It is therefore with some satisfaction that the leaders of MWV attended this new edition of Luxe Pack New York. Because this favourable ruling from an American court of Justice on the validity of their patents on that famous transparent dip tube puts an end to many months of proceedings opposing the group to several of its competitors.
“MWV’s research has proven that consumers identify a fragrance’s packaging as the main reason for trying a scent, so brands looking to further their market share must take advantage of striking, visual packaging innovations – such as NoC® – to better stand out in today’s competitive fragrance marketplace,” said Sandy Gregory, MWV fragrance marketing director. "The patent application approval in the United States is a critical victory for [MWV->MWV] because it validates our efforts to produce significant innovations for our fragrance and cosmetics customers.”
Specifically, MWV will highlight the patented system’s use in several prestige fragrances including The Beat by Burberry; Féerie by Van Cleef and Arpels; Parfums Intimate by Victoria’s Secret; Zaad by O’Boticario; and Bright Crystal by Versace.
The patent approval comes just five months after MWV received a Notice of Allowance from the U.S. Patent and Trademark Office on the patent application. Related patent applications are pending in the U.S. and other countries. The fragrance dispensing system using the NoC dip tube was introduced by MWV in 2006 and is manufactured globally to support prestige fragrance brands around the world.
Two new pumps in the Melodie line
Meanwhile, the Group was presenting an extension of its popular Melodie line of fragrance pumps with the launch of Melodie® Delicate and Melodie® Forever. “These two new solutions,” we were told at the MWV stand, “build on MWV’s current Melodie portfolio to provide the most advanced dispensing technology options available for the high-end luxury fragrance market.”
Originally launched in 2005, Melodie fragrance pumps are known for a discreet, low-profile design that offers smooth actuation and an engine that disappears into the neck of the fragrance bottle. The new pumps also offer these discreet aesthetics along with pre-compression spray technology. Melodie Delicate enhances the luxury experience by distributing an even, delicate spray pattern with gentle actuation and a whisper sound. Melodie Forever elevates the luxury experience even further by providing a long, sustained, uniform spray of fine particles for a “weightless, subtle” feel.
“At MWV, our goal is to provide robust and innovative packaging solutions that meet every unique customer need,” said Mark Cross, senior vice president, MWV Packaging. “These extensions to our Melodie pump offering help build our dispensing technology platform while continuing to support high-end luxury fragrance brands with the best quality spray performance in a well-known and proven design.”
It may be recalled that MWV employs a total of 15,000 people worldwide and operates in 30 countries and serves customers in over 100 countries.