Familiar reality

Parasitic copying has taken a new form in recent years,explains John Noble

Parasitic copying, where a competitorpackages its product to mimic a familiar branded product, is not a newphenomenon. However, ithas taken a different twist in recent years. Rather than being just the mostfamiliar household names, young, and small branded companies are also beingtargeted. Saucy Fish, Moroccan Oil, Heck!, The Collective, Hendricks Gin, CocoLoco and Charlotte Tilbury have all found themselves in the firing line in theUK.