United Phosphorous. He noted that in order to win in India,
companies must understand the consumer and the culture and
that means visiting India on a regular basis to understand the
market’s unique attributes.
Regardless of the region, sustainability plays an important role
in all product development and ingredients are a key element
of any sustainable product development program. For example,
Per Falhout, executive vice president and chief science officer,
Novozymes, noted that incorporating enzymes into a formula
enables detergents to clean clothes as effectively at 20°C as they
do at 30°C. In a typical Chinese detergent formula, the addition
of enzymes reduces CO2 emissions by 30%, according to Falhout.
“Biotechnology has a large role to play in sustainable laundry
applications,” he maintained. “We are paving the way for a bio-
Like enzymes, polyvinyl alcohol films have had an enormous
impact on laundry detergent formulas. P. Scott Bening, president
of Monosol LLC, said PVA could have the same impact on sev-
eral CPG categories, as the product form enables formulators to
keep disparate ingredients from interacting with one another un-
til they dissolve. That means creating products without stabiliz-
ers, which leaves more room for active ingredients and ultimately
more compaction. Monosol is putting perfume-boosters in PVA
film to help put expensive fragrance on clothing and keep it from
going down the drain.
As Bening noted, when the chemistry is right, the film becomes an active part of the formulation and that improves product performance.
Thomas Müller-Kirschbaum, senior VP, Henkel AG, concurred, noting that the delivery form drives innovation and sustainability. He predicted that integrated product design, which
combines technical and emotional innovations, will ultimate replace classic product development.
For example, Henkel relied on integrated product design to
launch Bref Power-Active with chlorine power balls within the
toilet bowl cleaner segment. The product’s novel, four-ball design, clearly conveyed how it delivers four functions, cleaning
foam, long-term protection, fresh scent and hygiene, with every
flush, according to the speaker. Similarly, the company introduced a boat-shaped toilet bowl cleaner that plays off the consumer’s desire for fun-to-use products.
“Traditionally, consumers do not want to see their in-bowl
toilet bowl cleaners,” Müller-Kirschbaum reminded the audience.
“But if they do see them, they have to be fun. Emotional innovation drives purchasing.”
When it comes to feedstock choices, is green the new black? That
was the question asked by Frank Pacholec, VP-R&D and corporate sustainability officer, Stepan Company USA. He predicted
Andy Corr, Elevance; session chairman Manfred Trautmann, Clariant;
Gary Juncosa, LS9 and Frank Pacholec, Stepan.
that green feedstocks such as biomass would grow from 3% of
the market in 2010 to 17% by 2025. But if formulators are hoping
these green raw materials will lead to price stability—think again.
Raw material price volatility will continue as long as the food v.
fuel debate rages, according to the speaker.
“As the technology evolves, you move away from that debate,”
explained Pacholec, who predicted algae will play an important
role in the future.“Algae is exciting because it has a high volume
of oil, but it is process intensive.”
To overcome processing obstacles, Stepan teamed with
Elevance to effectively use metathesis catalysis to unlock the po-
tential of raw materials such as rapeseed, soy, palm and algae to
create low-cost, superior-performance surfactants.
“These emerging technologies come with risk, along with su-
perior opportunities and potential,” Pacholec reminded the audi-
ence. “You have to be in the game; don’t wait for perfection. You
can make your companies more sustainable while you help cre-
ate a more sustainable world.”
“CEOs want sustainable solutions by 2020. We’re giving it to
them today,”insisted Andy Corr, platform leader, consumer inter-
mediates and ingredients, Elevance Renewable Sciences. Using
olefin metathesis, the company has developed an elegant conver-
sion process that relies on flexible feedstocks to create detergent
raw materials with improved cold water performance and com-
paction. In hard surface cleaners, these raws provide better sta-
bility and cleaning properties, with low VOC emission and odor.
The company has production facilities in Indonesia and the
US with plans to add another plant in either Southeast Asia or
South America, according to Corr.
LS9 Corporation has created fatty alcohols derived from a
wide range of renewable feedstocks, such as bagasse, corn stover
and wood chips that are obtained through biotechnology. LS9
obtains this biomass and ferments it with E. coli to produce a
range of alcohols, acids and esters. According to Gary Juncosa,
EVP-chemicals, the LS9 technology can replace refineries with
bacteria, while the supplier will rely on software to decide what
feedstock is developed from E. coli.
“It represents a real opportunity for change in the supply