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Seeking the Magic to Delight Consumers
By: Denise Petersen
Posted: December 6, 2010, from the December 2010 issue of GCI Magazine.
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Cationic Systems: Unique and Unexpected Textures
The magician turns to the audience and points to his arm, and with a twirl of the wand, a beautiful bouquet of flowers emerges from his sleeve. Sometimes, brands are expected to pull elegant formulations from their coat sleeves. Demanding consumers are looking for unique and unexpected textures to indulge themselves and enhance their personal well-being. And this includes not only simple moisturizing applications, but also highly complex formulations that deliver a sophisticated sensory experience. In this case, cationic systems (positively charged surfactant systems) are an ideal solution. For example, Cognis has developed a hand sanitizer that kills germs while leaving the skin soft and moisturized.
Anhydrous: Without Water, but With Little Secrets
With one tap of the magic wand, the magician causes items to float through the air. Once again, by using the right techniques and learning the right secrets, something the audience never thought possible is accomplished. Similarly, creating unique anhydrous formulations is easy when you have the right products and a few little secrets. Anhydrous formulations tend to be environmentally sound because they are concentrated and require less packaging. They are also a favorite with travelers, where convenience is a must. Anhydrous systems are ideal when formulating with volatile actives such as vitamin C that reacts with water.
The Real Magic Happens Behind the Scenes
Brands who want to surprise and delight consumers can build on high-tech ingredients and state-of-the-art formulation technologies—because it is what happens behind the scenes that shapes the magical characteristics of personal care products. The result is sophisticated products that overcome formulation challenges, multiply consumer benefits and provide unique textures that can easily be transferred into novel and convincing marketing claims: environmentally sound, yet high-performing; light feel, deep effect; quick absorption, lasting care.