Seen as one of the biggest contributors to plastic waste, the personal care industry needs to rethink its products looking at packaging, format, components, or even business model to eliminate plastic and drive adoption in markets. Kantar ran a research program to help brands successfully reimagine their products.

In this video, Karine Trinquel shares the results on how to uncover the ‘Feeling of Rightness’ of twelve sustainable options and their appeal at System 1 and 2 levels.