Frequently Asked Questions (FAQs)
What does CLLS
change in your detergency lab?
... it focus
innovation on consumer and market realities in a new way
For more than 100 years the intuitive way to developed
laundry products has been based on laboratory washing trials
of artificial soiled test cloths and fast standardised washing
Currently conventional practices includes the use of test
fabrics with full embedded soil material that occupies all
test fabric surface, which is washed on small-scale laboratory
equipment (Tergotometers or Launderometers). In the last
decade test fabrics has claimed better discriminate power
between laundry technologies which helped innovations teams to
show some level of advantage between them. In a second step
these technologies have to prove its performance in front of
real consumers under different market realities. This two step
technology innovation process usually ends with enormous
dissatisfaction because the super winner in the first step
means nothing in the second step, with tremendous waste or
time and money. The problem has been clearly identified:
systematic lack of consumer relevancy at the beginning of the
technology innovation process.
CLLS once in use by internal detergency labs replaces
the conventional process to one step. It provides innovation
teams an ample set of consumer relevant dingy monitors with
visual context and modern algorithms to predict consumer
visual perception under myriad of visual scenarios keeping the
natural variability that characterise the real market.
Technologies are discern according to their something
unexpected performance in the complex interaction between
consumers and scenarios.
positively influences laundry businesses?
consumers and scenarios occupies the centre stage
Laundry business is really about winning positive
consumer experiences created by products and brands.
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
CLLS is in line with business model based on innovative
developments focused on consumer and actual realities, and
provides a competitive advantage because it reduces time and
cost of the technology innovation process.
What means in
consumer relevant terms?
... it means
that detergency labs can include the variability of
consumers and scenarios
the opportunity to include consumer realities at the beginning
of the innovation journey, not at the end. The experimentation
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
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
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
What is CLLS'
... 4 to 6
more discern criteria to select among technologies in the
area of cleanliness or whiteness
Colorimetric procedures and its results applied at detergency
laboratories, which are most of the times the output of the
software embedded in the 'black box' named spectrophotometers
or similar devices, are not only very limited but usually
obsolete in comparison with modern understandings in the areas
of fluorescence spectroscopy and visual perception. That is
totally understandable because equipments are not
industry-specific. Usually final results are only applicable
for non-fluorescent fabrics, assuming one non-existent
standard observer under one theoretical visual scenario which
evaluate cleanliness and whiteness with just one visual
modality. That is the perfect scenario for false negatives.
On the contrary CLLS provide results using modern and advance
colorimetric procedures in a useful to way to understand i.e.
maps of consumer perceptual responses assuming a pairwise
comparisons. Specifically it takes into account fluorescent
fabrics that change according to the UV relative content of
the source of illumination, consumer ages and eyes' conditions
of world's consumer, various cleanliness and whiteness
modalities according to life learning and culture, which in
combination offers between 4 to 6 more opportunities to
discern among technologies on the basis of predicted consumer
benefit perceptions. Technologies now have the opportunity to
show advantages not considered before.
competitive is CLLS?
it saves time and money to innovation journey
Lack-of-relevancy laundry technologies, at the end, will
increment costs with no profits. Same consumer benefits
perception can probably be achieved with less costly
technologies mixed in creative balances.
CLLS replaces lab expenses on materials with no relevancy to
consumer realities by other ones with high relevancy plus a
collection of algorithms, with no extra cost, to predict
different consumer useful responses at different visual
is CLLS with Consumertec? Is it sustainable?
The unique integrated in-vitro and in-silico platform CLLS is
the result of CONSUMERTEC, formerly DETERTEC, ample expertise
in the worldwide laundry market. It is grounded in the
- 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
- 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)
CLLS is a proprietary sustainable innovation hold by
CONSUMERTEC because it is line with our core academic
dedication: fluorescence spectroscopy and the neurobiology of
perception and action. Part of this dedication has been shared
with the scientific community through more than 30
presentations around the world in the last 20 years. See
Presentations and Papers.
cleanliness, whiteness and colour-care perception are
Visual and olfactive cleanliness, visual whiteness as well as
colour-care visual perception depends on consumer realities.
There is no absolute cleanliness, whiteness,
freshness/cleanliness nor colour-care, all depends on
consumers, environments and history.
Cleanliness perception depends on visual detection of
remanent stained areas at places perceived as stained before
laundry. That visual detection is conducted automatically
doing a comparison between the prior stained area and its
surrounding. Full remotion means that no remanent stained area
is detected or the slight presence of remanent stained is
nearly not perceived and accepted as clean. The level of
consumer sensitivity to detect sometimes small differences
depends,among others on previous laundry experiences, consumer
age, garment life and significance, expected laundry
performance, and importantly on the visual scenario present
during visual evaluation of laundry results.
Whiteness perception, a complex relative perceptual
attribute, is linked on the one hand to consumer ability to
perceive surface's more basics attributes like lightness,
red-green opponency and yellow-blue opponency, all under some
specific visual scenario, and on the other, to consumer
preference of what is considered as more white, which has
roots on habits and culture. The evolution of whiteness models
are linked to the evolution of the level of understanding of
basic and relative perceptual attributes of colours like
brightness, lightness, colourfulness, chroma, saturation and
hue as well as phenomenon like chromatic adaptation and colour
constancy, on the consumer side; and of light reflection and
fluorescence, on the surface side. Currently the reference
whites (like a recently purchased white garment) are surfaces
that fluoresce usually with shading dyes, and these are
relative to different world regions.
Colour-care perception has conventionally been treated as a
colour change process after some washing and drying cycle. In
that terms, it has been considered a relative minor problem in
the laundry industry because consumers has no reference of the
original colour garment. Nowadays the situation is different.
Much of current coloured garments are in fact a combination of
white areas with adjacent coloured areas so much of
colour-care perception is a visual perception of some coloured
area adjacent or surrounded by a white area, therefore is a
case of colour contrast effects in which whiteness perception
of the adjacent fabric affect the colour perception of the
coloured area. This simple fact, easy to notice at lab, has
tremendous implications for numerical calculations that needs
the use of recent models to calculate colorimetric attributes
taking into account adjacent surfaces.
Consumers cleanliness, whiteness, and colour-care perception
are relative terms, so new numerical models have to include
most of the variables of those perceptions, including:
consumer age, sensitivities, visual scenarios, preferences and
All of these have a very important role for innovation, which
is, to experiment virtually (in-silico) with large
complexities, in order to find those technologies that really
match the need to products capable to do the job expected by
actual consumers around the world.
they can accurately represent variable perception
The ultimate way of consumer understanding is to represent it
with a numeric function, capable to be optimised as our
understanding improve. It is cyclic, better models to better
understanding to better models. This is mandatory for our
consumer industry due to the high level of competition and the
complex consumer environment; we have to clearly understand
how consumers perceive brand central benefits, like whiteness
and cleaning, which in turn are key purchase intent drivers.
Marketing teams need to model consumer purchase behaviour in
order to virtual simulate the influence of variables on
business success or failure. Accurate perception models are
the critical intermediate stage, and relevant in-vitro models
act as a fulcrum in that effort.
R&D teams needs to experiment in virtual terms so as to
be fast, with less costs, and to include a real matrix of
relevant market elements. In the laundry market any other way
is very expensive, time consuming and practically impossible
to follow. Can you image a physical experimentation under five
or more source of illuminations? with three or more different
group of consumers with different visual conditions due to
age? with four or more different group of consumers with
different sensitivities and preferences concerning lightness,
red-green opponency and yellow-blue opponency? with more than
ten different stains and more than ten different white
substrates? Probably not, but now all of this and more is
possible with virtual R&D techniques. That is the purpose
of CONSUMERTEC LAUNDRY LAB SUITE - CLLS.
Why numerical modelling? The well known answer is: "I am never
content until I have constructed a mathematical model of what I
am studying. If I succeed in making one, I understand; otherwise
I do not" William Thomson (Lord Kelvin) 1824 - 1907.
details, explanations, examples?
contact us, we will be more than happy to explore ways to
match platform features with your current procedures