Product Evaluations

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Product Evaluation and the Product Development
Process
CSPA/CCSPA Short Course, Toronto, ON Gregory van
Buskirk Scott Manske Clorox Services
Company September 12, 2006
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Why a Product Development Context?

• Full picture (for better perspective)
• More interesting
• Better formulators and marketers
• Demonstrate value of entire technical team

• Experienced, market-oriented technical team is
  the marketers best tool!!
• know technologies
• know market
• know processes
• know patent situation

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Product Development

• The process of progressing from a
• Product Concept to an End-Use Product.

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Typical Product Development Scheme
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Typical Product Development Scheme
Formulation Phase 3 - Formulate Full Product
Formulation Phase 4 - Optimize Full Product
Processing Study
Consumer Studies
Test Market
Packaging Study
Commercial Product
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Product Concept

• Target Consumer
• Everything begins and ends with consumer.
• who is target consumer?
• what are consumers wants/needs/perceptions?
• Marketplace Factors
• what is competitive landscape?
• what is products geographical positioning?
• Product
• what is products form?
• what is products price/performance positioning?
• what is products market segmentation?

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Product Concept

• Product Form
• Liquid
• Powder
• Tablet
• Sachet

• Market Segmentation
• General Cleaning
• Color Care
• Whiten Brighten
• Stain Removal
• Fragrance
• Softening
• Wrinkle Reduction
• Green

• Market Positioning
• Premium
• Value
• Economy

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Typical Product Development Scheme
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Establish Targets

• Performance Targets (benchmark)
• Efficacy
• Gross Negatives
• Stability
• Aesthetics (pre-use properties)
• Consumer Signals (in-use / post-use properties)
• Cost Target
• Development Time Table

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Typical Product Development Scheme
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Identify Performance Measures

• Efficacy
• Stain Removal
• Detergency
• Whitening / Brightening
• Anti-Redeposition
• Gross Negatives
• Color Damage
• Fabric Damage
• Residue
• Encrustation

• Aesthetics (pre-use)
• Color
• Fragrance
• Consistency
• Consumer Signals (in/post-use)
• 3D Properties
• Foam
• Fragrance
• Softness
• Wrinkling
• Static Cling
• Stability
• Physical Stability
• Chemical Stability

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Typical Product Development Scheme
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Strategize Formulation Approach

• Market / Consumer Factors
• Consumer Needs / Consumer Perceptions / Market
  Trends
• Wash Habit / Wash Conditions
• Environmental Regulations
• Patent Limitations
• Raw Material Costs
• Ingredient Compatibility
• Processing Limitations
• Packaging Requirements
• Desired Aesthetics

• List of Potential Ingredients
• General Formulation Approach

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Typical Product Development Scheme
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Design / Develop Performance Tests

• Test Criteria
• Discriminate Among Products - Positive / Negative
  Controls
• Reproducible
• Meaningful - Correlates with Consumer Relevant
  Benefits
• Acceptable Through-Put - Relative to Point in
  Development Process

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How to Guarantee Reproducibility?

• Best Approach Use of product-appropriate,
  industry-recognized test methods where available,
  including
• CSPA (formerly CSMA)
• ASTM
• TAPPI
• Second-Best Approach Modification of existing,
  recognized methods to suit the testing of related
  products (example hard surface cleaner wipes).
• Last Option Development and validation of brand
  new test methods, in controlled research studies,
  using an appropriate number of replicates.

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What constitutes a meaningful detergency test?

• Results that correlate with real consumer use
• Conditions are relevant to the target market/
  consumer with respect to
• product dosage
• water temperature / hardness / level
• soil type / level
• fabric type / level
• washing machine type
• wash habit

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Performance Testing Laundry Products
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Performance Testing Dish Detergents

• Filming and Spotting
• 5 cycles
• Controlled water hardness
• Evaluation by trained judges
• Detergency Testing
• Effectiveness on baked-on food soils
• Deleterious Effects on glassware/cookware
• Visible effects after repeated wash cycles

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Performance Testing Other Products

• Hard Surface Cleaners
• Controlled scrubbing techniques using Gardner
  apparatus
• Greasy soil
• Lime scale
• Soap scum
• Household stains (ink, crayon, etc.)
• Dried-on food soils
• Toilet Bowl Cleaners
• Longevity testing
• Blue color / chlorine levels
• Cleaning studies
• Other Niche Markets

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Stability Tests
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Typical Product Development Scheme
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Typical Product Development Scheme
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Formulation Process
C O S T
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Typical Product Development Scheme
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Typical Product Development Scheme
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• commercial processability
• package compatibility
• release profile - 3D properties
• consumer sensory signals
• environment properties

Phase 5
Complete In-Use Performance

• product aesthetics
• product properties
• process characteristics
• storage stability
• incorporate minors

Phase 3/4
Assembling the Total Product
Surfactants

• ingredient in-use compatibilities
• ingredient in-use synergies

Builders
Phase 2
Bleaches
Combined Performance of Ingredients
Enzymes
Surfactants
Bleaches
Enzymes
Builders
Phase 1

• chemical reactions with stains
  (oxidation/reduction)

• hydrolytic attack of stains

• remove soils from fabric
• suspension and disperse soils

• remove hardness ions (calcium magnesium)
• deflocculates dirt

Individual Performance of Ingredients
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Summary

• Effective and Efficient Product Development
  Involves
• 1. Systematic Approach
• Product Concept ? Commercial Product
• 2. Focus on Consumer / Customer Needs / Market
  Conditions
• 3. Effective use of Product Evaluation Tools
• Meaningful Screening Tests / Accelerated Storage
  Tests
• Statistical Design / Modeling Tool