Delivering via data: Croda launches new lab in Singapore dedicated to sensory enhancers

Located in Croda’s Singapore offices, The Centre of Innovation for Sensory Science, will allow the company to access the strong sensory trends within skin care in Asia.

Additionally, it will enable it to prioritise its existing sensory portfolio and drive knowledge and innovation in this area.

“Trends such as K-Beauty and J-Beauty are consistently challenging the global markets to stimulate the senses, therefore a lab of this calibre fits well within the Asia region,” ​said Phyllis Chua, regional marketing manager of Croda in Asia.

The new lab will employ the help of data-driven decision-making.

“As personal care brands constantly innovate to better influence and sell to consumers, we will employ new data-driven methodologies and technologies to discover consumers’ needs, set up external panels for product evaluations, and work with beauty brands towards a greater level of customisation and personalisation,” ​said Chua.

Sensory a priority

Chua believes the sensory aspect of formulation will continue to be a priority for cosmetic brands.

“The scope for transformative sensory and interesting textures will enlarge as brands leverage on sensory and textures differentiation to stand out from the clutter.”​

She elaborated that the firm was seeing the popularity of jelly-like creams and balms that melt down to give a silky matt finish in colour cosmetics.

In skin care, it is seeing the emergence of clear gel products with visual cues like suspended oil droplets that “evoke a luxurious feel and signal the presence of actives ingredients”.​

Chua added that emulsifiers played a crucial role in designing a product with the desired sensorial properties

“Our extensive research and studies have proven that emulsifiers have a big impact on the initial sensory profile of an emulsion while emollients contribute to the after feel,”​ said Chua.

While getting it right takes time, Croda has created a system to guide formulators to the perfect formulation.

Chua said: “Sensification is an easy-to-use proprietary system from Croda allows formulators and marketers to navigate the complex landscape of sensory descriptors in a clear and defined way.”​

She added the firm was currently refining and improving this system to equip customers with a thorough understanding of the drivers behind emulsion science to meet consumers’ sensory expectations.

Croda unveils texture lab in France

In addition to the Singapore lab, the firm unveiled the Centre of Innovation for Texture Science, located at its Sederma subsidiary in Le Perray en Yvelines, France.

This French lab will focus on creating new, unique textures through its understanding of ingredient combination.

Chua highlighted that with these two labs would help Croda meet the needs and demands for discerning consumers.

“Sensory and texture properties are two important aspects that will continue to influence consumers’ choice of beauty and personal care products today and tomorrow,” ​she said.

“Riding the wave of demand, both labs build on our long-standing reputation of reliably translating the latest trends in sensory and texture into new products that will wow consumers and deliver desired benefits.”​

Richard Butler, global head of beauty formulation, Croda Personal Care added: “We are extremely excited by these new state-of-the-art facilities, and we are sure they will provide great opportunities for enhanced customer engagement and potential collaboration projects.”​