A team at Clinique fiddled with about 40 prototypes of the container for its High Impact Extreme Volume mascara before settling on a mechanism that emits a soft, crisp click when the top is twisted shut, subtly conveying elegance, says the Wall Street Journal. The sounds produced by consumer products are increasingly important to marketers — and to consumers: Sharpie considers the "scritch-scratch" sound to be an important part the experience of using its markers, and Frito-Lay's sales fell when the company introduced a compostable chip bag that was noisy and annoyed customers, the newspaper says.
Read more in the WSJ.
Read more in the WSJ.
