How should refillable innovations balance with customer needs?

London-based sustainable personal care brand Wild debuts a refillable roll-on deodorant product featuring a reusable metal case and a bio-based, compostable refill pack. The decision to introduce a roll-on format came from consumer insight. “Data showed that a large segment of potential customers were not ready for stick application and preferred roll-on or spray,” co-founder Freddy Ward said.

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