Which? says brands should 'play fair' with packaging

20-Sep-2016

Product review website analyses packaging of Lab Series, John Frieda, Head & Shoulders, Nivea, Aldi and Garnier brands

Consumer product review website Which? says beauty brands should ‘play fair’ when they package their products.

Which? consulted four marketing and psychology experts to find out which beauty and personal care items used tactical packaging ‘tricks’ to encourage consumers to spend more.

Speaking to Cosmetics Business, Richard Headland, Editor of Which? said: “Research shows that we spend a very short amount of time deciding on what we put into our baskets.

. . .

This is a small extract of the full article which is available ONLY to premium content subscribers. Subscribers sign-in (top right) to read the article.

Or

Subscribe now to premium content on Cosmetics Business