The powerful role of texture in cosmetic formulation

One of the biggest challenges for a cosmetic formulator is to create products that are both effective and appealing to use plus, different from all the other products on the market. The problem is made harder because we all have access to almost the same set of chemicals and consumers are not very good at noticing subtle differences. This is why factors not controlled by the chemist such as packaging, branding and price are often more effective in selling products than the formulas themselves.

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