Clariant introduces a new platform to encourage innovative use of chemicals
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.”