Want to know a little secret?  Well,  after years of science nerdery I can’t help but get a little excited when I read things like this:

INTRODUCING CHEMICAL X

Very high bio-renewable content (wow, that’s envirotastic)
Forms gels with low-polar liquids (wow, that means I can thicken oils and make amazingly awesome lip products, moisturising gels and baby oils. No need for that most precious of resources ‘water’ which means higher efficiency, lower carbon footprint, less packaging etc etc etc all good).
Water repellent agent, film former, SPF enhancer, colour dispersing ability (OH MY GOD does it get any better).

And I call the guys up to get me some.

But then I realise that good old chemical X, this eco warrior (yes the back data does stack up really, really well) has a terribly  un-green sounding name and I go:

‘You know what, forget it’

while my brain boils at the craziness of this science-based industry.  Balls to that,  this isn’t science. This is a a perception led marketing vehicle for some cashed-up chemophobic crazy nutbag of a group of nobodies who like people to think that they are ‘saving the planet’.  Bah humbug.

The chemical that I am talking about here is actually called ethylenediamine/stearyldimer dilinoleate copolymer and while that sounds like some petrochemical ticket to cancer town it isn’t.

The chemical that I am talking about is made from pine pulp in a highly efficient, no solvent or nasties,  totally waste-to-useful product way and it is taking the mass market by storm but you won’t find it in many organic or natural formulations. Why?  Because of the name.

Before you say ‘yes well this does sound particularly nasty’  I do get it.

I get the importance of brand perception.

Of marketing.

Of simplicity.

Of familiarity.

Of ‘safe’ […]