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De reden waarom P&G Gilette kocht ???

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[verwijderd] 30 juni 2005 21:01

New Formulations: The Race to Formulate

Will Airpray's Formulation Challenge inspire a new shaving category?

By Marie Redding, Senior Editor

Could Anthony Logistics for Men's shaving cream, which is currently in a tube, soon be in an Airspray dispenser like the brand's Little Men hair and body wash?
Airspray International Inc. (Pompano Beach, FL), developer of instant-foam dispensers, has announced its 2005 Airspray Formulation Challenge. It is a contest calling for companies to develop a shaving foam in two categories, men's and women's, to be used with Airspray technology. The contest is open to manufacturers, contract packagers, distributors, and formulators.

Airspray's innovative dispensers work mechanically, changing a liquid to a foam. The dispensers operate without the use of chemical propellants—an added plus for companies concerned about environmental friendliness. The dispensing system has already been used for a number of different types of products, including hand soap, face wash, and body wash, but never for a shaving product. "We are firmly convinced that the next big opportunity for our industry is shaving foam, for both men and women," said David Stob, director of business development for Airspray. "We created this contest to prove our point."

Will Airspray's dispenser revolutionize shaving? "That, I'm not sure about, but it's possible," says Anthony Sosnick, president and founder of the skincare line Anthony Logistics. He uses an Airspray dispenser for a foaming hand soap in his Little Men line. However, the Anthony Logistics for Men brand includes a shave cream and shave gel, both packaged in tubes. Sosnick says he has found that thicker cream or gel formulations provide a closer shave. But he agrees that the market potential is still there. "Every consumer likes different textures. Some men and women might just prefer a foam. We would like to look into the possibility of using Airspray's dispenser for more applications because it's a great package," he says.

Christopher Brosius, perfumer and owner of CB I Hate Perfume, worked at Kiehl's and helped develop many shaving products there before rising to the top of the fragrance industry. He agrees with Sosnick, saying, "Having personally tried lots of shaving products myself, I find that you do get a better shave from a cream. However, one drawback is that a cream can be such a pain to rinse off the razor." The real challenge, according to Brosius, would be to develop a formulation that would work better than any other foams on the market right now. "It would be difficult to create, but one that is creamy enough for a close shave would be very clever. I think Airspray's idea for a contest is genius," he says.

Brosius tells us that if anyone could create such a foam, it would be formulator Stephen Musumeci, who worked as the head chemist at Kiehl's for 17 years, and who now works independently on private projects. Says Musumeci, "The tricky thing about foam is that no residual oils are left on the skin, which can be drying. It needs to be low viscosity in order to foam up—similar to that of an aerosol formulation."

The winners of the 2005 Airspray Formulation Challenge will be announced at the HBA show in September. Submissions must be received by September 1. They will be judged by a panel of industry experts yet to be determined. Awards include a 10% opening-order discount for direct customers, contract packagers, or distributors, and an all-expenses-paid spring trip to Holland during Tulip Time, for formulators. For more information, visit www.airspray.biz.

Musumeci concludes, "I do think it's possible to create the perfect foam for this package, and it could be a fun project. If someone wanted to pay me, I'd do it...but who wants to go see tulips?" Airspray representatives assure us that a formulator could exchange the trip for a cash prize. Upon hearing this, Musumeci has already begun to formulate.

[verwijderd] 30 juni 2005 23:21

Jeep, ik ben er van overtuigd dat dit niet de reden is waarom P&G Gilette heeft gekocht, maar het zou wel eens zo kunnen zijn dat dit de doorslag is dat Airspray ook door P&G of een ander gekocht gaat worden. Top deal!!!

[verwijderd] 30 juni 2005 23:21

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