US packager MeadWestvaco (MWV) has announced Amplify, an airless solution that combines a pump-on-a-tube with the soft actuation of the company's patented Rolling Bellow engine technology.
It offers consistent and controlled dispensing, said the company, and can be used one-handed. “Consumers today expect more at every price point, and the distinctions among mass, masstige and luxury products are shifting,” said Kevin Clark, president of MWV Home & Beauty.
“At MWV, we have embraced this shift through the idea that every product tier can have a more premium feel - it’s no longer reserved for high-end beauty products. With Amplify, we have created a pump designed for the right value that still enhances the consumer experience with the brand and product.”
The company developed the product in response to findings in a skincare survey that it undertook in spring this year, which found that many customers were dissatisfied with current packaging. Their chief desires are dispensers that can be operated with one hand, dispense the proper amount of product and prevent spills; are hygienic and easy to store; limit waste by allowing the consumer to use the last drop; and prevent residue build-up.