WestRock (the company resulting from the merger between MWV and RockTenn) released a number of dispensers , a carefully selected set of dispensers as "The Emotions of Spray Collection" based on market research that suggested product interaction can enhance a consumer’s emotional connection and drive brand loyalty. Anne Echard, WestRock's Global Product Line Manager for the Fragrance market, tells us a bit about the Melodie Touch™ dispenser and its role in the fragrance application ritual.
Anne, what is your position at WestRock?
I'm the Global Product Line Manager for the Fragrance market. That means that I'm the bridge between our sales team and our customers, I help guide the sales team's efforts. I'm also in charge of the manufacturing footprint of our fragrance items all over the world, in Mexico, Brazil, Milan, Barcelona, and other places. I get to study our customer requests and run through them with our technical team to develop the project and ensure the client gets our best offering, something tailored to their needs. I collaborate with the sales team to make sure they have the right tools when they're selling, so when the time comes to developing the project, we have everything we need to dive right in.
Do you also have an effect on product R&D?
To a degree. I'm currently working out of Barcelona and that's where we have one of our primary R&D centres, so it makes it easy to pass on learnings to our designers and engineers. That way, I can also pass on important information to our sales team to help with customer visits. I'm usually present as a marketing voice, supporting launches, developing communication strategies, going to shows, that sort of thing.
Do you manage a team?
I interface with many different teams and simply ensure that as a marketing voice, those teams are all moving in convert, heading in the same direction. Each team has a specific role to play, but we are part of the same company.
Switching to products, where does WestRock develop products now?
We have concurrent efforts running in different places, but we have our fragrance centre of expertise in Barcelona. We have a lot of European customers in the fragrance space. The fragrance market is mostly European, actually. It's convenient for us to develop fragrance dispensers and manufacture them in Europe, due to logistics, but we have many centres all over.
How does development normally occur?
We believe in creating dispensing solutions that actually solve something. To that end, we conduct market research projects where we actually speak to people and we find out what they really prefer: what problems they encounter, what affects their experience with a product. Consumers know what a good or bad spray is to them, and repurchase is often based on how they use it. Whether it makes noise, if it sprays too much - WestRock studies how consumers actually interact with the dispenser.
That led to the Emotions of Spray Collection, correct?
Yes, we took a lot of the data we compiled and we were able to translate that into a collection that genuinely reflected dispensing solutions based on the emotions involved when used. Believe it or not, we learned that connecting with the consumer happened on an emotional level. People feel different things when they use different dispensers. By informing brands of our revelations, we were able to do something nobody had previously, which was to deliver a far more personal experience to the consumer that reflected the personality of the brand and its product. All through a dispenser!
Was the Melodie line part of the Emotions of Spray Collection?
Yes, it was specifically developed for prestige brands. Dispensing with Melodie was very targeted and focused, especially designed for brands that want excellent quality from a small and innocuous dispenser. The dispenser was paired with our patented and highly popular invisible dip tube, called NoC®. Something we learned when we did our market research was that consumers didn't like to see the appearance of their prestige fragrance marred by the appearance of a dip tube in the middle of the bottle, so we invented and marketed one that is invisible.
What sort of emotions does the Melodie Touch convey?
Like I said, the spray reflects the personality of the brand. The Melodie line has a number of options. If the company wants to resonate with consumers who prefer discrete sprays or the brand needs to communicate its exuberance, you can create a spray to reflect the personality of the brand. A lot of emotions are brought out in the ritual of putting on a fragrance. Melodie Touch is an extension of this, a new possibility for matching a spray with an occasion, a feature rather than a personality. We created Melodie Touch as a part of the Melodie line to serve the growing need for discretion in a small dosage format. It makes the experience more personal. There's a growing trend to apply fragrance on the go, and people prefer to use small sprayers to do it. The size is perfect for use in public and for touch ups. We learned that consumers don't want to be noticed when they use a fragrance outside of the house, so they didn't want a large cloud of perfume around them. Also, they needed something that wouldn't over-apply. Melodie Touch offers very discrete reapplication, it's quite small and controlled, the spray is very directed.
We're also seeing a market trend in fragrances where many firms are offering concentrated scents and very strong formulations. Melodie Touch is perfect for dispensing elixirs, it's a quick and miniature dose that allows the consumer to apply the stronger formula but still keeping control, not over-applying. It's a unique and consistent 30 microlitre dose. A larger sprayer could saturate. Applying a fragrance, as I said, is a ritual, it leads to a transformation. It's an emotional bridge the consumer crosses, changing once the fragrance is applied. Don't you feel different when you apply a favourite scent?
Of course. It's the same sort of thing as putting on a really nice suit.
Exactly. The transformation occurs when the product is used. Since Melodie Touch is designed for small format items, the engagement with the dispenser is very close. It's held close to the body and used discretely, it's a private and luxurious moment. As such, the consumer develops an intimate relationship with the fragrance application ritual and by extension the items that are used, in this case the dispenser and product.
That's the emotional experience. What about the rational?
Well, it's attractive to the head as well as the heart. Functionality is key. The dispenser, for example, evacuates the product completely. That appeals to consumers, they've paid a fair amount of money for a luxury product and they want to feel they've spent their money wisely. They want to extract all of the product, it's frustrating to people to use something and not be able to get to all of it. Part of our design process involves eliminating as many pain points as possible. Less than complete dispensing is a negative experience. Over-application is negative. Large, profuse doses are negative, well, for this size sprayer, in other cases it might be desirable.
What sort of companies will benefit from Melodie Touch?
Prestige brands. Prestige brands in the fragrance space that want to provide the sort of experience Melodie Touch offers. WestRock does a lot of work to delve into the needs of the brand to figure out what is required. Ultimately, the brand owners know their customers better than anyone, so its a process. We help brands, but they make the decisions based on the learnings. We offer our own data and all of our experience, and they really appreciate the level of detail we get into. We show the options available, and we can back up our recommendations with vast amounts of data. We provide the ability to offer consumers an excellent experience. Melodie Touch is glamorous and highly customizable with regard to decoration options, and brands are often eager to infuse their personality into the dispensing solution they choose. Melodie Touch is all about the experience which drives repurchase and brand loyalty.
When will Melodie Touch be available?
We'll be unveiling it at Luxe Pack Monaco, and it will be available in Q4 of 2016. We've seen the luxury market evolve favourably over the last few years, and Melodie has been a part of that success story. Melodie Touch is another option that brands may select, I'm sure it will lead to new partnerships and contribute to strengthening existing ones!
Silgan Dispensing focuses on brand differentiation and sustainability solutions
Silgan Dispensing, a global leader in the design, development, and distribution of highly engineered pumps and sprayers in the home, health and beauty markets, is highlighting its expanded PCR product portfolio, which includes one of the industry’s widest range of available solutions, as well as its suite of products that address the challenges brand owners face in a dynamic packaging landscape.
Silgan Dispensing and PCR: Committing to sustainability through APR partnership
For today’s consumers, sustainable packaging isn’t a “nice to have” anymore. Because of this, brands are looking for packaging partners to help them meet the rise in consumer expectations, which is why sustainability continues to be a strong focus for Silgan Dispensing. Our recently launched suite of PCR products features closures and dispensing solutions made from post-consumer recycled plastic.
5 factors to consider when selecting an actuator for your aerosol product
For aerosol consumers, the actuator is often the most overlooked part of the product packaging. While they recognize the actuator is the component that dispenses the product, not many are aware that the actuator also controls the fineness of the spray, the amount of product that is dispersed and even how the product is applied. Because the actuator controls the nuances of how a product is dispersed, the actuator can make all the difference in an end user’s experience with a product.
Silgan Dispensing announces first suite of PCR (Post-Consumer Recycled Plastic) products
Silgan Dispensing, a global leader in the design, development and distribution of highly engineered pumps and sprayers in the home, health and beauty markets, today announces its first suite of products featuring post-consumer recycled (PCR) plastic to help brands better meet their sustainability initiatives.
Silgan Dispensing reveals new solutions that address evolving customer and consumer needs
Silgan Dispensing, a global leader in the design, development and distribution of highly engineered pumps and sprayers in the beauty, home and garden markets, is highlighting several of its latest innovations. The company is presenting new solutions for the Fragrance and Skincare markets that will address the changing needs of customers and consumers worldwide.
Silgan Dispensing's Mark VII Max Style offers new sunscreen experience
Only 33 percent of people applied sunscreen to all of their exposed skin. We’ve set out to make it more convenient to protect your skin from the sun’s harmful rays. Our new Mark VII® Max Style pump – an update to our Mark VII Max pump – is the result of our own in-depth consumer research. We learned that consumers prefer a mess-free experience (sprays), fast and easy application and full coverage.
Silgan Dispensing stands out from the crowd and increases brand loyalty through premiumization
More and more these days, our customers are looking to be different, driven by consumer demand for a more premium brand experience. Brands consistently are seeking to stand out to capture consumers’ attention through thoughtful consideration of packaging design. Premiumization, a trend that started a handful of years ago, continues to gain steam as brands seek to create a better experience for customers.
The rise of self-care and #shelfies and their impact on packaging design
The personal care industry finally is experiencing a long-awaited shift in how brands approach package design and marketing. Previously, there was a certain degree of commoditization among personal care products with many relying on a singular new feature or gender-specific packaging to catch the eyes of targeted consumers. Now, product and package design are seen as the biggest drivers for consumer sales thanks to a confluence of factors.
Givenchy (LVMH) selects Silgan Dispensing's Melodie Mystery pump for L'Interdit Fragrance
Silgan Dispensing, a global leader in the design, manufacturing of highly engineered pumps and sprayers in the beauty, home and health markets, is pleased to announce that the Melodie Mystery pump from its Emotions of Spray Collection has been selected by Givenchy (LVMH) as the atomizer for the new iconic L’Interdit fragrance.
Silgan Dispensing introduces Iridya eye dropper to ensure accurate doses down to the drop
Targeting unmet consumer needs in the ophthalmic market, Silgan Dispensing, a global leader in the design, development and distribution of highly engineered pumps and sprayers in the pharmaceutical, home and beauty markets, announces the launch of Iridya, a next-generation, multi-dose preservative-free eye dropper.
Silgan Dispensing brings expertise and a wide range of solutions for the luxury market to Luxe Pack Monaco
Silgan Dispensing, a global leader in the design, development and distribution of highly engineered pumps and sprayers in the beauty, home and health markets, invites guests to join them in experiencing how they can play a key role in the design and development of custom solutions at Luxe Pack Monaco.
Consumer insights on sustainable fragrance packaging and the development of Melodie Pirouette
Silgan, a globally recognised dispenser of fragrance packaging, shares the results of an important study examining consumer attitudes towards sustainability, delivering on their brand promise to improve consumer experience.
Silgan Dispensing Systems launches Pearl Baby Bear in US market
Silgan Dispensing Systems, a global leader in the design, development and distribution of highly engineered pumps and sprayers in the home, health and beauty markets, has recently launched Pearl Baby Bear, a new airless pump for baby skin care products that features a charming decorative bear nozzle.
Silgan Dispensing Systems partners with Spectrum Brands for one-of-a-kind product QuickFlip
Silgan Dispensing Systems a globally known supplier of innovative and high-performing pumps and sprayers has recently partnered with Spectrum Brands to create a new custom technology named QuickFlip. This high-performing, easy-to-use hose end sprayer and bottle gives consumers the control they desire with activation at the flip of a switch.
Silgan Dispensing Systems debues new airless pump on tube – Amplify – with Neopac, at PCD Paris
Silgan Dispensing Systems, a leading global supplier of highly engineered pumps and sprayers to major branded consumer goods product companies in the home, health and beauty markets, announced on the 31st of January the launch of Amplify, the company’s new airless pump on tube boasting an empty rate of 96 percent.
Silgan Dispensing Systems to reveal new product based on evolving luxury fragrance trends at Luxe Pack Monaco
Global packaging company will showcase the latest addition to its innovative dispensing portfolio and offer visitors the chance to experience luxury in a new light at Luxe Pack Monaco, October 2-4 2017. At Luxe Pack Monaco 2017, Silgan Dispensing Systems, a division of Silgan Holdings Inc, (Nasdaq: SLGN) formerly WestRock Company’s Home, Health and Beauty business, will be revealing a new addition to its range of sophisticated pumps designed based on direct consumer insights.
Dynamic dispensing has a new name
Silgan Dispensing Systems has a breath of dispensing technology from trigger sprayers to aerosol activators, dispensing pumps to fine mist sprayers, and dispensing closures to custom devices. According to Ladonna, the word “dynamic” perfectly captures the essence of what Silgan Dispensing Systems offers.
Silgan Dispensing Systems debuts at Luxe Pack New York with products that demonstrate how global consumer insights can help define luxury skincare packaging
Silgan Dispensing Systems, a new acquired division of Silgan Holdings Inc, formerly WestRock Company's Home, Health and Beauty business will be presenting its latest packaging and dispensing solutions at Luxe Pack New York on May 10-11 at booth C111. This will be the first tradeshow appearance for Silgan Dispensing System's skincare and fragrance teams.
Silgan completes acquisition of dispensing system business
Silgan Holdings Inc. a leading supplier of rigid packaging for consumer goods products, announced today that it has completed its acquisition of the dispensing systems business of WestRock Company. This business is a leading global supplier of highly engineered triggers, pumps, sprayers and dispensing closure solutions to major branded consumer goods product companies in the home, health and beauty markets.
WestRock demonstrates how global consumer insights can help define luxury skincare packaging
Global packaging company will present the findings of its latest consumer facial skincare research at the PCD Congress in Paris in January. WestRock Company, a global leader in paper and packaging solutions, will be presenting at the leading cosmetic and perfume packaging event, PCD, the findings from its latest research into key drivers that shape today’s consumer experience of prestige facial skincare pumps.
WestRock's Sandy Gregory discusses Melodie Mystery and its appeal in the prestige fragrance market: "Perfection is in the details"
Melodie Mystery is WestRock's latest addition to the Melodie line, designed to offer perfect dispensing as well as an attractive silhouette. Speaking with Sandy Gregory, WestRock's Associate Marketing Director for Global Fragrance & EU Beauty, we learned just how far the company goes to ensure brands can offer their consumers the perfect product usage experience.
WestRock offers additional customization with launch of Creative Studio for Fragrance
WestRock Company, a global leader in paper and packaging solutions, today announced an expanded suite of fragrance decoration and customization options. The new Creative Studio for Fragrance represents a sampling of dispensing solutions for fragrance – pairing decorative overtubes, WestRock’s NoC® invisible dip tube, and customized collars and actuators with new capabilities in extensions for spray caps – to create the ultimate aesthetic in an efficient, optimized way.
MWV's essential skincare and cosmetics line
MWV's skincare portfolio — Aria, Sonnet, Prelude and Sonata — is an essential part of any brand's skincare line. Each dispenser has been specifically designed to enhance the performance of high-viscosity, oxygen sensitive cosmetic and personal care products. The skincare pumps are designed to ensure consistently smooth product delivery every time while the stroke length is designed to allow for a low force-to-actuate, for an enhanced feeling of comfort and control.
MWV enhances the skincare experience with Amplify
MeadWestvaco Corporation, a global leader in packaging and packaging solutions, has introduced the latest addition to its skincare dispensing portfolio: Amplify™. The solution represents MWV's leadership in creating dispensing solutions that enhance the consumer experience in the beauty and personal care industry.
MWV's Melodie Clikit featured on O Boticario's Malbec Supremo
Over the last decade, O Boticario's Malbec fragrance line has become an iconic symbol of power, masculinity and luxury. Malbec Supremo, the latest addition to the line-up, continues this trend. Using Melodie® Clikit®, Malbec Supremo delivers a rich, voluminous spray and a clean look that seamlessly matches the dynamic characteristics of the fragrance.
MWV's new Aerosense aerosol sprayer is stand out
MWV's newest aerosol sprayer, Aerosense™, offers brand differentiation through its unique shelf presence and ergonomic spray experience. Specifically designed for products such as sun care, body spray and hair sprays, Aerosense is a trigger-actuated sprayer that enables effortless actuation with a continuous, even spray pattern.
- Frank Robledano Espín
- Created 08 Sep 2016
- Modified 20 Sep 2016
- Hits 4474