MWV presents environmentally responsible pump solution

By Andrew McDougall

- Last updated on GMT

Related tags: Packaging

MeadWestvaco (MWV) has announced it has created a customized threaded ferrule for one of its existing pumps, in order to meet demands for environmentally responsible solutions.

The Virginia-based packaging company says it has adapted its low profile Melodie pump, specifically for perfume brand Hermes to support its Voyage d'Hermes fragrance.

Voyage_d'Hermès_1_BD_webready
The Voyages d'Hermes frgrance uses MWV's Melodie pump with a threaded ferrule and NoC dip tube

"MWV is a proud partner to some of the most prestigious perfume launches, and is delighted to have collaborated with Hermes to create a differentiated solution,"​ said Sandy Gregory, MWV fragrance marketing director.

Pump system allows refills

The new pump enables the customer to refill the bottle with refillable formats sold separately by Hermes.

The packaging created for the fragrance brand also fits into an ongoing consumer trend for environmentally responsible packaging.

According to a green packaging study carried out in 2009 by the Freedonia Group, the demand for green packaging is expected to reach $43.9 bn by 2013.

Invisible dip tube aids aesthetics

The package features MWV's recently patented fragrance dispensing system including its NoC dip tube.

"This fragrance was designed with the consumer in mind. The elegant pairing of the NoC dip tube and the removable threaded ferrule which is hidden behind a ferrule cover, contributes to the creation of an aesthetically pleasing pack with an environmentally responsible feature," ​Gregory continued.

According to the packaging firm, NoC is the world's first virtually invisible dip tube using light-refracting technology and, by its visual absence, allows the design of the fragrance bottle to be the main focus.

MWV says it has conducted research which has shown that a fragrance package that distinguishes itself on the shelf entices consumers to try the scent.

The fragrance bottle itself was designed for Hermes by Phillippe Mouquet and is available in 35ml and 100ml refillable sprays, and 125ml refills.

Related topics: Packaging & Design, Sustainable Packaging

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