The pressure is on for personal care brands. There’s no doubt that we are in the midst of a particularly difficult retail environment and needing to cater to a market that’s more switched-on and engaged than ever before. ‘Getting it right’ with new product range extensions and launches has never been so crucial to commercial success. The message for formulators is that additive choice is more strategic than ever before, with shoppers wanting greater functionality and products to ‘do more’, while ultimately containing fewer ingredients under clean label principles.