Duradry uses Chat GPT to develop a new deodorant formulation and Trapp Fragrances gets back into the personal care business
🏠👋Home Care to Hand Care
The company boasts a collection of home fragrance products across 25+ scents; but for the new personal care products, Trapp chose just 3: No. 04 Orange Vanilla, No. 25 Lavender de Provence, and No. 77 Palo Santo.
“We surveyed our high-end fragrance buyers who requested that we expand into this category, says Mike Lipski, explaining why the brand decided to go into personal care. “And that sentiment,” says Lipski, “was echoed by our social media followers.”
“At Trapp,” he adds, “we believe that fragrances elevate everyday moments into sensory experiences, and that now extends to handwashing and skin care.” Lipski is CEO and President of Faultless Brands, the company that owns Trapp Fragrances. Faultless is, in turn, owned by Architect Equity, an investment fund that acquired the company in mid-2020.
The newly launched Trapp Fragrances liquid hand soaps are priced at $14 for 8oz. The lotions are $16 for the same volume. And the brand’s recent press release calls attention to these formulation choices: “the products are cruelty-free, paraben-free, phthalate-free and SLS-free. The moisturizing hand soaps are made with aloe vera. The hand lotions use antioxidant-rich cupuaçu seed butter, which hydrates and restores skin elasticity, and oat bran extract, which naturally cleanses skin by removing dirt and oil.”
🤖AI Deo Formulation
A few months back, Duradry, the US-based brand known for its line of products that address excess sweating (or hyperhidrosis) launched a new product formula developed with the help of Chat GPT.
The artificial intelligence chatbot apparently allowed the brand to integrate consumer-expectation data into it formulation decisions in a whole new way: “We're proud to be the first brand to use AI to formulate beauty products,” says Jack Benzaquen, founder of Duradry, in a press release (also developed using Chat GPT) circulated in April.
“With the help of ChatGPT,” adds, Benzaquen “we're creating a product that is not only highly effective but also more natural than the products offered by legacy brands.”
While Duradry is making the claim of being first among beauty brands to formulate using AI, the technology has been part of our industry’s tool box for many years now. Personalized product brands like Proven and Prose and others use AI in their product development process.
And Perfect Corp, for instance, uses artificial intelligence to provide skin analysis through an app; Ginkgo Bioworks puts AI to work in support of its cell engineering and molecule manufacturing endeavors; and AI has shown up here in recent news items I’ve shared in the Beauty Insights newsletter about MeNow and how the tech company is using AI to predict the effects and benefits of beauty ingredients; about how Cosmax has developed AI tech to quantifiably determine the texture of a product; and about how OTC skincare brand Codex Labs is using AI tech for consumer skin analysis and “data-driven skin health management.”
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