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MWV heightens luxury fragrance experience with emotions of spray collection

MeadWestvaco (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.