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. “These studies have highlighted the importance of sprays in the consumer experience, and how expectations vary, especially between men and women and also between the different moments of the day,” explains Sandy Gregory, Associate Marketing Director Global Fragrance and European Beauty.

The two new sprayers, Melodie Touch and Melodie Mystery, aim to offer brand owners a new solution for delivering the perfect spray experience thus addressing the unique fragrance needs of every consumer, in any situation.

“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,” adds Sandy Gregory. “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.”

Discreet application

Most of the time sprays consumers consider sprays are the best fragrance dispensing systems. However, studies conducted by WestRock show that in certain occasions more discretion and control are required. The Melodie Touch spray was designed to address these needs.

The small-size spray provides a discreet and directly targeted dose that is perfect for application and touching up in public spaces. It is also well suited for concentrated perfume formulas, an emerging trend among prestige brands.

“With global consumer lifestyles becoming increasingly busy, consumers can effortlessly continue to enjoy their usual rituals and traditional spray gestures without over-applying thereby adding value to the product and promoting brand loyalty,” highlights WestRock.

More customization options

Seventh sprayer in the Emotions of Spray Collection, the new Melodie Mystery maintains the magical aura offered by a prolonged, sensual and fine spray while combining it with a focused and targeted application.

“The quality of the spray has become part of a fragrance marketing mix. The perfect match results in an emotional connection between consumer and that fragrance. Brands are even starting to communicate on that,” concludes Sandy Gregory.