Credit: Otilia Dragan/

On Thursday 23 November 2023, the UPR Benelux PR and communications agency held a press presentation of novelties concerning the brands they represent, as well as trends in skincare, fashion and lifestyle at the Beefbar Smets in Bertrange.

UPR is based in Antwerp and Amsterdam, but several of its brands are international and also represented in Luxembourg.

Among the novelties, UPR announced the launch in November 2023 of a collection of recycled silver rings and jewellery for men by Arket, a selection of new watches by Maurice Lacroix (including watches made from recycled plastic from the ocean and diver watches renewed after a thirteen-year hiatus). Iittala, the Finnish design brand creating tableware and cookware, will launch a new collection of the Taika Sato “harvest” pattern design. Furthermore, the coffee brand Illy launched a 90th-anniversary edition and its long-awaited “regenerative agriculture” coffee type. Vitra, a Swiss luxury furniture brand (who also furnished the new House of UPR hub in Antwerp) will have a particularly large sample sale event on 9 December 2023. Vitra Circle provides additional discounts on furniture by offering certain furniture pieces that have been exposed in showrooms prior, noted UPR.

According to UPR, based on Tagwalk statistics about worldwide current fashion analytics trends, the 2024 spring and summer season colours were black, grey, white and blue, and the main style trends were “glittery”, “ladylike” and “romantic”. The season’s trendiest shoes were ballet flats. Key trends were “ladylike”, “90’s look” and “minimal look”.

UPR identified ten of the main beauty trends of the moment, namely:

  • hair growth stimulation with rosemary oil;
  • retinol skincare (an “intense” product to be used once or twice per week only);
  • the “skinification” of makeup (combining serum and foundation, for instance);
  • double-cleansing for deep-cleaning and makeup removal (using a balm first, other cleansing products later);
  • tanning drops (specifically formulated for the face, as sun exposure can be dangerous for the skin);
  • “skin cycling” (a skincare routine swapping intense and more neutral products on different days/evenings);
  • sustainable perfumes (and notably using a refill instead of buying new perfume bottles);
  • plumping lip treatment for longer-term effects;
  • solid cosmetics (sustainable packaging, recycled or no-water products such as a powder-to-clean cleansing product);
  • gentle chemical exfoliants instead of scrubs.

Speaking to about the importance of the Luxembourg market for UPR, a representative of the agency said: “Located in the centre of Europe, Luxembourg holds an international presence for our brands. This attracts a diverse mix of people, including expatriates and tourists, who contribute to the demand for our brands. Luxembourg's proximity to neighbouring countries like Belgium allows for cross-border shopping. Many people from nearby regions visit Luxembourg for shopping purposes, contributing to its retail economy. Luxembourg's stable economy and business-friendly environment make it an attractive location for our brands looking to establish their presence in Europe.

Various brands that UPR represents have retail locations in Luxembourg, such as Arket, Yves Rocher, Calzedonia, Intimissimi, Tezenis, Vitra, Bang&Olufsen, MAC and IKKS, to name a few.