Revolutionizing FMCG: The Rise of Waterless Brands

This chapter delves into the emergence of waterless cleaning products and their disruptive potential in the FMCG sector, with a focus on the case of EC30. It underscores the necessity for legacy brands to innovate and adapt to changing consumer demands, emphasizing sustainability and emotional connection in branding. Additionally, the discussion highlights the balance between creativity and financial strategy required for new brands to flourish in a competitive landscape.