The new product development process for cosmetics, Toiletries, Insecticides, & Household Cleaning...
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Transcript of The new product development process for cosmetics, Toiletries, Insecticides, & Household Cleaning...
The Product Development
Process
Cosmetics, Toiletries, Insecticides, Household
Cleaning Products
Steps in The Product Development Process
Ideation Developing Product Specifications Market and Product Planning Concept and Prototype Generation Product Registration Packaging Design Further Formulation Development
Steps in the Product Development Process (Cont.)
Manufacturing System Design Review Packaging and Formulation Marketing Review Test Market (Optional) Refining of Product Before Major
Launch Major Launch
The Ideation Process
Definition: The process of conceptualizing a
new idea for manifestation into a new product
Corporate Sources of Ideation Observation of products in the domestic market Observation of products in overseas markets Trade Magazines Supplier Submissions Internet Trade shows and conferences
Corporate Sources of Ideation Lateral Thinking a) Adaptation from other ideas (aircraft toilets) b) Ideas from handicraft markets (candles) c) Observation of everyday consumer problems (some insecticides) d) Adaptation from an existing industrial product (disinfectants)
Lateral Thinking (Cont.)
e) Correctly identified changes in consumer lifestyles (bath &
shower gels, liquid soaps, insecticides) f) Correctly perceived changing
consumer tastes (‘green products’)
Corporate Sources of Ideation
New Government regulation in regards to product registrations, toxicity, occupational health and safety
(Disinfectants, Insecticides, herbicides)
Individual Sources of Ideation Observations in everyday life Trade magazines Patent summaries Ideas from friends Overseas trips New raw materials launched on the
market by suppliers Ethnobotancial literature
Examples from Ideation
Examples from Ideation
Examples from Ideation
Examples from Ideation
Examples from Ideation
Examples from Ideation
Examples from Ideation
Examples from Ideation
Examples from Ideation
Examples from Ideation
Examples from Ideation
Examples from Ideation
Influence on Mainstream Industry
Mainstream Products from Handicraft beginnings
Mainstream Products from Handicraft beginnings
Mainstream Products from Handicraft beginnings
Mainstream Products from Handicraft beginnings
Mainstream Products from Handicraft beginnings
Ethnobotany
Products Developed from Ethnobotany
Products Developed from Ethnobotany
Products Developed from Ethnobotany
The Chemist and Ideation Development chemists are facilitators
for the marketing organisation Very few chemists submit new ideas The realism of the situation is that new
products are dependent upon the work of the chemist (whether internal or external to the organisation)
Dispelling The Myths of New Product Development Less than 5% of new products launched on the
market are successful Out of 100 new ideas, less than 2 become a
commercial reality Most companies are followers and not
innovators (even the Body Shop) Very few really novel innovations are ever
launched commercially Most new products are incremental steps in
enhancement, rather than something completely new (similar to the automobile industry)
Vanilla Breakthrough?
Catatonic Breakthrough?
To Soap or not to Soap?
Auto Breakthrough?
Developing Product Specifications
Objective
To develop an idea into a list of criteria that can be developed into a tangible product
Developing Product Specifications Project confirmed through a briefing by a
product manager - will provide a product profile (wish list) - Chemists, packaging designers and
manufacturing engineers will advise what can be achieved and what cannot be achieved
- Constraints will be advised, manufacturing capability, budgets, etc.
Developing Product Specifications
Chemists will determine: a) Required functional aspects of
required product b) Ascetic functions of required
new product c) Determine feasibility of
formulating required new product
Developing Product Specifications
One method of developing product specifications is to look at the new product as a system and define individually each required function of the product
The Product System ProfileShampoo System ProfileFunction Potential Material
Primary surfactant ALS, ALES, TLS, SLES, NaDOBSSecondary surfactant/ Coconut MEA, Foam Stabiliser Cocamide MEA, Cocamidopropyl Betaine or
aminePacifier/Pearliser Ethylene Glycol Distearate, Glycol StearateViscosity Control Sodium chloridePreservatives Potassium Sorbate, Diazolidonyl urea, Methyl and Propyl ParabensFunctional Additives GuarHydroxypropyl Trimmonium Chloride Panthenol, Dimethicone, Hydrolysed Keratin ProteinFragrance YesAscetic Ingredients Aloe Vera, Green Tea Extract, PanthenolDyes Yes
The Product System Profile Laundry Detergent PowderFunction Potential materialPrimary Surfactant Non-Ionic, APESecondary Surfactant Anionic, LASFoam Builder CDEBuilders Sodium Tripolyphosphate, Zeolites, Sodium CarbonateBleaches Sodium PercarbonateAnti-Corrosive Sodium MatasilicateDispersing CMCFabric Conditioners QAC, ClaysStain Removers Enzymes Optical brighteners TinapalsFree flowing Agents Sodium SulphateFragrance YesDye Yes
Market and Product Planning A Product Manager will be appointed to
oversee the project development. Responsibilities: a) Branding (image) b) Packaging c) Product d) Budget projections advertising, promotion, sales e) Source of Production
Market and Product Planning The Development Chemist will report to the
product manager during this period and advise on:
a) Product compatibility with branding b) Review of existing products in market - both in terms of benefits they offer the consumer and standard of product c) Formulation compatibility with packaging d) Logistic considerations and effects on
product
Chemist MPP Considerations
Compatibility with Branding have to ensure the finished product
formulation reinforces the brand image the company wishes to market to consumers
- colour, odour, softness, efficacy, appearance, use of particular
material
Chemist MPP Considerations Review of Existing Products in the
Market Products already in the market will be
reviewed as to appearance, efficacy, odour, colour, image and benefits
This study will assist in determining what benefits of the new product will be highlighted in the marketing campaign
Chemist MPP Considerations Formulation is compatible with proposed
packagingA this point the product manager may already
have proposed packaging.Considerations here for the formulator are:a) Is the nature of the product compatible with
the proposed packaging?b) What product bulk densities will be required?c) Can the product be filled efficiently during
production?d) Will the proposed packaging effect product
stability?
Choices of Packaging Materials
Choices of Packaging Materials
Choices of Packaging Materials
Choices of Packaging Materials
Choices of Packaging Materials
Chemist MPP Considerations
Logistic considerations are very important to the formulation of a product. Many retail outlets are open and suffer very harsh temperature variations, which may not be very kind to many different types of products, especially emulsions
Logistic Considerations
Logistic Considerations
Concept and Prototype Generation Concept and Prototype Considerations a) Can the product meet organisational
expectations? b) If not, what compromises are
acceptable? c) Where can I source raw materials and
obtain good technical support? d) What type of product system is best
suited to the application? e) Can product objectives be achieved
within company unit cost expectations?
Concept and Prototype
Generation
Can the product meet organisational expectations? If not, what compromises are acceptable?
What is realistic? Period of negotiation and
explanation
Concept and Prototype Generation
Where can I source raw materials and obtain good technical support?
Selection of suppliers very important Price is not necessarily the most
important criteria in selecting a supplier
Suppliers can do a lot of your work
Concept and Prototype
Generation
What type of product system is best
suited to the application?
Different systems can create the same
product
Gel Type Air Freshener Systems
Gel Air Freshener SystemsCarrageenan CMC Di-limonene Co-polymers Hot heat reversible High grade CMC Sodium stearate/ Newly developedSystem, strengthened di-limonene soap co-polymersWith other gums
Easy to Manufacture Require very precise Easy to Manufacture Non-reversibleHot Process manufacturing Hot Process heat process proc. cold process Examples Kiwi Brands SC Johnsons Glade Various local car Japanese Brands/ products R&C Products
Cheap, versatile, Difficult manufacturing Does not dissipate Beautiful clear gels
Long term stability process, but can contain fully, grave expensive unit cost
Problems fine fragrances fragrance limitations
Formulation Systems Johnson & Johnson Clean & Clear Oil Controlling
Astringent Active Ingredients: Salicylic acid 0.5% Base ingredients: Water, Alcohol Functional Ingredients: Glycerin, PPG-5- Ceteth 20, Eucalyptus oil, Benzoic acid, camphor, peppermint oil, Clove oilPresevatives: Benzophenone-4, Denatonium
BenzoateDye: Yes
Concept and Prototype Generation Can product objectives be achieved
within company unit cost expectations?
You get what you pay for Vary active levels Functional Ingredients can become ascetic ingredients Fragrance is the most expensive
material, can vary dosage or quality
Concept and Prototype
Generation Another Alternative (This is the skill of a good
development chemist)
Look for alternative materials within the system
If that doesn’t work, Look for another system
Formulating the Prototype Project confirmed by Product manager Product Profile will be given (wish list) Review and evaluate functional aspects of
product Review and evaluate ascetic aspects of the
product in many cases you can satisfy desired
marketing strategies with ascetics Begin to source materials required (this is the
hardest job) Develop a system profile
The Search for Raw Materials Don’t underestimate the time required Read literature, trade magazines and
journals Read through all the trade show and
conference materials you store Look at patents See suppliers but don’t necessarily limit
the search through suppliers to the cosmetic industry
Keep the Merck Index handy
Formulating Considerations
Formulation is an art as much as it is a science
Processes and blending are a critical part of formulating
Think, try, think, try, think, try, then ask advice, then think, try again
General Formulating Hints
Saponification has to be a though process, otherwise there will be uneven neutralisation of acids, leaving free acids. This can lead to discolouration and even separation
The saponification process influences what materials can be added in what order
General Formulating Hints
Allowance have to be made for natural heating processes and colouration. Impurities tend to influence this.
Raw materials differ in specifications and qualities and adjustments have to be made for this
General Formulating Hints
Remember the production procedure has to be manageable and operated by shopfloor personal. If you are developing a complex procedure, break it down into parts.
General Formulating Hints Each raw material will have an effect on
another. Some chemicals combined create colouration, odouration, vary viscosities, combine with free agents and cause precipitation, or in drastic cases, splitting. It is essential to be aware of these effects. In many cases it is experience rather than theoretical knowledge that we learn these reactions
General Formulating Hints Choosing Surfactants Criteria: a) cleaning performance b) Storage stability c) Viscosity d) Foam generation e) Consumer safety f) Aesthetic appeal
General Formulating Hints Most cases have to use two because no
single surfactant can provide all of the characteristics required
Choose from non-ionic and anionic or amphoteric
Non-ionics tend to be harsh and need a softer surfactant
There are also synergistic effects from using two surfactants
Example: Shampoo
Primary Surfactant usually anionic Lauryl sulphates will differ in their
characteristics depending on the neutralising base
Lauyl Sulphate: Effect of different neutralising bases
Sodium Ammonian MonoEA DEA TEA
Lauryl Sulphate Lauryl Sulphate Lauryl Sulphate Lauryl Sulphate Lauryl Sulphate
Solubility Increases
Viscosity Decreases
Cold Storage Improves
Mildness Increases
Cost Increases
Secondary Surfactants
Characteristics of primary surfactant will be modified by secondary surfactant
Three general types to choose from: a) alkyl (amino) betaines b) alkanolamides c) Amine oxides
Effects of Secondary Surfactants on formulations
Main Features Disadvantages
Alkyl (amino) Mildness Betaines Foam Stability Price Viscosity Building
Amine Oxides Mildness Foam Stability Price Viscosity Building
Alkanolamides Foam Stability Viscosity Building Less Mild Cost
Formulating Fragrance into the Product Making up little more than 1.0% of the
formulation, fragrance is up to 70% the cost of the product formulation
Fragrance part of brand image both overtly and sublimely in the product
Fragrance compounding is a very specialised industry, so in 99% of cases fragrances are purchased, rather than manufactured by consumer product manufacturers
Formulating Fragrance into the Product Usually a fragrance house is given a product brief
outlining the objectives of the proposed new product. The product brief will contain: a) Product and intended use b) Position in Market c) Expectations from fragrance d) Scent profile required e) Production process anticipated for finished product f) Expected process temperatures g) Materials used in formulation h) required cost/kg i) dosage level
Formulating Fragrance into the Product
Fragrance companies are a major source of development work in a new product.
Before making submissions, they should test stability, colouration, effectiveness, overall appeal.
Formulating Fragrance into the Product Fragrances basically constructed with
base notes, middle notes and top notes.
Base notes are the least volatile and top notes are the most volatile
Aroma chemicals and essential oils have different flash and boiling points. This is a great consideration in selecting the right fragrance for a new product
Formulating Fragrance into the Product Dishwashing liquids will have fragrances made
up of mainly middle and top notes so there is no residual fragrance on dishes after washing
Laundry liquids will have lots of base and middle notes so they can survive a hot water wash
Gel air fresheners will have lots of base and middle notes to survive a hot production process. If the manufacture of a gel doesn’t use heat then more top notes can be incorporated into the fragrance
Efficacy Testing
New products will require some efficacy testing for presentation to the marketing arm of the organisation and in many cases (Thai & Vietnam FDA’s) product registration. If the product is a cosmetic or insecticide, efficacy information will have to be submitted at registration
Efficacy Testing
Depending on the product, different tests are required.
Sometimes we have to invent our own methods for unusual products like ant and cockroach repellents and then convince the FDA to accept the results.
Efficacy Testing
Standard tests for a shampoo would be as follows:
Laboratory Salon Consumer
Laboratory Evaluation Objective characteristics Anionic wash activity –methylene blue test Catatonic substance determination Solids content – Dry residue or
refractometer Viscosity –Brookfield Performance - Ross Miles foam height test - Draves-Shapiro tape wetting test
Salon Evaluation
Assessment on half head test against a benchmark
Various samples tested at one time Evaluation given on
rinse/combing/creaminess/fragrance
Consumer Testing
Tested against a consumer profile Undertaken through a workshop In-House
Product Registration
Product Registration has become much more strict around the world in the last 5 years
Next year all new products, including household cleaning require registration
Most countries have FDA type organisations
Product Registration
Generally the following registrations are required:
Cosmetics – registration through the Dept. Health
Insecticides – registration through the Department of Agriculture
Cosmetics and Therapeutic Goods
What is required dependent on the class of goods
Main criteria determining the class of goods is the claims made on the product
Another criteria is the substances the product contains
Cosmetics and Therapeutic Goods
Basic Criteria Examined Ingredients Efficacy according to claims made Toxicity GMP
Insecticides
Through Dept Agriculture Fall under definition of an
insecticide a) specifically declared to be an
agricultural chemical product b) Contents of Formulation c) Claims made about the product
Packaging Design As during the MPP phase the same considerations
apply, but these must be tested for stability using various techniques
Formulation is compatible with proposed packaging
Considerations here for the formulator are:a) Is the nature of the product compatible with the
proposed packaging?b) What product bulk densities will be required?c) Can the product be filled efficiently during
production?d) Will the proposed packaging effect product
stability?
Packaging Design PVC materials are extremely susceptible
to high alkalis and solvents Some formulations that release gases
over time (bleach) must have some an outlet to equalise pressure with the atmosphere
Synerethesis can occur in gels and create moisture leakage
Clear packaging will change some overtime dyes by allowing constant UV light to effect product
Manufacturing System Design Major Issues Is the proposed manufacturing process
compatible with the formulation? Will a new process need to be
engineered and developed? What modifications to the product
formula will have to be made, if any? What type of filling equipment is
needed?
Is the proposed manufacturing process compatible with the formulation? Powders
Issues Bulk densities Moisture in powder products
Powders – Dry Blending
Powders – Dry Blending
Advantages – Low investment Disadvantages – large particle size high moisture content Limits to amount of
liquids that can be incorporated
Powders – Spray Drying
Powders – Spray Drying
Advantages – uniform product Low moisture content Soft fluffy feel
Disadvantage – massive investment
Liquids
Various forms of mixers are used for manufacturing different products, depending on characteristics
Gate Mixer
Gate Mixer
Viscous Liquids Do not want aeration Some Saponifications
Centrifugal Mixer
Centrifugal Mixer
Low viscous liquids where aeration is not an issue
Products with high percentage of solvents
Filling Equipment
Packaging
Good Manufacturing Practice
GMP is a set of guidelines for the manufacture of pharmaceutical and cosmetic products
Manufactured and imported products have to comply with set standards and procedures
Marketing Review
This is the time when target markets are focused upon and minor modifications to packaging or formulation may be made because of panel testing
Test Market Test Marketing in a domestic market
is very rare today: - concentration of retailers - companies tend to have regional
or global product strategiesTest markets tend to be in a region or
number of countries before a regional or global launch is made
Refining Product Before Major Launch When products have been tested in a single
country or region, there will be final refining of the product before major launch
These refinements have more to do with different markets, than technical issues
Fragrances may be modified to suit a particular market
Packaging changes may be modified Branding may be changed Some raw materials may be changed due to
local regulations or availability or cost factor
Attributes of a Good Cosmetic Chemist Has initiative to conceptualise new product systems Is well read and conversed with raw materials Understands strengths and limitations of various raw
materials Continually surveys market, environment and industry
for new developments Willing to undertake laborious lab work Able to take a market orientation when developing
products Able to communicate effectively to others within the
organisation Is well versed in manufacturing processes Understands product costing and able to formulate
accordingly
Why do Companies Need New Product development?
Regulations change forcing product changes
Disallowing of phenols required change to QACs
Banning of paraquats in herbicides
Why do Companies Need New Product development? Lifestyles are continually changing Rural/urban drift decreased need for
mosquito coils Less time at home and health
developed consumer interest in Shower gels
Growth in leisure activities and awareness of skin cancer developed demand for sunscreens
Why do Companies Need New Product development?
To improve their market positioning and market-share
Don’t necessarily want new products, want enhancements to claim benefits over competitors
An Enhancement?
Another Enhancement?
New technologies Require new Product Development
New Technologies which lead to new chemicals can force companies to develop new formultions
Materials are less toxic Materials are cheaper Materials perform better
Changing Fragrance Technology Illustration of ‘Lily of the Valley’ Fragrance
1800’s to present day 19th Century Present Tuberose Extract 21oz Hydroxycitronellal 35.0 Jasmin Extract 3oz Rhodinol 18.0 Rose Extract 2oz Linalool 14.5 Orange Flower Extract 2oz Phenyl Ethyl Alcohol 12.0 Spirit of Rose 2oz Geraniol 4.5 Essence of Vanilla 2oz Di Methyl Benzyl Cabinal Ylang Ylang No. 1 ½ oz Acetate 4.5 Bergamot ½ oz Amyl Cinnamic aldehyde 3.6 Boi de Rose Extract ¼ oz Lillial (Giv) 2.0 Iso Eugenol 0.5 Phenylacetaldhyde DA 0.2 Benyzl Benzoate 4.2 Indole (10% sol.) 1.0
Product Evolution
There a predictable product evolution in every category, governed by changing technology, consumer tastes and lifestyles and supermarkets increasing cost of shelf space
A lot of new products come out of this evolution and travel from one international market to another
The Laundry Cleaning Family Tree1800’s blau R&C
1850’s Soap Bars P&G
1920’s Soap Powder Persil – P&G
1950’s Detergent Powder Tide – P&G
1970’s Low Built Laundry Liquids AURA – R&C
1980’s Fully Built Laundry Liquid Dynamo – Colgate
Mid 80’s Concentrated Laundry Powder Dynamo –Colgate
2002 Ultra Liquids
Failed Evolution – Laundry Detergent Tablets
UKM’s New Cosmetic Chemists?