MWV Heightens Luxury Fragrance Experience with the Emotions of Spray Collection at Luxe Pack Monaco

With distinctive spray “personalities,” new fragrance pumps increase brand loyalty and drive repeat purchase intent

Category:

Tuesday, October 22, 2013 9:18 am EDT

Dateline:

RICHMOND, Va.

Public Company Information:

NYSE:
MWV
"We view luxury fragrance much like fashion and beauty – each intended to make the consumer feel confident. But it’s about more than just feeling good, it’s really about facilitating a transformative state of mind – moving to the sublime through an emotional connection"

RICHMOND, Va.--(BUSINESS WIRE)--MeadWestvaco Corporation (NYSE: MWV), a global leader in packaging and packaging solutions, introduced today at Luxe Pack Monaco the Emotions of Spray Collection by MWV, an expanded line of six fragrance pumps, each with unique spray characteristics.

As the fragrance industry evolves, MWV is focused on enhancing the consumer experience through the spray. The Emotions of Spray Collection offers brand owners the opportunity to create a perfect match between the fragrance and the sprayer, heightening the consumer experience, increasing brand loyalty and driving repeat purchase intent.

“We view luxury fragrance much like fashion and beauty – each intended to make the consumer feel confident. But it’s about more than just feeling good, it’s really about facilitating a transformative state of mind – moving to the sublime through an emotional connection,” said Sandy Gregory, fragrance marketing director, MWV Beauty & Personal Care. “MWV’s consumer insights revealed an opportunity to enhance that connection through the spray.”

The Emotions of Spray Collection by MWV includes the original Melodie® pump, Melodie Agile™ and Melodie Forever™, plus three new sprayers that have distinctive spray characteristics to give brand owners even more options to tailor the spray to the positioning and personality of the fragrance:

  • Melodie Pure™ provides a perfect and fine atomization, even for water-based formulas, avoiding a wet feeling on the skin and enriching the luxury experience.
  • Melodie Delicate™ is an infinitely discreet and elegant spray, producing an ultra-feminine experience with its small, focused spray that is both soft and quiet.
  • Maestro Extravagant™ offers an exceptionally voluminous spray mist that is refreshing and airy, with a long and sustained spray pattern, providing an exuberant and indulging experience.

At Luxe Pack Monaco, MWV will also be celebrating the 50th anniversary of its Barcelona facility, MWV’s Center of Excellence for Fragrance, which manufactures all six sprayers in the Emotions of Spray Collection. Visitors at Luxe Pack Monaco can meet the MWV team and learn more about MWV’s fragrance, cosmetics and personal care dispensing solutions and premium paperboard at booth RD9.

About MWV

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 16,000 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 2004. Learn more at mwv.com.

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The Emotions of Spray Collection by MWV (Photo: Business Wire)
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Contact:

MeadWestvaco Corporation
Jennifer McMahon, 804-444-6397
mediainquiries@mwv.com