Private label cosmetic and personal care products are attracting consumers with an increasingly wide range of offerings that stress their value-added nature, as well as affordable prices. Reflecting private label’s innate reliance on quality and function rather than image, manufacturers have been especially focusing on using scents to add value, from traditional florals to more adventurous notes. They are also creating more sophisticated ranges of products, offering a variety of bath, skin care and cosmetic items with different benefits to tempt consumers to abandon high profile brands. Some retailers are also developing hybrid private labels, working with other companies to provide brand name ranges exclusively through their stores.
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