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.
Melodie Mystery™ is WestRock's latest addition to the Empotions of Spray Collection, designed to offer perfect dispensing as well as an attractive silhouette. Speaking with Sandy Gregory, WestRock's Associate Marketing Director for Global Fragrance & EU Beauty, we learned just how far the company goes to ensure brands can offer their consumers the perfect product usage experience.
How has WestRock been doing of late with regard to providing fragrance brands with dispensers?
There have been many changes over the years in the fragrance industry, but one clear thing about the sector is that it has always focused on aesthetics, the look of the brand, conveying its value proposition through visual impact. In 2005, we launched a new generation of pumps. They were low profile items with the functional parts hidden in the neck so that the dispenser didn't have a negative impact on the overall aesthetics. Melodie® was one such pump, and it became an instant star in the fragrance sector, adopted by such major brands as Chanel, Puig, Mont Blanc, and others. We've penetrated into LVMH over the last couple of years, in fact, and have worked on projects for such brands as Dior, Guerlain, Givenchy, and Kenzo. My point is that the market appreciation of Melodie has been just amazing.
Why was the response so overwhelmingly positive?
We did something that nobody else had done. We shifted away from solely focusing on the aesthetics or on the mechanism. Westrock's innovation strategy was to ask consumers to focus on the experience of using the spray and tell us how they felt about it. The feedback was amazing, the reactions we received from actual consumers was just astounding. We learned answers to questions we hadn't even thought to ask, the sheer amount of data we got was vast.
What sorts of things did WestRock learn?
We learned about genuine, consumer-oriented pain points that nobody had previously known existed. We learned what consumers considered good and bad sprayers, but beyond that, we learned that there were general preferences shared by a number of groups, broken down by sex or by age. We asked them to try different sprays and we could clearly detect that when each consumer found what they considered the right spray for them, an emotional connection was made. That's when we took all of the data we had compiled and based on it, created the Emotions of Spray Collection.
What was the purpose of the Emotions of Spray Collection?
We wanted to provide fragrance companies with dispensing options based not only aesthetic appeal, but direct emotional appeal. Emotions of Spray linked a wide variety of our dispensers to emotional responses and eliminated pain points. We could approach our customers or prospective customers and offer them dispensers that not only looked attractive and could enhance their brand, they would also be able to appeal to their target consumers, based on the needs and desires of those demographic groupings. Melodie Forever™, for example, is one of our long and exuberant sprayers, and we learned it was especially indicated for women, they loved the broad dispensing and the ritual feel to it. Melodie Agile™, on the other hand, is a smaller and more focused sprayer, and we learned it was generally more appealing to men. They appreciated the fact that it was direct, more task-based. The point is that the spray is an intrinsic and important part of the overall packaging. By matching the right spray with the right target, brands can create a more luxurious perception. That drives brand loyalty and creates a more solid link with the brand. With all that in mind, we launched the Emotions of Spray Collection and it created a furor among brands.
It created a new paradigm, then?
Yes, in a sense. Aesthetics are still important, obviously, but we added another dimension to the development process. That allowed WestRock to penetrate new accounts and offer existing customers new concepts. Our initial Emotions of Spray Collection gathered six sprayers, and all of them are currently being used by brand owners. Everyone in the industry agrees, there's no turning back, you're not going to see just one just one spray for all in the luxury/prestige market any more.
What about Melodie Mystery? Is that the latest addition to the collection?
We continually strive to offer new products that provide more nuances to match the positioning of fragrances. We'll be launching Melodie Mystery at Luxe Pack Monaco. It's a long, sensual, fine spray. It's magical. Melodie Mystery maintains the magical and sensual aura but it's more focused and targeted. It doesn't dispense all over the place, it's more narrow and more likely to hit your body. It offers a nuance to the Melodie line. You have to understand, the ones that ultimately select the correct dispenser for their product are the brand owners. We show them the samples and offer them our research findings and they can select which dispensers are most relevant. A fragrance is a story - love, romance, success, nostalgia, sex - they're all stories to be told with fragrances, and the sprayer selection must adapt to that story. The overall look of the packaging, point of sale materials, advertising, and other factors are all part of that story. We're saying the sprayer is a part of that. That's why we keep releasing more options, like Melodie Mystery, so that our customers can find the perfect match.
Have reactions been positive thus far?
Opinions are, thus far, good. Most brand owners do not perform research on sprayers so we share our data with them in order to create lasting partnerships. What we're seeing is that brands and WestRock are developing stronger bonds. We bring a level of expertise to the table they do not have. We give them information that allows them to strengthen customer loyalty and increase repeat purchase. We have experts in market research that are available for meetings with brands to take them through the research results. We're moving in to brand analysis to show our customers what's around them and getting back to them to discuss their consumer profiles. In that sense, we're becoming a consulting firm rather than a simple packaging manufacturer or fulfilment company. We work hard to analyze their products and their customers, so we can create designs that will add value.
I'm curious as to how WestRock sees dispensing. How are the sprayers different from each other?
Well, let's take Melody Forever, for example. That sprayer is geared toward young females. Melody Forever is about sensuality, about pampering, a moment of abstraction. It's tied to concepts like "fantasy". It sprays a diffuse cloud of product into the air, it creates a fanciful moment and place. Older women tend to be more practical, more reality-based and are more concerned about the product and using it sparingly. Young sporty men also liked Melodie Forever, but again, they preferred more dynamic, sporty sprays. To more mature men, it was more sophisticated, less powerful, so they preferred Melody Agile. Sure, men liked Melody Forever, but not as much as others like Melodie Agile. You have to be careful not to judge with brands.
Would you say the volume of the dispensing is a key differentiating feature, then?
Yes, but there are others, such as the fact that sprayers have different sounds. Some are sonorous, some are more quiet, like Melodie Delicate. Sound is also a part of the experience. Whether the overcap clacks or snaps when you replace it, whether it's more discrete, the sound of the actuation, the sound of the product evacuating, the response on the actuation stroke - these are all subliminal things that have been researched and done on purpose. Using a fragrance is not about features, it's about dreams. If there's one thing we want to convey it's that perfection is in the details.
Are WestRock's dispensers exclusive to the luxury market?
In the fragrance market, there's a big race to differentiate. Brands will go to great lengths to get the right mix, including the correct dispenser. Tailored sprays are a new era in luxury fragrance packaging. I believe this will eventually become the standard in any segment of the market as a must-have feature.
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.
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.
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, 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.
The rising pet care market and its impact on packaging
As consumers spend more on pet care in unprecedented amounts, they’re demanding higher quality products. Packaging plays a vital role in helping brands meet those higher standards and delivering on the high-end experience consumers expect for their pets.
Silgan Dispensing's TS800 trigger sprayer awarded 'Made for Recycling' certificate by Interseroh, a German recycling and waste management firm; certification complies with new German Packaging Law
Silgan Dispensing has announced that its industry-leading TS800® trigger sprayer has been awarded a “Made for Recycling” certificate by Interseroh, a German recycling and waste management firm.
Silgan Dispensing introduces expanded PCR portfolio
Silgan Dispensing has released three additional solutions to its suite of post-consumer recycled products and introduced an industry-leading color library of more than 80 options. PCR offers exciting new possibilities to reduce waste and energy use while still achieving the highest levels of performance.
Luxe Pack exhibitors strike balance between eco and prestige – Working with PCR
In January, Silgan Dispensing introduced its first wave of PCR plastic products; its approach was to make certain components in its dispensers from 100% recycled material, while keeping those parts requiring high tolerance in virgin plastic. At Luxe Pack Monaco, the company launched further options.
Silgan Dispensing focuses on brand differentiation and sustainability solutions
Silgan Dispensing, a global leader in the design, development, and distribution of highly engineered pumps and sprayers in the home, health and beauty markets, is highlighting its expanded PCR product portfolio, which includes one of the industry’s widest range of available solutions, as well as its suite of products that address the challenges brand owners face in a dynamic packaging landscape.
Silgan Dispensing and PCR: Committing to sustainability through APR partnership
For today’s consumers, sustainable packaging isn’t a “nice to have” anymore. Because of this, brands are looking for packaging partners to help them meet the rise in consumer expectations, which is why sustainability continues to be a strong focus for Silgan Dispensing. Our recently launched suite of PCR products features closures and dispensing solutions made from post-consumer recycled plastic.
5 factors to consider when selecting an actuator for your aerosol product
For aerosol consumers, the actuator is often the most overlooked part of the product packaging. While they recognize the actuator is the component that dispenses the product, not many are aware that the actuator also controls the fineness of the spray, the amount of product that is dispersed and even how the product is applied. Because the actuator controls the nuances of how a product is dispersed, the actuator can make all the difference in an end user’s experience with a product.
Silgan Dispensing announces first suite of PCR (Post-Consumer Recycled Plastic) products
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 its first suite of products featuring post-consumer recycled (PCR) plastic to help brands better meet their sustainability initiatives.
Silgan Dispensing reveals new solutions that address evolving customer and consumer needs
Silgan Dispensing, a global leader in the design, development and distribution of highly engineered pumps and sprayers in the beauty, home and garden markets, is highlighting several of its latest innovations. The company is presenting new solutions for the Fragrance and Skincare markets that will address the changing needs of customers and consumers worldwide.
Only 33 percent of people applied sunscreen to all of their exposed skin. We’ve set out to make it more convenient to protect your skin from the sun’s harmful rays. Our new Mark VII® Max Style pump – an update to our Mark VII Max pump – is the result of our own in-depth consumer research. We learned that consumers prefer a mess-free experience (sprays), fast and easy application and full coverage.
Silgan Dispensing stands out from the crowd and increases brand loyalty through premiumization
More and more these days, our customers are looking to be different, driven by consumer demand for a more premium brand experience. Brands consistently are seeking to stand out to capture consumers’ attention through thoughtful consideration of packaging design. Premiumization, a trend that started a handful of years ago, continues to gain steam as brands seek to create a better experience for customers.
The personal care industry finally is experiencing a long-awaited shift in how brands approach package design and marketing. Previously, there was a certain degree of commoditization among personal care products with many relying on a singular new feature or gender-specific packaging to catch the eyes of targeted consumers. Now, product and package design are seen as the biggest drivers for consumer sales thanks to a confluence of factors.
Givenchy (LVMH) selects Silgan Dispensing's Melodie Mystery pump for L'Interdit Fragrance
Silgan Dispensing, a global leader in the design, manufacturing of highly engineered pumps and sprayers in the beauty, home and health markets, is pleased to announce that the Melodie Mystery pump from its Emotions of Spray Collection has been selected by Givenchy (LVMH) as the atomizer for the new iconic L’Interdit fragrance.
Silgan Dispensing introduces Iridya eye dropper to ensure accurate doses down to the drop
Targeting unmet consumer needs in the ophthalmic market, Silgan Dispensing, a global leader in the design, development and distribution of highly engineered pumps and sprayers in the pharmaceutical, home and beauty markets, announces the launch of Iridya, a next-generation, multi-dose preservative-free eye dropper.
Silgan Dispensing brings expertise and a wide range of solutions for the luxury market to Luxe Pack Monaco
Silgan Dispensing, a global leader in the design, development and distribution of highly engineered pumps and sprayers in the beauty, home and health markets, invites guests to join them in experiencing how they can play a key role in the design and development of custom solutions at Luxe Pack Monaco.
Consumer insights on sustainable fragrance packaging and the development of Melodie Pirouette
Silgan, a globally recognised dispenser of fragrance packaging, shares the results of an important study examining consumer attitudes towards sustainability, delivering on their brand promise to improve consumer experience.
Silgan Dispensing Systems launches Pearl Baby Bear in US market
Silgan Dispensing Systems, a global leader in the design, development and distribution of highly engineered pumps and sprayers in the home, health and beauty markets, has recently launched Pearl Baby Bear, a new airless pump for baby skin care products that features a charming decorative bear nozzle.
Silgan Dispensing Systems a globally known supplier of innovative and high-performing pumps and sprayers has recently partnered with Spectrum Brands to create a new custom technology named QuickFlip. This high-performing, easy-to-use hose end sprayer and bottle gives consumers the control they desire with activation at the flip of a switch.
Silgan Dispensing Systems debues new airless pump on tube – Amplify – with Neopac, at PCD Paris
Silgan Dispensing Systems, a leading global supplier of highly engineered pumps and sprayers to major branded consumer goods product companies in the home, health and beauty markets, announced on the 31st of January the launch of Amplify, the company’s new airless pump on tube boasting an empty rate of 96 percent.
- Frank Robledano Espín
- Created 09 Sep 2016
- Modified 21 Sep 2016
- Hits 2391