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Markets & trends

Perfumery pumps: towards ultra-segmentation

The launch of the Panache pump by Rexam (now Albéa) in October 2011 has been a landmark for the market. The size and dispersion of droplets is now a major competitive issue for the main pump suppliers. The latest edition of Luxe Pack, which was held in Monaco from 23 to 25 October 2013, just confirmed the trend.

MeadWestvaco (MWV) is the company that has gone the farthest in segmenting the market of perfumery pumps. At the latest edition of Luxe Pack Monaco, MWV showcased “Emotions of Spray”, a range of six fragrance pumps, each of them having their own and unique spraying characteristics.

Six different pumps

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.

The specificities of each pump offer brand owners the opportunity to create a perfect match between the fragrance and the sprayer.

The “Emotions of Spray” collection includes a total of six pumps. The original Melodie pumps, Melodie Agile and Melodie Forever, which are already well known, plus three new sprayers that have distinctive spray characteristics:

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

Such a diversity gives brand owners even more options to tailor the spray to the positioning and personality of the fragrance and heighten the consumer experience.

MWV’s consumer insights revealed an opportunity to enhance that emotional connection through the spray,” adds Sandy Gregory.

Aptar launches Precious and La Petite

With its two launches, Aptar explores two different trends.

On the one hand sensuality, with the pump Precious, of which a prototype was presented last year, which now adds up to Sensea and expands the supplier’s sensorial range. Precious offers a voluminous and continuous spray: a light pressure from the finger is enough to activate the spray and let the perfume being diffused gradually and continuously (diffusion time is three times longer for the same amount of perfume) in a delicate mist that envelops the skin. The mist effect can be achieved thanks to an extremely uniform spray combined with exceptionally fine particles.

On the other hand discretion, with La Petite, dedicated to customers looking for a miniaturized technical product, in order to focus on the bottle’s noble forms and materials.

Diversified applications for Panache

Eventually, Albéa’s Panache pump, continues to diversify. The very pump to control the size and dispersion of droplets and offer a real mist of perfume has participated in about 15 launches already.

Beyond perfumes, Panache can be adapted to other formulations (sprays and body, hair care, deodorant) whether they are alcohol or water or oil based. This Panache Pulse version, which contains no propellant, is a sustainable alternative to aerosols. “With its recognized expertise in the field of spray, Albea is the only supplier of cosmetic packaging to offer this technology for various applications,” highlights the company.

Perfumers just have to make a choice.

V.G.

Portfolio

  • MWV: Emotions of Spray Collection
  • MWV: Emotions of Spray Collection
  • Aptar: La Petite
  • Aptar: Precious
© 2013 - Premium Beauty News - www.premiumbeautynews.com
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