Croda SenStories tool helps manufacturers find their ideal emulsifier

By Julia Wray

Ingredient Selection Product Connects Consumers’ Linguistic Knowledge to Technical Knowledge

Croda is the latest cosmetic ingredient supplier to “decode” consumer language to help its customers meet their customers’ needs.

The UK company’s new SenStories selector tool has been designed to help Croda customers select the ideal emulsifier for their skincare formulations.

According to Croda, since the sensory attributes of a formulation can be described in multiple ways, this new tool links the language of the consumer with the language of the formulator to provide meaningful sensory observations.

It uses a repeatable methodology to link information about consumer perception and language choice to the knowledge that ingredient combination and colloidal structure are responsible for a given sensory experience.

The data that informs SenStories was generated by exploring how two unique groups of consumers – in Singapore and France – perceived the tactile characteristics of a range of simple skincare formulations.

Using consumer analysis tools, correlations or differences between the descriptive language used by each set of consumers (the sensory semantics) and the technical sensory language (the sensory syntax) were identified.

The SenStories Selector tool was then developed using a proprietary algorithm to provide users with a quick and easy way to discover oil-in-water emulsifier systems based on their target consumer’s desired sensory experience.

To use the tool, formulators can select the set of consumers they wish to explore and then one or two of the semantic options (consumer language descriptors) relating to their target sensory profile.

According to Croda, further refinement of ingredient recommendations may include regulatory restrictions and ingredient accreditations.

Croda is one of many cosmetic ingredient suppliers unleashing consumer language to better serve their customers.

Givaudan’s fragrances and flavors business launched DigiPulse in October, which claimed to be the first olfactory social listening tool designed to collect and decode online consumer feedback on fine fragrances.

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Earlier this week, meanwhile, Lubrizol Life Science Beauty announced its new Foresee Lab, which aims to bring “a clear picture of the future of beauty”; this product uses AI to analyze online product reviews and identify consumer preferences across different beauty segments.

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