WestRock (the company resulting from the merger between MWV and RockTenn) released a number of dispensers , a carefully selected set of dispensers as "The Emotions of Spray Collection" based on market research that suggested product interaction can enhance a consumer’s emotional connection and drive brand loyalty. Anne Echard, WestRock's Global Product Line Manager for the Fragrance market, tells us a bit about the Melodie Touch™ dispenser and its role in the fragrance application ritual.
Anne, what is your position at WestRock?
I'm the Global Product Line Manager for the Fragrance market. That means that I'm the bridge between our sales team and our customers, I help guide the sales team's efforts. I'm also in charge of the manufacturing footprint of our fragrance items all over the world, in Mexico, Brazil, Milan, Barcelona, and other places. I get to study our customer requests and run through them with our technical team to develop the project and ensure the client gets our best offering, something tailored to their needs. I collaborate with the sales team to make sure they have the right tools when they're selling, so when the time comes to developing the project, we have everything we need to dive right in.
Do you also have an effect on product R&D?
To a degree. I'm currently working out of Barcelona and that's where we have one of our primary R&D centres, so it makes it easy to pass on learnings to our designers and engineers. That way, I can also pass on important information to our sales team to help with customer visits. I'm usually present as a marketing voice, supporting launches, developing communication strategies, going to shows, that sort of thing.
Do you manage a team?
I interface with many different teams and simply ensure that as a marketing voice, those teams are all moving in convert, heading in the same direction. Each team has a specific role to play, but we are part of the same company.
Switching to products, where does WestRock develop products now?
We have concurrent efforts running in different places, but we have our fragrance centre of expertise in Barcelona. We have a lot of European customers in the fragrance space. The fragrance market is mostly European, actually. It's convenient for us to develop fragrance dispensers and manufacture them in Europe, due to logistics, but we have many centres all over.
How does development normally occur?
We believe in creating dispensing solutions that actually solve something. To that end, we conduct market research projects where we actually speak to people and we find out what they really prefer: what problems they encounter, what affects their experience with a product. Consumers know what a good or bad spray is to them, and repurchase is often based on how they use it. Whether it makes noise, if it sprays too much - WestRock studies how consumers actually interact with the dispenser.
That led to the Emotions of Spray Collection, correct?
Yes, we took a lot of the data we compiled and we were able to translate that into a collection that genuinely reflected dispensing solutions based on the emotions involved when used. Believe it or not, we learned that connecting with the consumer happened on an emotional level. People feel different things when they use different dispensers. By informing brands of our revelations, we were able to do something nobody had previously, which was to deliver a far more personal experience to the consumer that reflected the personality of the brand and its product. All through a dispenser!
Was the Melodie line part of the Emotions of Spray Collection?
Yes, it was specifically developed for prestige brands. Dispensing with Melodie was very targeted and focused, especially designed for brands that want excellent quality from a small and innocuous dispenser. The dispenser was paired with our patented and highly popular invisible dip tube, called NoC®. Something we learned when we did our market research was that consumers didn't like to see the appearance of their prestige fragrance marred by the appearance of a dip tube in the middle of the bottle, so we invented and marketed one that is invisible.
What sort of emotions does the Melodie Touch convey?
Like I said, the spray reflects the personality of the brand. The Melodie line has a number of options. If the company wants to resonate with consumers who prefer discrete sprays or the brand needs to communicate its exuberance, you can create a spray to reflect the personality of the brand. A lot of emotions are brought out in the ritual of putting on a fragrance. Melodie Touch is an extension of this, a new possibility for matching a spray with an occasion, a feature rather than a personality. We created Melodie Touch as a part of the Melodie line to serve the growing need for discretion in a small dosage format. It makes the experience more personal. There's a growing trend to apply fragrance on the go, and people prefer to use small sprayers to do it. The size is perfect for use in public and for touch ups. We learned that consumers don't want to be noticed when they use a fragrance outside of the house, so they didn't want a large cloud of perfume around them. Also, they needed something that wouldn't over-apply. Melodie Touch offers very discrete reapplication, it's quite small and controlled, the spray is very directed.
We're also seeing a market trend in fragrances where many firms are offering concentrated scents and very strong formulations. Melodie Touch is perfect for dispensing elixirs, it's a quick and miniature dose that allows the consumer to apply the stronger formula but still keeping control, not over-applying. It's a unique and consistent 30 microlitre dose. A larger sprayer could saturate. Applying a fragrance, as I said, is a ritual, it leads to a transformation. It's an emotional bridge the consumer crosses, changing once the fragrance is applied. Don't you feel different when you apply a favourite scent?
Of course. It's the same sort of thing as putting on a really nice suit.
Exactly. The transformation occurs when the product is used. Since Melodie Touch is designed for small format items, the engagement with the dispenser is very close. It's held close to the body and used discretely, it's a private and luxurious moment. As such, the consumer develops an intimate relationship with the fragrance application ritual and by extension the items that are used, in this case the dispenser and product.
That's the emotional experience. What about the rational?
Well, it's attractive to the head as well as the heart. Functionality is key. The dispenser, for example, evacuates the product completely. That appeals to consumers, they've paid a fair amount of money for a luxury product and they want to feel they've spent their money wisely. They want to extract all of the product, it's frustrating to people to use something and not be able to get to all of it. Part of our design process involves eliminating as many pain points as possible. Less than complete dispensing is a negative experience. Over-application is negative. Large, profuse doses are negative, well, for this size sprayer, in other cases it might be desirable.
What sort of companies will benefit from Melodie Touch?
Prestige brands. Prestige brands in the fragrance space that want to provide the sort of experience Melodie Touch offers. WestRock does a lot of work to delve into the needs of the brand to figure out what is required. Ultimately, the brand owners know their customers better than anyone, so its a process. We help brands, but they make the decisions based on the learnings. We offer our own data and all of our experience, and they really appreciate the level of detail we get into. We show the options available, and we can back up our recommendations with vast amounts of data. We provide the ability to offer consumers an excellent experience. Melodie Touch is glamorous and highly customizable with regard to decoration options, and brands are often eager to infuse their personality into the dispensing solution they choose. Melodie Touch is all about the experience which drives repurchase and brand loyalty.
When will Melodie Touch be available?
We'll be unveiling it at Luxe Pack Monaco, and it will be available in Q4 of 2016. We've seen the luxury market evolve favourably over the last few years, and Melodie has been a part of that success story. Melodie Touch is another option that brands may select, I'm sure it will lead to new partnerships and contribute to strengthening existing ones!
Silgan Dispensing launches recyclable trigger sprayer to bring enhanced sustainability to market
Silgan Dispensing, a global leader in the design, development and distribution of highly engineered pumps and sprayers in the home, health and beauty markets, today announces the launch of SP05TM R trigger sprayer, its latest product made with LifeCycleTM Technology.
Interview on the intersection of innovation and sustainability
Innovation and sustainability are arguably two of the biggest trends in business today. As prevalent as they are, what they mean can vary greatly. For Silgan Dispensing, innovation and sustainability are used to inform all aspects of the company – from products, to people and operations.
Silgan Dispensing expands number of ISCC PLUS certified manufacturing facilities
Two of Silgan Dispensing's plants in France, Le Tréport and Lacrost, have attained ISCC PLUS Certification. Last fall, its plants in Thomaston and Watertown Connecticut also achieved ISCC PLUS Certification. With the certification, Silgan Dispensing is able to trace the amount of renewable materials used throughout its manufacturing process.
Silgan Dispensing awarded EcoVadis’ Gold sustainability rating
Silgan Dispensing, a global leader in the design and manufacture of highly engineered pumps and sprayers for the beauty, fragrance, personal care, home, and healthcare markets, has received EcoVadis’ Gold sustainability rating for environmental and corporate social responsibility (CSR) performance.
Silgan acquires Unicep Packaging
Silgan, a leading supplier of sustainable rigid packaging solutions for consumer goods products, announced today that it has acquired Unicep Packaging. As a Specialty Contract Manufacturer and Developer solutions provider, this business develops, formulates, manufactures and sells precision dosing dispensing packaging solutions
Silgan Dispensing launches Pearl 2, the next generation airless System, at Luxe Pack Monaco 2021
Silgan Dispensing, a global leader in design and manufacture of highly engineered pumps and sprayers in the beauty, fragrance, personal care, home, and healthcare markets, is premiering Pearl 2, the next generation of its airless systems. This new generation also offers materials designed for recyclability, a robust e-commerce design, and broader technical capabilities.
Two Silgan Dispensing manufacturing sites receive ISCC PLUS certification
Silgan Dispensing announces that two of its plants in Connecticut, Thomaston and Watertown, have attained ISCC PLUS Certification, the industry’s leading certification for the Mass Balance protocol, which enables tracking of recycled or bio-based material in the production of resin.
Why standardization is key to driving sustainability across the packaging industry
Silgan Dispensing is a member of Cetie, and several members of our team are involved with its various working groups, including one that focuses on screw necks or glass bottles: the Flaconnage Geometry Group. We recently talked with Juan Albi, project team leader for Silgan Dispensing’s beauty and personal care, and Sandy Gregory, director of fragrance marketing, to share about our company’s relationship with Cetie and how new standards are driving sustainability across the industry.
Dispensers that perform flawlessly, differentiate on shelf and reduce impact on the environment
At Silgan Dispensing, we leverage our expertise to create dispensing solutions that make a difference for our customers, and theirs. With consumers more environmentally conscious than ever before, making a difference means creating dispensers that not only perform flawlessly and differentiate on the shelf, but also reduce impact on the environment.
Silgan Dispensing launches new premium, noiseless sprayer – Sinfonia Elegance
Silgan Dispensing announces the launch of its newest spray, Sinfonia Elegance. Sinfonia Elegance provides the same versatility as Silgan Dispensing’s Sinfonia Spray in a new noiseless version and a softer force-to-actuate, making it an ideal solution for brands that do not want to compromise on consumer experience.
Dior's Sauvage with Silgan dispensing pump is now refillable
The fragrance industry just got a little more sustainable. Best-selling mens fragrance Christian Dior’s Sauvage is now refillable. Dior needed a fragrance pump that would last for years so they trusted Silgan Dispensing to supply one that will continue working, refill after refill.
Silgan Dispensing Melodie Pump selected for Jimmy Choo Fragrance
Silgan Dispending is honored to have worked with Interparfums to create a highly customized actuator on our Melodie pump for the newest Jimmy Choo fragrance for women: I Want Choo. This rose colored pefume looks elegant in it's luxurious bottle.
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.
Silgan Dispensing’s first foam solution featured in Bondi Sands’ newly launched self-tanning line, Pure
Silgan Dispensing has partnered with Bondi Sands on its newly launched self-tanning range, Pure. Bondi Sands’ ‘Pure Self Tan Foaming Water’ utilizes Silgan Dispensing’s EZ’R foamer, which features a first-to-market foam application that is 100% recyclable in polypropylene (PP) streams and made entirely from plastic components.
Silgan Dispensing’s Mini NEA line provides beauty brands with high-demand airless and atmospheric sample solutions
Silgan Dispensing is launching its Mini NEA line, available in airless and atmospheric versions, offering convenient and compact solutions for uses such as holiday samples, gift sets, travel sets and in-store testers. Based on the trusted, next-generation NEA platform, this pack provides an excellent evacuation rate and ultra-smooth actuation.
A look at consumer shift in attitude toward conscious beauty
As is the case with any trend, consumers’ interest in natural products has shifted in several key ways that brands in this space must recognize. “Natural” alone doesn’t carry the weight it used to, and in some cases, can be more a liability than a differentiator. Fortunately, there are several strategies brands can employ to deliver products aligned with their customers’ need.
Silgan Dispensing’s acquisition of Albéa Dispensing expands the foundation for our growth strategy
Kevin Clark, President of Silgan Dispensing Systems explains how Silgan's recent acquisition of Albéa's global dispensing business is a transformative step forward on the company's mission to be the preferred partner to its customers.
Silgan acquires Albéa’s Dispensing Systems, Metal and Brazil businesses
With the acquisition of Albéa’s Global Dispensing Systems business, which includes its Metal (Covit Europe & US) and Brazil industrial clusters, Silgan Dispensing expands its range of lotion and fragrance pumps for the beauty, cosmetic, and fragrance markets, while also adding a market-leading portfolio of foaming and fragrance and beauty sampler/mini product solutions. Silgan also gains the experienced team of Albea employees previously focused on those product lines.
e-Commerce: The new rules of packaging and dispensing design
What effect though has the rise in e-commerce had on product development – specifically packaging and dispensing design? The e-commerce model poses several important considerations for brands from a product design perspective. Damaged product, specifically its packaging, is a common reason people return online orders. Designing products that both are appealing online and durable enough to arrive intact is key.
Silgan Dispensing adds to noteworthy home and garden portfolio with latest solution, BOS Enhanced
Silgan Dispensing, a global leader in the design, development and distribution of highly engineered pumps and sprayers in the home, health and beauty markets, launches its newest solution, BOS Enhanced, a sustained duration sprayer with an improved performance and updated design aesthetics for applications in lawn, garden and beyond.
Silgan Dispensing highlights solutions to deliver a better healthcare dispensing experience
Silgan Dispensing, a global leader in the design, development, and distribution of highly engineered pumps and sprayers in the healthcare, home and personal care markets, will share insights and solutions aimed at delivering a better dispensing experience for patients and caregivers, highlighting solutions in ophthalmic, nasal, topical, wound and animal care.
Silgan to acquire Albea’s dispensing business for $900 million
Silgan a leading supplier of rigid packaging for consumer goods products, has announced that it has signed a binding offer to acquire Albea’s dispensing business for $900 million. The proposed acquisition will further broaden the closures franchise.
- Frank Robledano Espín
- Created 08 Sep 2016
- Modified 20 Sep 2016
- Hits 5177