XINYI (LEXIE) LIU
LUXE PACK New York Event Marketing：
Using Integrated Marketing Strategies to Drive Event Registrations While Elevating Brand Identity
Role
Marketing Assistant
Timeline
March 2026 - May 2026
Team
Marketing Team
Tool
Excel, Event Maker, Hubspot, Canva, Klipso, Adobe Suite
01
Internship
Overview
CONTEXT
LUXE PACK New York is the definitive East Coast destination for packaging that doesn’t just inspire, it performs. From shelf impact to sustainability ROI, the event empowers brands across beauty, fragrance, wellness, spirits, fashion, and fine food to discover packaging that drives conversion, builds equity, and meets the demands of the next generation of consumers. Positioned at the crossroads of creativity and commerce, LPNY blends cutting-edge design, material innovation, and real business outcomes in the U.S.'s most strategic market.
MARKET CHALLENGE
While LPNY remains unrivaled on the East Coast, new competitors may emerge as trends shift toward design, ESG, and indie-focused events. Audience expectations are changing, with younger decision-makers seeking more experiential and results-driven formats. At the same time, brands demand packaging that delivers real performance, highlighting under-leveraged innovation and sustainability.
02
Event Overview
Live — Final data by May 7th, 2026
PERFORMANCE vs 2025 BASELINE
AUDIENCE QUALITY • 2025 BASELINE
+
7.8%
Pre-registration Growth
8,135 →
TBD
Pre-registration
+
TBD%
Attendance Growth
5,401 → 5,929
~
TBD%
Conversion Rate
TBD
Total Registration
TBD
Walk-ins
5,401
Attendance
Decision
Makers
76%
(Founder, VP’s Directors,C&S Level Suite Industry Contacts)
Brand
Teams
Represented
2,695
230 distinct companies
Top
Countries
Represented
3
United Satates 93%
Canada 1%
Mexico 1%
Visitor mix 45% first-timers · 44% returning · NPS 40
-
A heavily fragrance-led audience (55%) with promising sub-segments (Wine & Spirits, Home Lifestyle, Fashion).
-
Design, R&D and General Management together account for 56% of visitors, signaling a creatively-led but commercially-anchored crowd.
03
Analyze Last Year’s Performance to Identify Customer Pain Points and Growth Opportunities
EXTERNAL & INTERNAL, SWOT ANALYSIS
External Analysis
US luxury packaging 2032
$24B+
from $17.4B in 2025
Fragrance market CAGR
+6.2%
outpacing broader luxury
US prestige fragrance sales growth
+12%
vs skincare +2% in 2024
Gen Z portable packaging pref.
+68%
convenience as top purchase factor
Willing to pay more for visual appeal
+60%
packaging drives purchase decision
Internal Analysis
Conversion rate
≈66~67%
(registered vs. showed)
Number of different companies came
2,695
2,434 in 2024 · 1,912 in 2023 ↑↑
US attendance share
93%
NYC 56% · NJ 22%
Top industry sector
55%
Cosmetics & Fragrance
Planning to return
83%
Healthy visitor retention
Markets Served
81% 💄
Cosmetics & Perfumes
KEY INSIGHTS
Local strength, global weakness
93% of visitors are from the US, mostly NYC and NJ. Great for reaching top brand HQs nearby, but limits international reach.
Fragrance is a promising sub-segment
55% of visitors come from cosmetics & fragrance. US prestige fragrance sales +12%, and fragrance market CAGR +6.2%, outpacing broader beauty.
Conversion-Driven Packaging
75% of visitors are decision-makers. This shows visitors already treat the show as a business sourcing destination, not a pure design showcase. 60% of consumers say visual appeal influences purchase and 68% of Gen Z prioritize convenience, proving packaging is a sales tool, not just an aesthetic.
04
The 2026 Strategic Pivot: From Creative to Performance