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Consumer insight sprays new life into MWV’s Melodie pump

By Andrew McDougall+

31-Oct-2012

Packaging provider Meadwestvaco has recognised the importance of consumer insight into the prestige fragrance industry; carrying out vast research to inform its new Melodie pump spray.

The new Melodie Spray collection was launched at Luxe Pack Monaco featuring the Melodie Agile and Melodie Forever sprays that allows brands to customize the spray pattern to match and enhance the emotional connection between consumers and the brand with different options.

“The new spray options cater for the different personalities of different fragrances,” says Sandy Gregory, Fragrance marketing director at MWV.

“Why should different perfumes have the same spray? They need to match the story and perception of the brand,” she told CosmeticsDesign-Europe.com.

It is the first time MWV has researched the spray experience so extensively, turning to a consumer insight study to explore reactions, which Gregory stresses is key for brand owners to understand, as they select the best spray option to match their brand attributes.

Point of differentiation

The study results found that the overall fragrance spray experience can be a significant new and relevant point of difference for brands.

"Sometimes the consumer is underestimated – they are aware of all aspects of a product."

The way a consumer applies their fragrance, whether on the whole body or just a precise area explains the consumer’s different expectations: men prefer a more focused and precise spray, while women look for a more enveloping and disperse type of spray that provides a sensorial experience, says Gregory.

“It is the most important aspect of the application process,” continues the fragrance marketing expert.

“It is subliminal – it won’t define the product, but the subliminal is not always inferior to something that is tangible.”

The new collection builds on the existing Melodie pump, building on the trust and reputation surrounding it. Gregory explains that it is a big step for a brand owner to change a spray, so it is important that customers feel comfortable with the change; and by using a tried and tested pump, they can achieve this.

Importance of consumer connection

The MWV study showed that in addition to the bottle and secondary packaging, the fragrance spray can also enhance the consumer’s emotional connection to a brand’s identity.

It proved that when consumers were asked to focus on the spray, they could easily differentiate and appreciate a variety of spray experiences, highlighting that brand owners may have missed an opportunity to form a stronger connection with consumers through the fragrance spray.

It is important for innovation to be consumer driven and applicable – it is the only type of innovation that is necessary,” adds Gregory.

“Sometimes the consumer is underestimated – they are aware of all aspects of a product. They are making a purchase, investing in the product, so they provide us with relevant information.”

For more information on the new collection and to see a full video on the performance of the new spray options, click here.

Fragrance business standing firm

Fragrance and sprays posted solid sales for MWV in the third quarter, highlighting the importance of the segment to the company’s business.

In the Home, Health & Beauty segment, sales were $187 million (€144m) in the third quarter of 2012 and profit increased to $12 million compared to $10 million in the third quarter of 2011; helped by volume gains in personal care dispensing.

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