Sensory is king: WestRock launches two new fragrance sprays

By Lucy Whitehouse contact

- Last updated on GMT

Sensory is king: WestRock launches two new fragrance sprays
The global packaging company has announced the launch of two new packaging solutions for spraying functionality.

The sprayers, known as Melodie Touch and Melodie Mystery, apply fragrance in novel ways, according to the company, offering “brand owners a new solution for delivering the perfect spray experience with one simple touch.”

The Touch model delivers fragrance in a closely target dose, according to the company, designed for “touching up in public spaces​” and “well suited for concentrated perfume formulas, an emerging trend among prestige brands​.”

Melodie Mystery, on the other hand, is designed to enable brand owners to customize their fragrances to a greater extent than currently possible, according to the packaging company.

WestRock launched the sprayers during this week’s Luxe Pack Monaco trade show, and states that the development of the items was driven by consumer insight.

Consumer research: sensory is king

According to WestRock, its market insight led to the development of the new sprayers, which are intended to broaden the array of sensory-led application experiences.

WestRock’s consumer research and insights have shown consumers notice, appreciate and feel connected by the nuances of the total product experience: the way a spray touches their skin, the sensation of dispensing of product and of course, the overall look​,” explains the company.

Sandy Gregory, Associate Marketing Director Global Fragrance and European Beauty, revealed more on the importance of the sensory experience when it comes to fragrance.

“Both Melodie Touch™ and Melodie Mystery™ provide a new way to reflect the positioning of a brand’s fragrance and to heighten the consumer’s experience​,” she said.

Each dispenser offers the ability to deepen the fragrance experience, and we know from our research as well as other offerings in the market that spray can increase consumers’ brand connection and drive repeat purchase intent.”

Sensorial matters

Industry commentators of late have been clear that offering consumers a strong sensory experience is crucial for categories across fragrance and makeup, as well as skin and hair care.

Writing recently for Cosmetics Design, industry expert Belinda Carli detailed the rise of the trend and why it is now crucial for the market.

With increasing competition in this sector, sensory now matters more than ever to help a consumer really fall in love with every aspect of your product​,” she confirmed.

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