Which? says brands should 'play fair' with packaging

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.

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