MWV Introduces the Melodie Spray Collection for the Fragrance Industry
Melodie Forever and Melodie Agile help brand owners further define and enhance the consumer fragrance experience
MeadWestvaco Corporation (NYSE: MWV), a global leader in packaging and packaging solutions, today introduced the Melodie® Spray Collection for the high-end luxury market including the launch of Melodie Agile™ and Melodie Forever™.
MWV's Melodie Forever and Melodie Agile allows brands to customize the spray pattern to match and enhance the emotional connection between consumers and the brand. (Photo: MeadWestvaco Corporation)
MWV is launching the Melodie Spray Collection to help brand owners further distinguish the consumer fragrance experience through the spray. In addition to marketing and merchandising tactics, luxury brand owners have traditionally used the bottle and secondary packaging to help define the brand, but MWV’s proprietary consumer research revealed that the fragrance spray can also enhance the consumer’s emotional connection to a product’s identity. In MWV’s quest to find new and innovative packaging concepts that help drive brand exclusivity, the company developed Melodie Agile and Melodie Forever to master perfection in spray technology and provide brand owners with a greater variety of spray options to further tailor their fragrance products.
“High fashion luxury brands focus on precision, craftsmanship and meticulous detail when creating their fragrances, to convey quality and attract loyal customers,” said Sandy Gregory, MWV’s fragrance marketing director. “MWV’s consumer insights work proves that the spray can evoke different emotional reactions and consequently elevate the user’s perception of the brand.”
The Melodie Spray Collection allows brand owners to choose the best spray option to match the individual personality of each fragrance and account for factors such as the demographics of the target user, the concentration of the formula and the season of the year, all of which impact the overall experience.
The Melodie fragrance pump is used by the most prestigious brands in the world and is known for its discreet, low-profile design that offers smooth actuation and an engine that disappears into the neck of the fragrance bottle with pre-compression spray technology. The new Melodie Agile (which was previewed with customers as Melodie Delicate), enhances the luxury experience by distributing a fine and powerful spray with gentle actuation and a whisper sound. Melodie Forever elevates the experience by providing a long, uniform spray of fine particles for coverage that wraps around the user with a weightless, subtle and sensual feel.
The Melodie Spray Collection, along with MWV’s complete line of packaging solutions for the beauty and personal care industry, will be on display at Luxe Pack Monaco on October 24 – 26, 2012, at booth number RD09.
MeadWestvaco Corporation (NYSE: MWV) is a global packaging company providing innovative solutions to the world’s most admired brands in the healthcare, beauty and personal care, food , beverage, home and garden, tobacco, and agricultural industries. The company also produces specialty chemicals for the automotive, energy, and infrastructure industries and maximizes the value of its land holdings through forestry operations, property development and land sales. MWV’s network of 125 facilities and 15,000 employees spans North America, South America, Europe and Asia. The company has been recognized for financial performance and environmental stewardship with a place on the Dow Jones Sustainability World Index every year since 2005. Learn more at www.mwv.com.
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Jennifer McMahon, +1 804-444-7925
Jason Thompson, +1 804-444-2556