According to the director of marketing at the company, Earl Trout, the trend is growing in the US after having taken off slightly earlier in Europe.
According to Trout, the trend has taken on different forms in the two regions.
“In the US, popularity of airless systems is related to the desire to successfully dispense more viscous formulations as well as to get all of the product out of the package, whereas its Europe which is leading the way in more high-tech and organic products that require high protection” he told CosmeticsDesign.com USA.
In addition, visual effects made possible with airless systems are growing in popularity, for example swirled designs where two components of the product that are visually different can be kept separate until the last of the product has been dispensed, he said.
The company was showcasing a few of its latest additions to the airless range at the Luxe Pack show held in New York last week, including a new valve seal that has been added to both the Aria Airless and Aria collections.
The valve seal is a rubber spout that protects the formulation in the pump, ensuring that it doesn’t not dry out or spoil when left in the spout in between uses.
If coupled with an airless system and the company’s pure path technology, which prevents the product from coming into contact with any metal components as it is being ejected, the valve seal ensures complete protection of the formula until it is dispensed by the consumer, the company explained.
A new size has also been added to the Aria Airless range which is now available in sizes from 15ml to 75ml.
Adagio pump
In addition to the valve seal, MVW also recently launched the Adagio pump dispenser, which it claims to be its most low profile pump.
According to the company, this pump dispenses 0.5ml of product and it is positioned towards the prestige and masstige cosmetics markets. It uses the Pure Path Technology and MWV said it can be used with a range of formulations such as lotions, sunscreens, hair serums and body care treatments.