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Spray Technology: Propelling Toward the Future

By: Jeff Falk
Posted: October 13, 2008, from the March 2006 issue of GCI Magazine.

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It is particularly interesting to see how pumps created for fragrance brands have been designed to reinforce the brand image while improving delivery of the product. The pump Pfeiffer created for Diesel Green by Marbert integrates the ease-of-use functionality of a trigger pump with a distinctive, brand-evocative design. Rexam’s Snap In® SP8 pump mechanism reinforces brand identity by accommodating the low neck and profile of HUGO energise, and the camouflaged dip tube and pump mechanism was designed to complement the overall packaging.

Samples and the Shrinking Atomizer

Fragrance samplers also are benefiting from spray technology. “Fragrance is an area that is increasingly challenging, and it is critical that the consumer’s first impression of a fragrance is favorable,” said George Kress, vice president, global packaging, The Estée Lauder Companies, in a press release regarding Valois of America’s new spray technology. Integrity of the fragrance is vital, and sprays have long been the ideal delivery system. Spray manufacturers have the increasing ability to produce small spray systems that are cost-effective, scalable and compatible as insertions.

Valois of America developed a single-use atomizer that can be inserted into magazines. The atomizer, called Imagin, is presented flat, and allows air to enter upon opening. Estée Lauder introduced its pleasures fragrance with Imagin inserts in Us Weekly—the first time an actual spray sampler was inserted into a magazine, according to Valois of America.

“Valois’ goal was to develop a sampling system that preserved the freshness of the fragrance and could reach as many people as possible,” says Eric Bauer, president, Valois of America, in the product launch press release. “Our consumer research demonstrated a need for an innovation, superior to existing sampling technology.”

According to Valois of America, the technical principle is based on a biphasic system, mixing air and liquid fragrance throughout a porous material to create a fine spray. The actual package is a form, fill and seal technology. Upon opening, the cardboard is expanded. Squeezing the package applies pressure on the internal bag that contains the fragrance and the spray is created.