Keep It Simple & Straightforward (K.I.S.S.) in Claims Testing

Dr Paul Cornwell from TRI presented “Keeping Claim Support Testing Simple” at an Open Seminar in Holmes Chapel, UK on 4th July, 2024.

It is an interesting debate.  Is keeping it simple and straightforward (K.I.S.S.), a trend seen recently in cosmetics, really a route to improved product performance and cost effectiveness?   This was the question raised at a recent one-day seminar co-organised by the BCA Personal Care Group, SCS RDG North and Cosmetics Cluster UK, titled ‘K.I.S.S. Formulations.  Simply the Best – Optimising Performance in Simple Cost-Effective Formulations’

At the meeting Dr Paul Cornwell from TRI presented his thoughts in a presentation titled “Keeping Claim Support Testing Simple” and argued that if formulators focussed only on delivering conditioning from hair products and moisturisation from skin products, then there are still many ways to measure these benefits and many creative claims that can be made.  As with many things, the deeper you look and investigate into what seem simple things, the more you will see!  Paul’s presentation is available to read on the TRI Library.  Other presentations at the event focussed on marketing trends (Helene Hine, Croda), ingredients (Claire Walker, Holiferm), skin care formulation (Stacey Irving Gaffey, Global Cosmetic Developments, and Fiona Elliot, HAPII), hair care formulation (Innospec) and sustainability (Rachel Davison-White, Barentz).  

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