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Create - Invent - Innovate ... Experiment
in World´s Consumer Relevant Terms

Consumertec Laundry Lab Suite (CLLS)

The first and unique integrated in-vitro and in-silico platform to experiment, model and predict world's consumer responses at real laundry market scenarios. Consumer responses concerning cleanliness, whiteness, colour-care, and olfactive cleanliness perceptions.

A new tool focused to increment laundry product´s profitability. It can help to set a new balance between consumer benefits and formulation costs, so as to get the right value equation to consumers and companies.

Who are the users, and why?

    • Consumer understanding teams (Consumer Market Knowledge or Consumer & Market Insight teams), because CLLS helps to correctly interpret consumer insights about benefit perceptions.
    • Technology innovations teams (R&D teams), because CLLS influences the direction of technological innovations and product attributes, by providing a full map of solid grounded positive or negative, general or focal consumer's responses, upstream the creativity journey with less cost and faster.

What means in Consumer Relevant Terms?

It means an experimentation matrix that includes:

Selection of white commercial substrate fabrics that contains fluorescent whitening agents from textile mills

Set of clean, soiled, stained and coloured dingy test fabrics according to more than ten (10) regional laundry markets. Stained areas and coloured areas include adjacent dingy fabrics

Ample selection of actual source of illumination at relevant laundry market scenarios, outdoor and indoor, natural and artificial, and mixtures, with different UV relative content and illuminance.

Consumer ages between 20 and 60 years, variable parameters for field size, lens density, macula optical density, photopigments optical density, and photopigments lambda maximum shift. Individual colorimetric observer models.

Selected different visual contexts and surrounding as a basis to perform modern numerical calculations of colour attributes

Set of colour differences sensitivities with a different degree of lightness, chroma and hue influences, in line with different sensitivities to perceive cleanliness and colour-care in the garment context

Group of whiteness preferences according to cultural and persistent white targets, in line with different lightness and colour opponency influences on whiteness perception

Independent Elements Overview:


In-vitro consumer relevant dingy test fabrics

Full set of unique test fabrics to conduct physical experimentation about cleanliness, whiteness, colour-care, and olfactive cleanliness; ready to be used for virtual experimentation

New catalogue. More...


Collection of algorithms to process spectral radiance from fabrics and estimate consumer visual responses at laundry visual scenarios

To conduct in-silico experimentation with selected test fabrics, with numerous types of predicted consumer responses, at several consumer relevant laundry scenarios

To fine tune numerical cleanliness, whiteness, and colour-care generic models in accordance to specific consumer data collected in a worldwide basis



Training support. A unique program to learn or improve understandings about experimentation in consumer relevant terms

A battle tested, real-world learning, and customisable workshop focused to Marketing and R&D personnel, to support brand and product innovation efforts



Full virtual R&D. A novel mesoscale modelling and simulation system of consumer benefits perception

Application to conduct full virtual R&D with virtual garments, virtual washing/drying process, virtual products/technologies, virtual laundry scenarios and virtual consumers

(coming late 2017)

How to start?

Step 00: Seems to many changes? So different versus conventional current practices?
Definitely any step forward in the creativity - invention pathway means changes and replacements. That is the innovation's core. So, yes, probably be prepared to change a lot.

Do you need to see and understand the whole picture of changes? Before any new step? Probably our flagship training program could help, so click here.

Decision to improve capabilities and methods, so as to be in line with world's consumers realities, has been taken. Practice is the best training program, in-the -road technical support will teach accordingly, and training programs will help more after some experience, then follow the next step.

Step 01: Goals

What questions/misunderstandings/lack of knowledge are trying to solve? What evidence do you think you have to collect to support one probable solution/answer more than others?
  • Consumer understanding teams (Consumer Market Knowledge or Consumer & Market Insight professionals) usually collect insights difficult to understand or to interpret. Some of them are related with consumer benefit perceptions, like how and when consumer perceive cleanliness (in their terms) or whiteness (in their terms). It is not uncommon that findings are in direct contradiction with information coming from technical teams.
  • Technology innovations teams (R&D professionals), needs to define a reliable, sustainable and cheaper direction for brand technology improvements, upstream in the creativity process. Several technologies look promising but selection have to take into account as much as possible brand's consumers profile and environments so as to balance benefits and no benefits as well as to quantify signal to noise ratios under very complex scenarios.

Step 02: Plan
Select in-vitro models with higher potential to collect evidence to support solutions.
  • To experiment with cleanliness and whiteness perception, it is mandatory to select relevant test fabric models that include as much as possible all critical components linked to visual perception, specially white fluorescent fabrics after some washing and drying cycles which mimic garments status real life. CONSUMERTEC offers a ample stock of alternatives and has the capability to customise test fabrics to match actual consumer reality as well as to match some laboratory constrains.

Step 03: Execute

Follow your laboratory or in-vivo methodologies that mimic actual washing and drying process. The final output is some piece of fabric that represent the final washing result capable to be obtained by consumers.
  • Could be low- or high-throughput screening procedures, micro or full scale washing procedures or in-vivo protocols.

Step 04: Execute
Follow your laboratory procedures to collect spectral data of washing results with your current device. Prepare ample coded raw data experimental information capable to be securely uploaded to online or offline computation procedures.

Step 05:
Conduct in-silico experimentation.
  • Open a computing environment and follow instructions to characterise the spectrometric devise used to collect spectral data. This step needs some calibrated test fabrics supplied by CONSUMERTEC to compute UV relative content of the source of illumination present at your spectrometric device.

Step 06: Solutions and new goals

Are the evidences clear? Then, conclude with confidence and foresee new steps. If not, generate more evidence through in-silico experimentation and work with your team to see new alternatives.

Sustainable Innovation

What are the unique and proprietary added values from CONSUMERTEC? Currently and those capable to be sustained in the long term?
  1. Dingy test fabric design, preparation and customization to cover mayor world's regions: India (two versions), China (two versions), South-east Asia, Australia/New Zealand, Japan, Western Europe, Russia, Balkans, Middle East/North Africa, Latin America, USA/Canada, Africa Sub-Saharan.
  2. Algorithms to compute spectral data, based on current knowledge of fluorescence spectroscopy and vision neurobiology, with continuous updates.
  3. Customisation procedures of generic analytical numerical models that represent world's consumer cleanliness, whiteness, and colour-care perceptions, in line with more specific consumer visual sensitivities and cultural preferences.
Needs more details, explanations, examples? Please contact us, we will be more than happy to explore ways to match platform features with your current procedures.


Consumer products business is really about winning positive consumer experiences created by personal and home care products and foods. Successful products in this highly competitive market are offering improved sensory experiences to demanding consumers whom perceive product benefits easily and consistently.

But nowadays competition is fierce, with an accelerated commoditisation of products and services, increasing price wars, and shrinking profit margins. The executives number one concern "sustained and steady top-line growth," can not possible be supported by existing low-productive innovation models. Today development and product introduction efforts in the consumer products industry are urged to accelerate the pace of innovation, with different cost structures, in a different time frame, being collaborative with external sources, and more importantly, are compelled to design products and technologies that offer superior perceived consumer value in line with benefits delivered by brands. In short, R&D has to develop affordable products/technologies with the ability to improve sensory experiences in consumer terms, fast and with less money, i.e. to develop better and cheaper products with a systematic focus on productivity. But, is that possible? how to execute this? ....That is the R&D challenge!!

Here is when computer-based technologies become real something that appears just inspirational wishes or boring rhetoric. The answers are coming from the world of the virtual reality, from the 'in-silico' world, thanks to the application of affordable new computational modelling and simulation systems to consumer sensory experiences and materials surface properties. Computer-based technologies now have more than ever, the potential to overcome conventional costly and lengthy 'in-vivo' and 'in-vitro' R&D practices with the great advantage that include simulation of consumer sensory responses. The trend is to explore digitally and validate physically, and it is expected, by several business managers, that as much as 90% of consumer products R&D will be done in virtual world with the remainder being physical validation of results and options.

The integrated in-vitro and in-silico platform CLLS is the result of CONSUMERTEC's, formerly DETERTEC, ample expertise in the worldwide laundry market. It is grounded in the following:

  • more than 30 years of conducting detergency test, using both conventional laboratory equipment and more importantly, consumer relevant washing process, including the use of customised diverse machine equipments and in-house equipments to mimic hand washing process with short and long strokes.
  • more than 15 years in the field of advanced spectroscopy, including in-house design and fabrication of non-contact and contact spectrofluorimetric equipments based on fibre optics and CCD spectrometers.
  • more than 12 years of preparation of dingy test fabrics with high relevancy to world's laundry practices including the realities of: China, India, Europe, USA, Latin America, Middle East and North Africa.
  • more than 15 years using modelling techniques. Initially using the scripting capabilities of JMP/SAS software and currently with more universal languages like R and Python. Ample expertise on numerical models to represent consumer benefit perceptions like: garment cleanliness, garment whiteness, diaper yellowness, diaper bulkiness, among others.
  • more than 7 years of conducting household experiential ethnography and consumer purchase behaviour experimentation, to interpret the link between consumer benefit perceptions and actions and brand's purchases (brand's household penetration and purchase frequency).

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