MeadWestvaco Corp. has confirmed that the U.S. Patent and Trademark Office has approved the company’s patent application for a fragrance dispensing system using MWV’s NoC® dip tube (patent number 7,718,132).  The NoC is the world’s first dip tube that appears virtually invisible, thanks to the inventive use of light-refracting technology.

“MWV’s research1 has proven that consumers identify a fragrance’s packaging as the main reason for trying a scent, so brands looking to further their market share must take advantage of striking, visual packaging innovations – such as NoC® – to better stand out in today’s competitive fragrance marketplace,” said Sandy Gregory, MWV fragrance marketing director.  “The patent application approval in the United States is a critical victory for MWV because it validates our efforts to produce significant innovations for our fragrance and cosmetics customers.”

The patented fragrance dispensing system using MWV’s NoC® dip tube offers brands complete freedom to design a premium fragrance package which allows the decoration and design features of the perfume bottles to take center stage in the consumer’s eye.  The elegant pairing of MWV's virtually invisible NoC dip tube and Melodie® pump allows the fragrance to stand out as a superior, prestige product.  In addition to the clear aesthetic value that this fragrance dispensing system brings to luxury brands, the technology also helps to identify and prevent counterfeit fragrances in the marketplace.

MWV Beauty & Personal Care will showcase sample fragrance dispensers featuring the NoC® technology on-site at Luxe Pack New York, occurring May 19-20 at the Altman Building and Metropolitan Pavilion; MWV’s booth is number E15. Specifically, MWV will highlight the patented system’s use in several prestige fragrances including The Beat by Burberry; Féerie by Van Cleef and Arpels; Parfums Intimate by Victoria’s Secret; Zaad by O’Boticario; and Bright Crystal by Versace.

The patent approval comes just five months after MWV received a Notice of Allowance from the U.S. Patent and Trademark Office on the patent application. Related patent applications are pending in the U.S. and other countries.

The fragrance dispensing system using the NoC dip tube was introduced by MWV in 2006 and is manufactured globally to support prestige fragrance brands around the world.