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Even though premium anti-agers represent just one-eighth of total anti-agers in volume, in value terms it holds a much more influential position. This explains the attention that is given to anti-ager packaging, its design, shape, colour and functionality as the importance of the role it holds in product positioning. The pack’s closure and dispensing mechanism is especially important in protecting delicate product content. In this regard lotion pumps are gaining share and importance also due to their convenience of application.