Croda Takes the Torch

By Tom Branna, Editorial Director | June 6, 2013

Sensification honored at NYSCC's Suppliers’ Day.

It’s one thing to measure how a personal care product performs on the skin; i.e., does that anti-aging cream, lotion or serum really improve the appearance of wrinkles? But how can chemists accurately measure the sensory aspects of that formula? Croda Inc researchers say that they have the answer with Sensification, the science behind sensory innovation.

Customers and competitors must agree, as Sensification won the Torch of Technology competition at last month’s Suppliers’ Day, sponsored by the New York Chapter of the Society of Cosmetic Chemists (NYSCC). In a contest open to all attendees, Croda captured more than 50% of the votes (see box below).

The Sensification technology enables formulators to compare emulsions in an easy-to-understand way, explained Jennifer Donahue, marketing manager, skin care, Croda Inc.

“In 12 years of data analysis, we’ve learned that the initial feel properties of a product are dictated by the emulsifier selection. To create the right sensory experience for the consumer, you must pick the right emulsifier,” explained Donahue. “Prior to our research, it was assumed that emollient selection had the biggest impact on initial feel.”

The Sensification system does just that by allowing formulators and marketers to navigate the complex landscape of sensory descriptors in a clear and defined way. According to Croda, by understanding the drivers behind emulsion aesthetics, formulators can engineer a complete sensory experience that supports the product’s overall positioning.

“Sensification represents a step-change in sensory evaluation,” said Donahue. “You must change the emulsifier if you want to change how the product feels, especially the initial properties, which are the first impression the consumer gets when she picks the product off the shelf and tries it for the first time.”

The kit debuted in January and Croda followed that up in February with a webinar explaining how the system works. The concept proved to be so popular that the webinar captured more than 450 registrants. The Sensification kit includes nine emulsifiers, with another to be added soon. Donahue noted that the system is expandable with more emulsifiers and formulas to come.

The primary goals of the Sensification program are to educate customers about the range of sensory attributes possible with Croda emulsifiers and for customers to incorporate these emulsifiers into their formulations.

“We’re demonstrating the benefits of working with Croda,” said Donahue. “We can help formulators build a great formula from the bottom up.”

More info: www.sensification.com 

Torch Voting
• Visitors to the NYSCC Suppliers Day were able to cast their votes online at the Torch of Technology display area at the venue.

Second place in the Torch of Technology competition went to Kobo for its Composite ACCB-33, a composite comprised of Black 2 (Cl 77267) with a 25μm finished powder particle size for mascara. It can be used as a 2-in-1 benefit to create volumizing effects with higher payoff than a volumizing formula with both a CB dispersion and microspheres.

Third place was awarded to Lonza for its ProSynergen DF, a skin care active that improves the look of compromised skin and reduces the appearance of signs of premature aging. The active is the result of fermentation of two microorganisms grown simultaneously, creating a competitive environment for survival.
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