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LVMH partners with Silgan Dispensing on the launch of new fragrance Kenzo World

  • Silgan Dispensing Systems
Europe, Beauty, Personal Care, Fragrances, Luxury, Primary Packaging, Dispensing Closures, Pumps, Sprays, Fragrance Sprayer

LVMH Kenzo fragrance teams selected the Melodie Pure pump, partnering with Silgan Dispensing, for the strategic launch of its latest fragrance: Kenzo World.

"We have been seduced by its discrete aesthetic and the nice wide atomization," commented Laure OLIVIER, International Marketing Group Manager for Kenzo World.

Part of Silgan Dispensing’s Emotions of Spray Collection, an expanded line of seven pumps each featuring a unique spray enhancing the consumer brand and perfuming experience, Melodie Pure offers a distinctive, prolonged application consisting of a very fine and homogenous atomization, serving to heighten the Kenzo World perfuming experience offered to its consumers.

Sandy Gregory, Associate Marketing Director Global Fragrance and European Beauty at Silgan Dispensing, explains:

The current and ongoing trend of customisation in the luxury markets sees brands looking to offer consumers a more complete and nuanced experience. The Silgan Dispensing Emotions of Spray Collection offers brand owners more options to tailor the spray to the positioning and personality of the fragrance, heightening the emotional connection with the fragrance, increasing brand loyalty and driving repeat purchase intent. This goes beyond the connection that the brand is setting through the advertising, for example. Silgan Dispensing partners with the brand to make the connection last.

See also

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How has the pandemic impacted consumers' use and relationship with fragrances?

The impact scent can have on a mood and overall sense of wellbeing is nearly impossible to overstate. One fragrance can elicit feelings of coziness and comfort, while another can give a person a sense of luxury and distinction. Given the seemingly endless variations of fragrances and personal uses, it’s no surprise the fragrance market has seen such steady profitability in recent years – at least, prior to COVID-19.

  • Brand Launch
  • English
  • Modified 13 Oct 2017
  • Hits 2705