Repackaging to make a product look better ~ worth the cost?

Repackaging a product to make it look better… is it worth the cost? I have mixed opinions on this. I’m following a few new online start-ups that are contemplating this issue. For one of these new companies I advised them to go for it. Pay for a fancy package (box inside a custom box) since the target market is women. Most women I know, including my wife, like certain types of products...
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