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Author: prnd350 Add to my Favorite Fools Ignore this person (you won't see their posts anymore) Number: of 143  
Subject: Re: Re:New Products Date: 7/16/2001 7:38 PM
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Drew:

The ATD technology has to do with the type of emulsion that is made in some products. Such products aren't really classified as 'emulsions', but more so as a bi-liquid foam. Briefly, you blow air through the system as you manufacture the product and form a stable foam, kind of like what happens with soap bubbles. Essentially, it allows you to make products with extremely low emulsifier levels. That offers advantages in terms of how the product will feel aesthetically, how it will interact with the skin,... If you have felt the Idealist product you will notice how light it is and how beautiful it rubs in.

This technology came out of the UK and is being licensed by Lauder. They are looking at other applications (I think they also sell a cleanser with this technology).

Anyway, in answer to your question I would not group the ATD technology with the holistic approach, although using less of emulsifiers could be stretched towards that endpoint.
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