Traditional ways of testing ‘harshness’ are not sensitive enough to discriminate between mild and ultra-mild formulas; but a new animal-free in vitro method could be the solution, write Carol Treasure and Fiona Jacobs
The World Health Organisation (WHO) has described stress as the “health epidemic of the 21st century”. We know that stress puts our inflammatory responses on alert, lowering the threshold to elicit a reaction.
When you take into account other contributory factors, such as air pollution or underlying skin diseases, it’s no wonder that consumer demand for ever-milder products is increasing.
And, unlike some more niche claims, mildness has universal appeal across all demographics, geographies and product price ranges.
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