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Packaging’s Role in Delivering Brand Promise
By: Jeff Falk
Posted: February 5, 2009, from the January 2009 issue of GCI Magazine.
Thomas Jonas, president, MWV Personal & Beauty Care, joins the discussion on the evolution and impact of airless packaging on consumer perception—a conversation that began in the January 2009 issue.
Thomas Jonas, president, MWV Personal & Beauty Care, joins the discussion on the evolution and impact of airless packaging on consumer perception—a conversation that began in "Airless Packaging Brings Form, Function" (January 2009).
GCI: What are the advantages of airless pumps? What challenges does it overcome? How does this meet trends to serve both marketers and consumer?
Thomas Jonas: The advantages of airless dispensing technology are vast. In terms of aesthetics, brand owners want their products to have a unique look and feel in order to stand out on crowded store shelves, and to connect with existing and potential new customers. This is especially true in the high-end cosmetic market where brand owners strive to establish an intimate relationship with consumers to establish and build brand loyalty.
A key aspect in building and maintaining brand loyalty is ensuring a positive consumer experience with the product. This experience begins the moment the product is viewed on the shelf to the way it performs on a daily basis. The functionality and performance of a dispensing system is just as integral to the brand experience as the way the actual formula performs on the skin. From the consumer’s perspective, if the pump doesn’t perform well, neither does the formula, creating dissatisfaction with the brand overall.
Some airless dispensing systems are not able to support highly viscous formulations, and others offer too many components which are overly complicated in design. MWV Calmar has addressed these issues [with a number of offerings]. MWV Calmar converted its Aria dispenser from a conventional, venting pump into an airless system with a follow-up piston that supports viscous formulations. From a visual perspective, this pump is sleek and elegant, and can be customized in design. From a functionality perspective, our Aria airless system provides numerous benefits to the customer and consumer. Because the formula does not come in contact with air, this dispensing system prevents formula contamination, and is ideal for those that are particularly oxygen sensitive, allowing our CPG customers to rely on fewer preservatives in their product. The system promotes use of the entire product and is also easy to use.