Cognis gears up to customised texturing

At the event Cognis​ will be giving visitors an in-depth look at the latest ways it is approaching the subject of product texture, which, alongside quality, is rapidly becoming one of the most important influences for consumers' product perception.

According to Cognis research, when testing a product a more appealing texture can make the difference between a product staying on the shelf or leaving it. Too thick and the product may appear to be clotted and unappealing; not thick and smooth enough and it can be awkward to handle. And in both instances it can effect the effacicity and product application.

By balancing different sensorial and physical parameters, the company says that manufacturers can now choose and modify the texture of their skin care products accordingly.

Cognis says that this choice not only gives the product more consumer appeal, but it can also to help provide all-important market differentiation, defining the product's position more clearly.

As consumers are always looking for skin care products that are user-friendly and uncomplicated, as well as offering emotional benefits that make the application process a more enjoyable experience, the company says that this solution falls in line with what consumers now expect.

"Cognis' technological and formulation expertise results in more efficient processes and use of ingredients, and better-quality products with genuine added value,"​ said Richard Ridinger, vice president Care Chemicals.

"This means we can provide customers with marketing concepts that include claims focusing on wellness and sustainability, helping them to position themselves in their markets with attractive products that meet consumer needs."​

At the Würzburg event, the company will also be presenting a series of its other latest product innovations, including a presentation about its latest line of Argan-based ingredients, as well as a new fruit acid care surfactant that offers moisturising benefits combined with what is claimed to be a superior mildness compared to normal surfacents.