Clari­ant in­tro­duces a new plat­form to en­cour­age in­no­va­tive use of chem­i­cals

Chemical Industry Digest - - News & Views -


has in­tro­duced a new trend plat­form which trans­lates con­sumer at­ti­tudes into life­style-rel­e­vant prod­ucts us­ing in­no­va­tive Clari­ant in­gre­di­ents, CleanFor­ward™ uni­verse.

The CleanFor­ward™ uni­verse aims to sup­port and in­spire ‘home care’ for­mu­la­tors and brand own­ers in their fu­ture prod­uct de­vel­op­ment. Through aware­ness of what moves peo­ple around the world, Clari­ant has been able to sit­u­ate the in­gre­di­ents of its ‘home care’ range within the con­text of ac­tual global trends – con­ve­nience, sus­tain­abil­ity, well-be­ing, and de­mo­graphic change. The essence of each trend is cap­tured in four re­mark­able, easy-to-re­late char­ac­ters who of­fer a unique in­sight into dif­fer­ent con­sumer mind­sets. Clari­ant then brings in prac­tice the fully for­mu­lated prod­uct sug­ges­tions.

Con­ve­nience re­spond­ing to busy, free-roam­ing life­styles is re­flected in an au­to­matic dish­washer tablet which mir­rors the rinse and dry­ing per­for­mance of sep­a­rate de­ter­gent, rinse aid and salt. Based on Ge­napol EC50, it de­liv­ers a com­bi­na­tion of dry­ing

® and rins­ing that can­not be achieved with cur­rent sur­fac­tants.

Ralf Zer­rer, Head of Strate­gic Mar­ket­ing for the Busi­ness Unit In­dus­trial & Con­sumer Spe­cialites at Clari­ant, com­ments: “CleanFor­ward aims to en­er­gize prod­uct de­vel­op­ment in ‘home care’ by in­spir­ing in­no­va­tions that re­ally strike a chord with the life­style needs and pref­er­ences of con­sumers. We’ve fol­lowed in the foot­steps of Clari­ant’s highly-re­garded ap­proach to color fore­cast­ing and beauty trend in­spi­ra­tions to now trans­late our aware­ness of trends into a uni­verse that our fol­low­ers in ‘home care’ can iden­tify with.”

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