If the primary role of packaging is to protect the product and provide information to the consumer, time can give it another status: that of a valuable object and even a collector's item.
A study by the British website Money.co.uk looked at the resale value of the packaging of luxury brands such as Chanel or Louis Vuitton. It identified the packaging that has increased in value over the years.
The packaging of major watch brands such as Rolex and Breitling are the ones that are soaring in financial value. According to Money.co.uk, the average price of a Rolex package is 160 pounds (180 euros), that of a Tag Heur package 149 pounds (170 euros) and that of a Breitling package 131 pounds (150 euros).
Many French luxury brands
Among the twenty or so luxury brands listed on the site, there are a good number of French houses such as Cartier, Yves Saint Laurent, Dior or Louboutin. In addition to watch brands, bags from fashion houses are also very popular.
Another sure value in terms of packaging: the packaging of cosmetic products and especially perfume bottles and candle containers. The latter are notably reused as make-up brush holders or even pots for plants.
More sustainable luxury packaging
In the luxury sector, as elsewhere, the trend is towards environmental improvements in packaging. Last November, for example, Breitling announced that it would introduce cases made entirely from recycled PET plastic bottles at the beginning of 2021. In this context, cardboard packaging is a particularly advantageous solution for manufacturers.
