Packaging is the main reason for trying a scent, says MWV

By Katie Bird

- Last updated on GMT

Related tags Marketing Brand

Attracting the consumer with packaging is key to the success of a fragrance, according to the global packaging player MeadWestvaco (MWV).

Recent research carried out by Research International on behalf of the company suggests that a fragrance’s packaging is the most important reason a consumer will pick up the scent in a store and try it.

Furthermore, nearly three quarters of consumers do not know which product they wish to purchase until they are in the store, creating a large population of undecided, potential consumers.

Using the packaging to attract the eye of this potential consumer is the best way of ensuring the product is taken to the checkout and not returned to the shelf, the company claims.

Brand differentiation through packaging

CosmeticsDesign-Europe.com caught up with marketing manager for the fragrance division Sandy Gregory at the recent Luxe Pack show in New York to discuss the importance of packaging in this sector and recent developments from MWV that can help brand owner’s differentiate their offerings.

“Consumers do not have a preconceived idea of what they want to buy, when they go into the store they are open to persuasion,”​ she said.

“On the incredibly heavily loaded store shelves the main thing that attracts them is the packaging and we need to help brand managers answer this.”

Extreme designs definitely help attract the attention, she said, citing recent offerings such as Ricci Ricci, from Nina Ricci, which has a pink bottle with a large, pink bow functioning as the cap, or the runaway success of One Million from Paco Rabanne with its gold ingot design.

Where design is paramount, MWV claims its recently patented NoC dip tube can help, as its discrete look does not interfere with the desired look.

The company launched the dip tube, which uses light refracting technology to appear almost invisible inside the bottle, in 2006 and it has just received a patent from the US Patent and Trademark Office.

MWV says that recent launches including The Beat by Burberry, Féerie by Van Cleef and Arpels and Bright Crystal by Versace, all use the NoC tube.

The dip tube can also be teamed with the company’s Melodie Clikit pump which can be personalised and be decorated in a way that reflects the design of the overall product.

Related topics Packaging & Design

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