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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

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.

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GCI: What is the cost impact?

Thomas Jonas: The airless market in the past five years has been almost exclusive to prestige products, but that is changing to range from mass market to masstige as well. This has happened because [suppliers] have brought their global footprint and high-speed manufacturing capabilities to this market allowing for better economics on airless dispensing systems. By combining our manufacturing know-how with key partners and internal resources for decoration and conceptual design, we are able to offer solutions that fit each level of the market in the areas of performance, aesthetics, and customization.