Is Unilever's decision to reveal its ingredients the right one?

20-Feb-2017

Unilever announced its transparency initiative for its personal care brands earlier this month. This could be a great opportunity for brands to retain customer loyalty, but it's not as simple as that

Stuart Galvin is the Business Director at shopper marketing agency SMP. Here he talks about the benefits and challenges brands will face if they follow Unilever and disclose ingredients.

For many years, the US Food and Drug Association (FDA) has permitted 'fragrance' to be used as an umbrella term for all the various chemicals included in personal care products.

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Most personal care and fragrance manufacturers have so far ...

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