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What can we learn about CPG product strategy from new haircare brand Form?

It is no secret that the world of consumer packaged goods (CPG) is under threat from multiple directions.

In one corner, Amazon is slowly commoditising and white labelling goods to compete on its digital shelf spaces (as well as buying physical shelf space). In the other corner, niche startups with laser focus chip away at market share, as consumers continue to be attracted towards specific solutions, at the expense of the generic product lines CPG brands can be synonymous with.

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