If we think about the product offering a range of benefits, we can see how this might also be communicated through packaging and the service environment.
Aesop, for example, has changed the way that companies package and sell beauty products.
In this interview with Dr Paul Harrison from Deakin Business School by David Astle at ABC Radio they discuss how brands influence consumer behaviour through packaging, store layout and selling the "idea" of the brand.
Although advertising is also discussed, what is important here is how the companies present the whole product to their target markets.
Beyond shampoo, moisturiser and post-poo drops, what is a company like Aesop selling you?