We have begun using a concept we refer to as minimally disruptive formulation (MDF) as an effective approach to product development.1-3 This approach depends upon the ability of personal care formulators to provide products that have consumer perceptible differences that meet a market need. Since product aesthetics are a key attribute of personal care products, the ability to alter product aesthetics to provide a different consumer perception with minimal change to the formulation is a very cost effective way to develop new products. 

The fact is a silicone polymer, properly chosen at a concentration of 5% or less, will provide to the formulation (1) a lowering of surface tension, (2) an alteration of feel, (3) an altering of cushion and playtime, (4) a change in gloss and (5) a perception to a customer the product is different from the formulation to which the additive has not been made. This makes silicone polymers quite valuable at low concentrations on formulation to make “new products”.