There are two types of lures in the game: standard (regular) and special.

Special event lures differ from standard lures in several ways. They have a red card, and are placed on the right in the fishery lure site in your album. After the event ends, special lures disappear.

An event lure can be time-limited, or it can have a limited number of uses, just like power-ups, so getting one fish will cost you one lure.
When the number of uses is depleted, the lure greys out and becomes inactive. However, it remains in your collection.

Special lures can be obtained from special packs or from regular packs. In the latter case, they don't impact the number of standard lures contained in the pack.