chapter  11
Rheological Profiles
WithLaba Dennis
Pages 18

In the following pages, rheological profiles are presented for a number of commercial products. These items were not chosen because they were the best; they were chosen merely as examples of typical cosmetic or personal-care products. It is hoped that by examining the rheology of commercially viable products, formulators will be able to understand better the flow characteristics needed in similar products. Do not let these curves lull you into a false sense of security though, or frighten you away from promoting something out of the ordinary. There are thousands of products out there, and they all have their own unique characteristics. Though rheology certainly plays a big role in consumer acceptance and repeat sales, it does not play the only role. Advertising, product packaging, performance claims, actual performance, color, fragrance, and price are all examples of variables that can enter the consumer's mind when he or she is trying to decide whether or not to buy your particular product.