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Clariant presents a clean view on the future in CleanForward™ universe

Clariant presents a clean view on the future in CleanForward™ universe. (Photo: Clariant)

  • Linking global trends to Home Care: Convenience, Sustainability, Well-being, Demographic Change
  • Innovative product formulations relevant to consumer preferences & lifestyle needs
  • Launched at SEPAWA 2017
Muttenz, October 24, 2017 – Clariant, a world leader in specialty chemicals, gives a personal face to global trends impacting on the Home Care market in CleanForward, a new trend platform which translates consumer attitudes into lifestyle-relevant products using innovative Clariant ingredients.

Unveiled at SEPAWA 2017, the CleanForward universe aims to support and inspire Home Care formulators and brand owners in their future product development. Through awareness of what moves people around the world, Clariant has been able to situate the ingredients of its Home Care range within the context of actual global trends – Convenience, Sustainability, Well-being, and Demographic Change. The essence of each trend is captured in four remarkable, easy-to-relate-to characters who offer a unique insight into different consumer mindsets. Clariant then brings their desires to life through fully formulated product suggestions.

Convenience responding to busy, free-roaming lifestyles is reflected in an automatic dishwasher tablet which mirrors the rinse and drying performance of separate detergent, rinse aid and salt. Based on Genapol® EC50, it delivers a combination of drying and rinsing that cannot be achieved with current surfactants.

Sustainability and a more conscious approach to everyday life is represented in a effective low temperature laundry detergent. With Clariant TexCare® SRN 260 it is now possible to have a detergent that work at 20°C with the same efficiency of a regular one at 40°C. Well-being and the quest for inner peace comes through indulging the senses. Clariant links this to a mild hand dishwashing liquid featuring GlucoPure® Sense, a renewable-based surfactant with no irritant labels. It is suitable for the formulation of label-free detergents with improved sensorial to the hands.

Demographic Change and its resulting steady quest for progress is achieved by combining the best of old and new. For Home Care, Clariant reflects this desire through the use of silver, long used as a disinfectant agent, in a hard surface cleaner for the first time. Clariant launches a concept of a hard surface cleaner with long-term disinfection properties using JMAC® LP 10.

Ralf Zerrer, Head of Strategic Marketing for the Business Unit Industrial & Consumer Specialites at Clariant, comments: "CleanForward aims to energize product development in Home Care by inspiring innovations that really strike a chord with the lifestyle needs and preferences of consumers. We've followed in the footsteps of Clariant's highly-regarded approach to color forecasting and beauty trend inspirations to now translate our awareness of trends into a universe that our followers in Home Care can identify with."

The unique insights of CleanForward can be accessed on


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