Posted on May 8, 2017
Color Consistency Is Essential to Maintaining Deodorant Brand Loyalty
Consistency is important to people purchasing consumable products. Over the course of years of repeated purchases, customers grow accustomed to the particular brand they’re used to purchasing. They know which stick of deodorant they like. Instead of making a new decision every time they go to the store, they choose the same stick over and over again.
For deodorant manufacturers, this is a double-edged sword. Cutting one way, this means that brand loyalty will be strong and that customers can recur for decades. Cutting the other way, this means that the product must always be consistent. Changes to the formula of a deodorant or antiperspirant stick will be noticed by consumers. If the product they’re purchasing no longer seems to be the product they like, they may rethink their decision and switch to a different brand.
Manufacturers are aware that the color of a stick of solid deodorant is determined by the addition of a few colorants late in the mixing process, and that it has little to do with the efficacy of the product. The average customer, however, only sees the finished product, not the process. To them, a difference in a stick’s color is more noticeable than other changes in formula, and an indicator that other changes may also have occurred. In short, to a customer, two sticks of deodorant that are exactly the same except for color are two entirely different sticks.
Spectrophotometers Deliver Repeatable Color Quality Control Results
So, color consistency is a serious concern for manufacturers of solid deodorants and antiperspirants. That’s why rigorous color quality control and quality assurance processes have been implemented across the industry. In company quality control laboratories, manufacturers test each batch of deodorant with spectrophotometers to ensure that the final color meets standards before it is shipped. They also conduct quality assurance studies using spectrophotometers to ensure that their processes consistently result in correctly colored deodorant.
Spectrophotometers are essential instruments for color quality control. By measuring light reflected off opaque substances, such as deodorant, they can generate objective, repeatable reports on that substance’s color. These instruments are significantly more effective than human observers. Human observation is subjective, varying from person to person and from day to day. Humans can also be thrown off by differences in lighting, which spectrophotometers control for with standard illumination settings. Finally, while humans lack specific language for describing small color differences, spectrophotometers generate numerical results. These numerical descriptions allow manufacturers to establish precise tolerances for acceptable deodorant color, that are repeatable across an enterprise and over decades.
Full article with photos available here: