Thomas Jonas, president of MWV beauty & personal care hosted the ribbon cutting ceremony which marked the official start-up of the new production line last month.
“The decision to expand capacity for the Melodie pump is in line with MWV’s commitment to grow in the industry and to further innovate in the fragrance segment,” said its vice-president, Guillaume de Demandolx.
The improvements to the plant are said to provide increased capacity and flexibility, while also helping reduce the facility’s CO2 emissions.
“This expansion will help us to better serve our clients worldwide, and will provide us the platform from which to launch new features in the coming years.”
In addition to the modernization of the injection molding and assembly of existing machinery, MWV has also installed best-in-class high cavitation molds and high speed assembly lines.
Its all in the engineering…
According to the company, the product’s success ‘lies in the ability to provide a soft mist spray, in a pump that is easy to compress.’
MWV’s fragrance marketing manager, Sandy Gregory told CosmeticsDesign-Europe.com “For the perfect spray you need to have a good pre-compression, which is based on the way the pump is designed and the engineering of it. If you don’t have this, you get dribbling rather than a nice cloud.”
Emerging markets drives demand
One of the major factors behind the demand for the pump is the growing emerging markets of South America and Eastern Europe and their changing preferences, according to Gregory.
“As these markets grow, we appear to be seeing growth in value rather than in volume which could suggest that brands in these regions will be trying to upgrade their image.”