ABSTRACT
A popular late-night comedy television program once made a joke about a product that was a combination floor wax and dessert topping. While this is a humorous example, it does support the central point of this book: consumers love products that can do more than one thing. This is a critical principle that formulating chemists should learn to exploit when designing new products and when seeking new claims for existing products. If formulators can create products that excite the consumer by performing more than one function, these products are more likely to succeed in the marketplace. In fact, in many cases, creating products with more than one function is no longer a luxury, it is a necessity that is mandated by consumers.
