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Experience with fancy ingredients
Hi!
So, a client’s team that I’m coaching is fixated with the use of fancy ingredients. By fancy I mean specific supplier’s blends (a known performing ingredient plus a claim ingredient) or molecules that no one else has.
In my experience, there are no new materials for hair care that clearly surpass in performance old goddies, and that’s been the case for few decades (I stopped going to InCosmetics since the last innovation awards were given to….extracts). That’s why, for instance, P&G’s formulas didn’t change much in the last decades, and use only a small number of performing ingredients.
What I tell the team is that, to use one of these fancy ingredients, a few requirements should be met:
1) they should produce a perceivable benefit over similar standard materials to support they higher price,
2) they should be tested against a good placebo (with a comparable material at the same active level in a simple base, in a blinded controlled test)
In the end, I’d like them to choose as source of information papers and scientific books instead of suppliers info (which is baised most of the time), but I understand that suppliers info is more appealing.
I’d like to know what are your thoughts on this.
Thanks!
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