MWV launches new airless pump-on-pouch concept

By Simon Pitman

- Last updated on GMT

MWV launches new airless pump-on-pouch concept

Related tags Hygiene

MWV has taken airless pumps to the next level by including the dispensing system in a range of pouches designed for the personal care and beauty segment.

Airless packaging has been one of the biggest innovations in the beauty packaging world, and has been rapidly expanding across different categories and taking the form of different concepts in the course of the last few years.

Primarily, MWV is targeting the on-the-go trend, whereby consumers are increasing using personal care products outside of the home – whether that be for sports, general leisure activities or travel.

Functionality combined with flexibility

MWV’s MiniMod underlines this trend and is an airless dispensing system that incorporates an easy-to-push button actuator for controlled dispensing from a flexible pouch available in two sizes – 25ml and 40ml.

But MWV says the standard options can be customized according to specific demands for both size and shape, as the concept is easily customizable.

The packaging is said to work well with formulations of medium-to-low viscosity, incorporating a broad spectrum of products from skin care creams to lotions and most hair care shampoos and conditioners.

The initial product launch is the result of a partnership with Ampac, which tapped into its expertise in pouch technology to produce the customer filling needs for Marietta Corporation/KIK Custom Products.

Trend for products that are more portable

This particular packaging taps into the trend for increased convenience and portability, as well as greater storage flexibility, thanks to the flexible material for the packaging.

“The beauty and personal care industry is trending towards convenience and portability, but on-the-go packaging for beauty brands is still dominated by travel and sample-size packages​,” said Kevin Clark, president, MWV Home & Beauty.

“Consumers want more from their beauty brands than a smaller version of their at-home dispensing solution, especially when it comes to functionality. MiniMod offers unmatched consumer benefits, ensuring that every use of their favorite brands lives up to the brand promise—every time and everywhere.”

Minimod will be introduced at the Luxe Pack New York event, May 13 – 15. The company will be showcasing the packaging at its booth, 306.

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