Global packaging group Meadwestvaco introduced its new Melodie Spray Collection to the high-end fragrance industry at the Luxe Pack show in Monaco, 24-26 October.
MWV says it is launching the Melodie Spray Collection to help brand owners “further distinguish the consumer fragrance experience through the spray”, with the Melodie Agile and Melodie Forever formats allowing brand owners to customise spray patterns to match and enhance the emotional connection between consumers and the brand.
The Virginia, USA-based company has conducted consumer research that reveals the consumer’s emotional connection to a product’s identity can be enhanced by the way a fragrance spray behaves, adding to the traditional effects of bottle and secondary packaging in defining a brand.
“High fashion luxury brands focus on precision, craftsmanship and meticulous detail when creating their fragrances, to convey quality and attract loyal customers,” says Sandy Gregory, MWV’s fragrance marketing director.
“MWV’s consumer insights work proves that the spray can evoke different emotional reactions and consequently elevate the user’s perception of the brand.”
Used by some of the most prestigious brands in the world, the Melodie fragrance pump is known for its discreet, low-profile design that offers smooth actuation and an engine that disappears into the neck of the fragrance bottle with pre-compression spray technology.
The new Melodie Agile (initially previewed with customers as Melodie Delicate), enhances the luxury experience by distributing a fine and powerful spray with gentle actuation and a “whisper” sound.
Melodie Forever provides a long, uniform spray of fine particles for coverage that “wraps around” the user with a “weightless, subtle and sensual feel”.
The Melodie Spray Collection allows brand owners to choose the best spray option to match the individual personality of each fragrance, and account for factors such as the demographics of the target user, the concentration of the formula and the season of the year.
MWV's Melodie Spray Collection
