Wash On has been developed by California-based company Aquea Scientific as a platform for the delivery of active ingredients in surfactant-based products such as soaps, facial cleansers, body washes and shampoos. The delivery platform is based on patented technology that encapsulates active ingredients into micron-sized particles, which are in turn positively charged. As a result of the positive charge, the company claims that the particles are then attracted to both skin and hair, which is naturally negatively charged, enfusing it with enough sticking power to ensure they are retained throughout the day, even after rinsing and patting dry. The technology provides formulators with an alternative means of active ingredients delivery, which until now has been limited to either rinse-off or leave-on products, which have, until now, limited the product development scope of many surfactant-based. The company believes that one area where this kind of innovation might prove particularly feasible is the application of sunscreens, indeed a Wash On featuring an SPF was named Best New Technology at 2006 HBA awards, held in New York last September. But likewise, the delivery system could prove valuable for a range of active ingredients, including those used to treat acne, anti-aging and moisturization. So far Wash On has been included in Freeze 24-7 Ice Shield Facial Cleanser, where it incorporates an SPF 15 moisturizer in the product, marketed as an aid in the prevention of sun-induced damage to the skin. "Incidental sun exposure accounts for 80 per cent of the average lifetime exposure for an individual, yet just 40 per cent of adults use sun protection regularly and 25 per cent never do", said Dave Compton, president and CEO of Aquea Scientific. "Now, men and women can realize everyday protection against incidental sun exposure simply by washing," he added.