MWV doubles production of Melodie fragrance pump as demand increases

By Katie Bird

- Last updated on GMT

Related tags South america São paulo

Packaging supplier MWV is doubling the production of its Melodie fragrance pump due to increases in demand since its launch in 2005.

According to the company, the product’s success lies in the ability to provide the soft mist spray, so sought after by the consumer, in a pump that is easy to compress.

“For the perfect spray you need to have a good pre-compression, which is based on the way the pump is designed and the engineering of it. If you don’t have this, you get dribbling rather than a nice cloud,”​ fragrance marketing manager for MWV Sandy Gregory told USA.

Melodie is special as it combines the right pre-compression with the soft force required to actuate the pump, which fees more luxurious, she explained.

While visiting the company’s plant in Barcelona, Spain, USA learned that production of the pump is set to double in order to serve the growing global markets for the product.

The production of the pump has been rolled out in Sao Paulo, Brazil, for the South American market and in Mexico for the North American market; although, certain small components are only made in Barcelona, due to the precision machining necessary.

“We need to serve all of these markets. We are growing as a company and these markets are buoyant”​ Gregory said.

Changing preferences of emerging markets

In fact, one of the major factors behind demand for the pump is the growing emerging markets of South America and Eastern Europe, and their changing preferences.

“As these markets grow, we appear to be seeing growth in value rather than in volume which could suggest that brands in these regions will be trying to upgrade their image,”​ Gregory said.

This will obviously have knock on effects on the packaging choices they make, and Gregory is predicting a move towards more prestige solutions.

“Brands will increasingly be demanding a packaging look and feel that emulates that of some of the higher price French or European players. We need to be ready for that, which is one of the reasons we are rolling out the Melodie,”​ she said.

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