CRODA TAKES THE TORCH
The company’s Sensification system wins the Torch of Technology Award
at the New York Society of Cosmetic Chemists’ 2013 Suppliers’ Day.
Tom Branna • Editorial Director
IT’S ONE thing to measure how a personal care product per- forms 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 selec-
tion. 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 formula-
tors 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, formula-
tors can engineer a complete sensory experience that supports
the product’s overall positioning.
“Sensification represents a step-change in sensory evalua-
tion,” 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 emulsifi-
ers, with another to be added soon. Donahue noted that the sys-
tem 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
Croda’s Sensification system won the Torch of Technology Award
at the NYSCC Suppliers’ Day.
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 •
•Visitors to the NYSCC Suppliers Day were able to cast their