Homecare, Personal Care and Hygiene

Huge consumer appetite and expectation in the fast-moving home care, personal care and hygiene markets represents both opportunity and challenge when it comes to IP. From refining an existing formulation, to launching an entirely new proposition built on new technology, we appreciate the commercial and regulatory context and the critical role of patents alongside design and brand protection.

Our chemistry team has expertise in patenting novel formulations, additives and actives, even in crowded IP space. We have a deep understanding of how to deploy, and advocate successfully for, functional and parametric characteristics which can distinguish a new product from structurally similar products. Similarly, we are familiar with the quantitative and qualitative tests that are a part and parcel of innovation in this space, and we proactively contribute to experiment design – including panel assessments where appropriate - so as to arrive at a data set that supports the patent claims that we collaboratively work towards.

We recognise the value of even modest-seeming improvements in a product and we appreciate how such developments can support and strengthen brand loyalty.

Sustainability is a significant imperative that drives innovation in this space and which can present unique challenges in obtaining strong IP. Green innovation aligns with our values and we are adept at identifying those aspects of a sustainable product that are amenable to patent protection. We fully appreciate that the sustainability journey encompasses multiple strands of innovation, including improving the green credentials of existing product lines whilst in parallel investing in entirely new technologies for future platforms.

Naturally, there are challenges for any innovator in operating in such an active IP space and we work hand-in-hand with clients to understand the relevant patent landscape in a way that contributes meaningfully to product design and development, refining down and communicating clearly on specific risks and options for mitigation. On which note, we have an enviable track record in EPO opposition proceedings, curtailing or completely knocking out competitors’ patents. On the flip side, we are tenacious and successful defenders of hard-won patents and our team encompasses opposition specialists with decades of experience and success.

Innovation in packaging, containers and dispensing systems often goes alongside innovation in the chemistry space and we are creative in seeking to identify any synergy or cooperative effects between the formulated product and the functionality of the packaging.

As the forward-looking IP firm, we are excited to be working with companies committed to delivering innovation in this exciting and evolving field.