'Compact' – it is all in the word; it conveys the ability to compress both product and brand into a small and convenient space.
But at the same time, that space needs to be defined by a container, which is different and at the same time pleasing.
That need for difference, and for maximum appeal to new groups of consumers, has made defining the word 'compact' and the materials it is made from more difficult than ever.
The range of products delivered in some sort of compact has been growing, from
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