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Packaging & design

For Westrock customization is key to a successful fragrance launch

With its Creative Studio for Fragrance, the global packaging company wants to give brands even more opportunities to unlock the power of creativity and customization in fragrance and beauty and personal care.

At Luxe Pack Monaco, last October, and at PCD in Paris, last week, WestRock presented a suite of fragrance decoration and customization options created within its Creative Studio for Fragrance.

The Studio represents a sampling of dispensing solutions for fragrance - pairing decorative overtubes, WestRock’s NoC invisible dip tube, and customized collars and actuators with new capabilities in extensions for spray caps - to create the innovative aesthetic effects.

Customization as a key factor of success

"After having segmented vaporization, we focused ourselves on decoration and on ways to attract consumer’s attention. It is increasingly important to give consumers the impression that each product is made for them," highlights Sandy Gregory, Marketing Director Global Fragrance & EU Beauty at Westrock.

According to WestRock, consumers are looking to fragrance brands to provide new ways of self-expression and offer unique, tailored experiences. “As brand owners are constantly on a quest to enhance the fragrance experience for consumers, they need a packaging partner who can help further unlock creativity and allow ideas to come to life in a practical, efficient way,” says the supplier of packaging solutions.

The Creative Studio for Fragrance is an example of what is possible with WestRock’s customization capabilities for the Melodie pump which include:

- Decorative elements, including overtubes, to allow for more design options and a differentiated look to help set brands apart;
- WestRock’s NoC invisible dip tube, which becomes the perfect complement as the patented invisible dip tube technology does not interfere with the design elements of the overtube and works cohesively with the rest of the pack; and
- WestRock’s Melodie Clikit technology, which allows the finished elements to be delivered to brand owners as a one-piece, pre-assembled unit.

At WestRock, we study how consumers interact with packaging. We know from our insights work, which helped launch the Emotions of Spray Collection, that consumers notice, appreciate and feel connected by the nuances of the total fragrance experience: the way the spray touches their skin, the sound it makes as they spray and, of course, the overall look that will remind them of the magic of the story behind the fragrance. All of these elements come together to create a memorable experience with each use,” concludes Sandy Gregory.

V.G.

© 2016 - Brazil Beauty News - www.brazilbeautynews.com

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