Minimally disruptive moisturising formulations

 Since the formulation is 90%+ identical to the starting formulation, the time and work needed to evaluate change is minimised. Likewise, the toxicology of the formulation, the need for many raw materials and the cost change is minimised. We have therefore called this approach Minimally Disruptive Formulation.  This article will show the concept in a moisturising product. 

One of the most apparent transformations that have occurred in the last 30 years in the personal care industry is the fact that the product development cycle has compressed tremendously. In the 1980s short time developments were 18 months. Today the market wants new products in what appears to be 18 days! This accelerated development takes place in an environment that has increased regulation and stability that needs to be addressed and must be done with fewer people. This change has forced personal care companies to re-think how they do research and development and to redefine the function of the R&D organisation. 

Recently technology has been defined as either disruptive or sustaining in an attempt to better manage it. The concept of disruptive technology was coined by Clayton M. Christensen1 in the book The Innovator’s Dilemma. Disruptive technologies surprise the market by generating a substantial improvement over existing technology.2 A disruptive technology is one that displaces an established technology and shakes up the industry or a groundbreaking product that creates a completely new industry.3 While highly desirable, it is more expensive and risky to rely upon substantial market changing developments to keep a company growing.  Sustaining technology is extremely important to a business and can well have a more direct effect upon a company’s successful introduction of new products. Table 1 shows some differences between disruptive and sustaining technology.