We have begun using a concept known as minimally disruptive formulation (MDF) as an effective approach to product development. 1-3 This approach depends on the ability of personal care formulators to deliver products with consumer-perceivable differences that meet market demand. . Since product aesthetics are a key attribute of personal care products, the ability to change product aesthetics to provide a different consumer feel with minimal formulation changes is a very cost-effective way to develop new products.
The fact is that proper selection of a silicone polymer at a concentration of 5% or less will provide a formula with (1) reduced surface tension, (2) altered feel, (3) altered cushion and play time, (4) changes in gloss, and ( 5) To the customer’s perception, the product is different from the formula without additives. This makes low concentrations of silicone polymers very valuable when formulating “new products.”
