Fine Mist Sprayers
The choice of a fine mist sprayer can keep a consumer buying
a product or send that person to a competing brand.
“A good dispenser can elevate a brand for the consumer,”
noted Richard Palmer, Creative Director at Little Big Brands,
a White Plains, NY-based brand strategy and design agency.
“A dispenser that doesn’t work properly or optimally is going to
significantly affect the user experience. Consumers have so many
options these days that if you aren’t considering every aspect of
a product, you risk losing ground to brands that are working to
create a holistically strong brand.”
That’s the nature of the current marketplace. It’s no longer
enough to have a great brand name, product, package design or
labeling. Brands have to add the dispensing experience into the
mix to keep customers.
“The dispensing experience is becoming more important as
more innovative dispensing options become available,” explained
Kevin Keating, President of PKG, a package design, strategy and
branding agency based in Chicago, IL. Consumers won’t put up
with a bad dispensing experience, even for a product they love.
No Going Back
As Millennials expand their influence and purchasing power, the
marketplace will travel a steeper trajectory. The user experience
will continue to grow in importance.
What’s driving this change? Palmer thinks consumers are much
more aware of their voices and they know they’re more influential
now than they have ever been. He credits social media for the
rise, as consumers can share their experiences with their social
networks and are more likely to share frustrations and annoyances,
he said.
“There’s also more variety out there,” Palmer stated. “A brand
has to be as good as—if not better than—its main competitor, or
anyone else in the category. There is always another alternative
right next to it on the shelf.”
That alternative could be a direct competitor. It
could be a less-expensive store brand or it could be
an unforeseen competitor that just pops up.
Consumers are not seeing their paychecks
stretch as far as they once did. They have become
more fickle, less loyal and more open to smaller,
local brands. This is borne out by a recent
white paper from McKinsey & Co. titled No
Ordinary Disruption: Winning with New Models
in Packaging.
According to this white paper, Millennials
are poorer than their parents. They
don’t have large sums of disposable income,
but most of them are digital natives. The
Internet gave them access to information
earlier generations didn’t have. Alternatives
and experimentation seem to be part of their
DNA. They are not afraid to stray from brand
to brand and product to product as they seek
out authentic or local brands—and this will
continue.
32 Spray May 2021
Chris Mordi
Executive Director,
Marketing & Communications,
FLOCON, Inc.
Consumers demand a memorable dispensing experience…
The Mario Badescu Facial Spray line
EO Organic Deodorant