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Unilever's Smaller Deodorant Packs Find Support Among Consumers, Study Shows

June 18, 2013: 12:00 AM EST
Unilever's introduction of versions of its Sure, Vaseline, and Dove deodorants with smaller packaging received positive reaction from consumers, according to a market study conducted by packaging consultant ThePackHub. Results of the study, which was conducted using the consulting firm's CSI smartphone application, showed consumers had positive views about the products' compressed size. Consumers were also asked about their opinions on why Unilever reduced the products' size. ThePackHub founder Paul Jenkins described the survey results as "on-the-whole encouraging" but stressed that Unilever must keep its promise that the smaller products last as long as the larger versions.
Andrew McDougall, "Unilever’s sustainable deodorant pack push pays off", Cosmetics Design , June 18, 2013, © William Reed Business Media SAS
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