Awareness
Registration open Event invitation.
1
Collaboration
Highlight broad industry reach
Partnership with Dieline
2
Education Program
Conference Sessions, speakers, packsprint tour
3
Anticipation
Count down (1 month, 1 week, 1 day, live)
4
Retention
Thank you letter
5
All posts under one umbrella identity, structured as a global magazine of premium packaging.
POSTs
1. Earily Awareness
Goal: Anounce the launch of LPLA and invite visitors to register
Version 1
Version 2
LPLA invitation (Jan 8th, 2026)
2. Collaboration
Goal: Highlight LPLA's broad brand reach. Partner with Dieline to grow the Sustainable Showcase
Brands (Jan 13rd, 2026)
Caption Strategy
Developed 3 variations, each focused on a different storytelling angle.
• Brand Cohesion
• Scenario
• Cross-Sector Inspiration ✅
To expand audience reach beyond the beauty sector, I shifted the content strategy to highlight cross-industry innovation and reposition the event as a broader packaging platform.
Sustainable Showcase (Jan 26th, 2026)
3. Education Program
Goal: Conference programme for new/indie brands across sectors.
Education Program (over a month)
The Packsprint Tour curated by Sheri Koetiting
4. Countdown
Goal: Create sense of urgency and push registration as the event approached.
Count Down Posts
5. Post-Event Engagement
Goal: Maintain engagement and relationship with the community after the event.
Thank You Letter
03
Results
PERFORMANCE vs 2025 BASELINE
+
24.7%
Pre-registration Growth
7,063 → 8,805
+
19.5%
Attendance Growth
3,706 → 4,429
~
50%
Conversion maintained
Steady efficiency
8805
Pre-registration
93
Walk-ins
8898
Total registration
4429
Attendance
Compare to the 2025 edition, the pre-registrations for the 2026 edition increased by 24.7% (7,063 → 8,805), and the total attendance rate rose by 19.5% (3,706 → 4,429), while maintaining a ~50% conversion rate.
Registrations in 2026 showed a more consistent growth pattern across the campaign period, suggesting stronger early engagement and more effective pre-event marketing.
AUDIENCE QUALITY
Decision
Makers
60%
(Founder, VP’s Directors,C&S Level Suite Industry Contacts)
Different Companies Represented
1,141
Top Countries
3
> United States 45.6%
> Canada 27.7%
> Mexico 25%
We segmented attendees by job title and industry, and measured the proportion of first-time visitors.
First-timer growth +19.0% registrations · +5.9% attendance
-
The show is broadening into the full beauty ecosystem — Skincare entered as the #1 category (29%), and Haircare at 9%.
-
There is a balance between product-focused roles (26% Product Development, 12% R&D) and commercial-focus roles (18% Marketing, 17% Sales)
-
Visitors are arriving with stronger purchasing intent.
Social Media Performance
ALL ACCOUNTS (instagram, facebook, linkedin)
During the campaign period (Jan 5 – Mar 5, 2026), a total of 46 posts were published across Instagram, LinkedIn, and Facebook, reaching 33K audiences.
Among the platforms, Instagram delivered the highest reach with 18,051 impressions.
INSTAGRAM Performance
• Audience reached 18,051 (+3.42%)
• Interactions grew by 63%
• Impressions grew to 13,979 (+88.55%).
Linkedin Performance
• Audience size grew to 14K (+22.4%).
• Interactions rose to 132 (+169.4%).
• Company page impressions more than doubled, increasing by +212%
STRATEGY 2
Improve email marketing efficiency to drive awareness and registrations
Action 1. Help built a structured email automation workflow to guide customers from awareness to conversion
Email 1
Awareness: The Evolving Packaging Landscape
Content: Market Insights + Push to
https://app.hubspot.com/email/6175528/edit/197256752729/content
Branch C
Registered
Branch A
Opened + or clicked (not registered)
Delay 7 Days
Branch B
No Reaction
Audience
Old visitors 2023 + 2024+ 2025 + Leads
(Excluding: already registered)
Email 1B
Deep Dive Content
Case Studies + Premium solutions
No reaction send to Email 2
Email 2
Experience Next Gen Innovation
LUXE PACK world + dates
https://app.hubspot.com/email/6175528/edit/197262355629/content
Delay 7 Days
Delay 7 Days
Branch A2
Clicked again ->High Intent
Branch B2
Still no reaction
7 days prior to show dates
Branch B3
Light CTA + reminder of event value + Power Hour
7 days prior to show dates
Branch A3
CTA: Register Now
VIP Messaging + Stronger CTA (Last Chance) + Power Hour
Instead of overwhelming users with repetitive messaging, this strategy tailors communication based on user behavior:
• Strong interest → more in-depth information
• Slight interest → light reminders
• Converted users → excluded from further promotional emails
Action 2. To improve conversion across different funnel stages, I segmented audiences and tailored messaging based on their registration status.
1️⃣ Not Registered (conversion)
👉 CTA：Free Show Badge
Target: Non-registered users
Goal: Encourage immediate sign-up
Approach:
• Clear value proposition (“free”)
• Direct and action-oriented
2️⃣ Registered (referral)
👉 CTA：Bring a Colleague
Target: Registered users
Goal: Expand reach through referrals and peer influence
Approach:
• Leverage social and professional networks
3️⃣ US Base (facilitation)
👉 CTA：Confirm Your Free Show Pass
Target: Warm audience (partially engaged users)
Goal: Reduce friction and push users to complete registration
Approach:
• Reframe action from “register” → “confirm”
• Create a sense of progression and low effort
• Engagement increases significantly with user intent, with registered users showing 3x higher open rates and up to 10x higher click rates.
• Broad or loosely defined segments (e.g., US base) underperform due to diluted intent and lower relevance.
• Conversion-focused messaging alone is not sufficient for low-intent audiences; stronger personalization or targeting is required.
Action 3. I introduced controlled A/B testing to validate whether tone and messaging style could impact engagement.
Version A - formal tone
Version B - personal/holiday
Hypothesis：
A more casual and holiday messagaging will increase engagement compared to a regular formal closing.
Controlled:
-
Audience segmentation
-
Sending time
Test Variable:
-
Closing tone (formal vs. personal/holiday message)
AB Test Result
Treatment | Delivered | Open Rate | Click Rate |
|---|---|---|---|
Version A | 12,239 | 6.78% | 0.34% |
Version B | 12,239 | 7.77% | 0.79% |
The click rate more than doubled in relative terms, but the absolute difference was small. With open rates this low, I concluded that testing tone alone has limited upside, and prioritized testing structural changes that could have a larger impact on the overall funnel.
Future tests
-
Subject lines (urgency vs value-driven)
-
CTA wording (Register vs Confirm), placement
-
Email structure (short vs long format)
07
Key learning takeaways from the internship
My internship at LUXEPACK is truly a precious journey filled with challenges and learnings. As my very first B2B marketing experience, I've gained valuable insights from the internship:
🧠 Always ask “why” before executing:
During the project, I learned to look beyond the initial request and think critically about why a task is needed and whether a better approach could improve the outcome.
🙋♀️ Never be scared to ask questions:
Asking questions is not a sign of weakness. Instead, it is the fastest way to learn and grow. Clarifying uncertainties early helps resolve issues quickly and keeps projects moving efficiently.
👑 Proactively seek for critique, but do take a stance:
Though being open to suggestions from different perspectives is significant, I learned to make informative decisions and advocate for them with strong reasonings.