ABSTRACT
The intense levels of competition present in the topical antimicrobial market, as well as the ever-tightening Food and Drug Administration’s (FDA) product performance standards demand that antimicrobial soap and detergent manufacturers produce products which meet market requirements.1 But just what are the market requirements? They include such factors as antimicrobial effectiveness, low skin irritation, ease of use, aesthetics, and various other attributes. If these factors have been addressed, the product has probably been developed with concern and competence. But too often, manufacturers ignore these important factors and get a product to market merely to compete with those of other competitors. In the end, this approach often fails; the product is never really accepted into the market.2 Because the goal is to introduce products that will be successful, manufacturers should develop a product from a multidimensional perspective.
