MWV's spray “personalities" to enhance connection with consumers

MeadWestvaco's fragrance marketing director Sandy Gregory tells CosmeticsDesign.com USA that the Collection will give brands the opportunity to create a perfect match between the fragrance and the sprayer, which will heighten the consumer’s experience, increasing brand loyalty and driving repeat purchase intent.

"Why should different perfumes have the same spray? They need to match the story and perception of the brand," ​she tells this publication.

This line is an expansion of the original Melodie Spray Collection, featuring three new sprayers; Melodie Pure, Delicate and Maestro Extravagant, all of which have been designed and developed to customize the spray pattern to match and enhance the emotional connection between consumers and the brand.

Pure is said to be best for water-based formulas, to avoid a wet feeling on the skin and enrich the luxury experience, whilst Melodie Delicate is a discreet spray that produces an 'ultra-feminine experience', and Maestro Extravagant offers a refreshing and airy spray mist.

"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,”​ Gregory explains.

How fragrance is applied is more important to consumers than you think...​

The development of the line, the fragrance marketing director tells this publication, is mainly down to consumer insight which has revealed a shift in emphasis from aesthetics to the way a fragrance is applied, whether on the whole body or just a precise area.

"Consumers have different expectations; men prefer a more focused and precise spray, while women look for a more enveloping and disperse type of spray that provides a sensorial experience,"​ Gregory stresses.

Brand owners are coming around to the idea now more than ever, she says, in understanding the importance of investing in the little details like how their fragrance is delivered, and that it is just as important as the packaging to consumers.

“It is subliminal – it won’t define the product, but the subliminal is not always inferior to something that is tangible," ​the marketing director concludes.