Cognis Asks, “How Green Do You Want to Get?”

For decades, Cognis has been known for its vegetable-based chemistries. The company went a step further when it introduced its Green Chemical Solutions (GCS) classification system in early 2007. Now GCS is moving into its second phase, focusing this time on formulations, their level of “greenness,” and demonstrating the relationship between the naturalness of the end product and its performance through the Green Formulation Grid.

The Grid differentiates formulations into four categories describing their level of natural and renewable ingredients and focusing on different types of consumers. The categories are visualized by a four-leaf clover with one to four leaves being colored green. These ratings are based on the proportion of natural C-atoms that the formulation contains.

Formulations in the Eco-Passion category are indicated by an icon showing four green leaves. They contain the highest level of natural, renewable components and are aimed at consumers who will not make any compromises when it comes to the different dimensions of “greenness.”

The Eco-Spirit category is denoted by three green leaves. These formulations appeal to consumers for whom living a green lifestyle is a high priority.

The third category, Eco-Mind, is indicated by two green leaves. These formulations are aimed at consumers who are interested in doing something good for the environment, but who decide on a case-by-case basis how green they want to be.

Finally, the Eco-Image category is denoted by one green leaf. These formulations appeal to consumers who are prepared to buy green products, but only when it requires no sacrifice to their lifestyles or budgets.

The Green Formulation Grid includes these categories on the horizontal axis, while the vertical axis shows three levels of formulation performance considering certain claims which manufacturers want to make for better positioning in the marketplace.

Classic Products are aimed at traditional consumers who demand products suitable for the whole family—often a basic level of performance in their category at a reasonable price.

Advanced Products are considered to offer the targeted consumer a performance that goes beyond these requirements with additional claims.

Superior Products target the most demanding consumers, who seek specialized products with a convincing overall product experience being the best performers in their category in terms of claims.

More info: Josef Koester, director marketing Care Chemicals North America, Tel: (215) 628-1171; Email: [email protected]; Website: www.cognis.com