For the second episode of our 5-part series, we kick off our exploration of innovation with Le Rouge Français, pioneers of plant-based hair color. Then we open up with Oxiproteomics and Kamax Innovative System. We'll end on a gentle note with Lao's natural, anti-pollution shampoos.
Arcade Beauty appoints Carl Allain as President and CEO
Arcade Beauty has announced the appointment of Carl Allain as president and CEO. He previously served as senior vice president and general manager of Europe since 2016, and succeeds Peter Lennox, president and CEO since 2016. Peter Lennox remains on the Arcade Beauty board of directors as a strategic advisor.
Carl Allain joined Arcade Beauty as Operations Director in 2011 and was promoted to Managing Director Europe in 2016. His knowledge of Arcade Beauty, global experience in managing international businesses and strong operational skills allow him to step into his new role and lead Arcade Beauty into its next phase of growth. He will continue to develop the strategy based on Arcade Beauty's three pillars of sampling, sales products and digital, while supporting the company's commitment to sustainability.
"Since 2016, I have had the privilege of leading our European subsidiary, I am very proud of my team and all the employees in Europe, what we have achieved together and I would like to thank them for their support and success. I am extremely honored to now lead the entire group. Arcade Beauty has a strong foundation of teamwork, innovation and trusted relationships with its customers. I look forward to meeting with our customers to support their future growth," said Carl Allain.
Peter Lennox will remain on the Arcade Beauty board to provide strategic support to Oaktree Capital and Carl Allain. Since joining Arcade Beauty in 2016, Peter Lennox has led the company's transformation, including guiding the organization through the significant challenges posed by the Covid-19 pandemic. During his tenure, he has successfully launched Arcade Beauty's sales and digital product businesses, deployed operational excellence in its manufacturing facilities, and fostered team cohesion.
"The past five years have been particularly rewarding personally and professionally. I remain confident that Arcade Beauty's three-pillar strategy of sampling, sales and digital, combined with our commitment to sustainability, will continue to be at the heart of our business. I am confident that Carl will continue to drive the Arcade Beauty business forward and I wish him and all the employees the best," he said.
[podcast] Cosmetic 360: innovation on the agenda 1/5
Listen to our new podcast series dedicated to innovation encountered at the 2021 edition of Cosmetic 360.
Whether on our stand, in the aisles or at other exhibitors' booths, we've held out our microphone with a single question in mind: what innovative ideas do you have to offer the market?
Raw material suppliers, active ingredient specialists, formulators, equipment manufacturers, support functions and many others are all innovating for the well-being of the perfumery and cosmetics industry.
For this first episode, we met up with Greentech to talk about its active ingredients; with the Cosmetomics network and the Synchrotron Soleil to discuss cosmetics research; and with Franckie Bechereau, the show's director, to focus on ecological hedonism...
Cosmetic Awards 2021: innovation rewarded
On the occasion of the Cosmetic 360 trade show held on October 13 & 14 at the Carrousel du Louvre, the Cosmetic Awards 2021 were presented on October 13.
They aimed at rewarding the most beautiful innovations of the 2021 exhibitors presented in the following categories:
- Raw materials
- Tests & analysis
- Formulation & Contract Manufacturing
- Packaging
- Industrial equipment (new in 2021)
- Brand & distribution
- Special Jury Prize on ecological hedonism (theme of the 7th edition)
The 2021 winners in each category are:
- Award for formulation & contract manufacturing: Eurowipes, a company that develops an impregnated mask packaged in a 100 % recyclable paper bag made in France, a fully biodegradable finished product.
- Award of raw materials: Laboratoires Eriger, a French company developing a unique technology for the vectorization of highly concentrated products and unstable active molecules.
- Packaging Award: Eurovetrocap, an Italian company developing the first cosmetic dropper made from 24/410 monomaterials.
- Industrial equipment award: Seprosys, a French company developing a mobile unit that offers a process for the production of active ingredients from all raw materials.
- Brand award and distribution: Voysen, a French company that publishes a software program that provides access to a single database of consumer reviews and their analysis for over 50,000 products.
- Award tests and analyses: Kamax and Oxiproteomics, French companies setting up the "hair protection index", a unique 2-in-1 analysis that combines efficacy studies at the molecular and structural levels.
- Special Jury Prize "Ecological Hedonism": Innov&sens, partner of the Polymeris cluster, a French company working on a recyclable packaging made of 2D and 3D eco-designed fabric, made from ocean plastics, to awaken the senses.
After examining some 160 projects, the winners were selected by a jury composed of journalists from the professional press.
L'Oréal launches fragrance information platform
Faced with growing consumer demand for information on the composition of beauty products, L'Oréal is continuing its drive for transparency by launching a new, easily accessible platform dedicated to the fragrance ingredients in its portfolio, with an unprecedented level of information, so that consumers can make informed choices.
As the only player in the beauty industry to operate across all distribution channels and product categories, L'Oréal wanted to develop an information model that would work not only for its consumer products, but also for its luxury fragrance collection.
The development of this information platform began three years ago with the analysis of over 20,000 fragrance formulas. Each fragrance is a unique, highly complex composition created by an expert who combines the best of natural extracts and high-quality synthetic ingredients. Some fragrance compositions may include a large number of ingredients of both synthetic and natural origin. The challenge was therefore to offer the highest level of transparency while preserving the know-how and confidentiality associated with the uniqueness of each fragrance. To develop this information model, L'Oréal worked hand-in-hand with its suppliers, the four international leaders in fragrance creation: Firmenich, Givaudan, IFF & Mane.
This information platform is much more than just a list of ingredients. Built in conjunction with consumer studies, it also provides insight into the origins of ingredients, their olfactory properties and how they are combined to create the fragrance of products.
This initiative is a further step in the Group's commitment to transparency. It complements the "At the heart of our products" website, to be launched in 2019 and dedicated to deciphering ingredients, and the PIL (Product impact Labelling 2020) a display system for the environmental and social impact of products, as well as a campaign to raise awareness of its commitments to Green Sciences (2021).
"Our commitment to research of the highest scientific standards has enabled us to build a relationship of trust between L'Oréal and its consumers. Now, with this new fragrance platform, we are responding to their desire for information that is both accessible and more in-depth, says Barbara Lavernos, Executive Vice-President Research, Innovation and Technology at L'Oréal. Transparency is at the heart of the trust that consumers build with our brands, and we are proud to continue to meet their expectations by providing them with the information they need to make their purchasing decisions."
The platform will be rolled out in stages, starting in the United States with Atelier Cologne, Garnier and Yves Saint Laurent, which are already online. The Group will then gradually roll out the model across all its global markets and brands.
As a responsible leader in the beauty industry, L'Oréal would like to see this model extended to other players in the sector, both manufacturers and distributors, in order to bring even greater transparency to consumers.
Launch of the European platform Go4Cosmetics
Go4Cosmetics is a platform that aims to generate new interactions between European players in the cosmetics industry. Its official launch took place at the end of the perfumery and cosmetics industry summit held in Paris in October.
Strengthening the leadership of the European cosmetics industry
The cosmetics industry is a rapidly expanding sector on a global scale and represents a key commercial, scientific and social challenge for the European economy. According to Market Performance, the cosmetics market in Europe was estimated at 79.8 billion euros in 2019 with 1.8 million people employed and 30,000 scientists in the R&D sector. With the recognition of a large public adept of Made in France or the reputation of products made in Italy, the European industry must however rethink and modernize its industrial processes. This is particularly important in order to increase its presence in fast-growing foreign markets, such as Asia.
To enable the European cosmetics ecosystem to establish its position in this highly competitive market, the Centre-Val de Loire region and the Lombardy region are supporting the creation of a European cosmetics network, labeled in June 2021 by the European Commission, as part of the platform of intelligent specialization for industrial modernization (S3). This network named Go4Cosmetics will be implemented and coordinated by Cosmetic Valley, DEV'UP Centre-Val de Loire, REI - Reindustria Innovazione, Cosmetica Italia and Polo Della Cosmesi.
Five other territories have joined the dynamic: Catalonia (Spain), the Centre region (Portugal), the North-West (Romania), Olomouc (Czech Republic) and Sardinia (Italy).
This cooperation is a new strategic step for the ecosystem players already united in the European Global Cosmetics Cluster - Europe*. The Go4Cosmetics platform is based on taking into account the entire value chain present in Europe - from suppliers to consumers and research - to create new cooperations, both in terms of investments and innovation and experience sharing, while taking stock of the latest scientific research results.
It will also be a way to promote the interests of the cosmetics industry to European institutions and to highlight public policies related to the digital and ecological transition.
Three priorities have been identified to support cosmetics companies
Thus, Go4Cosmetics will promote the development of the entire cosmetics value chain through a trans-regional approach and the involvement of all relevant stakeholders.
The partnership will play a central role in identifying and linking complementary expertise to create new solutions and business models to strengthen the competitiveness of the cosmetics sector, stimulate its sustainable growth and accelerate the transition.
The partners have thus defined three priorities:
- Digital transition: by supporting industrial modernization projects to make the cosmetics industry stronger and more agile, in conjunction with other support mechanisms such as the EDIH (European Digital Innovation Hub) project, the European Digital Strategy or the Recovery Plan program.
- Ecological transition: by supporting initiatives related to the circular economy, waste management and the implementation of the objectives of the Green Pact for Europe and the Recovery Plan.
- Information for consumers and citizens: by promoting the assets of the regions and the attractiveness of the cosmetics industry, by informing consumers about the values and know-how of the sector while developing wellness tourism.
By capitalizing on the potential of the European cosmetics ecosystem, the Go4Cosmetics platform will facilitate and extend the capacity for investment in innovation, enable companies to optimize resources and make savings. Taking into account the environmental and digital transitions will allow all actors in the chain to gain competitiveness and establish sustainable growth.
Official launch at the Cosmetic 360 international trade show
The official launch of the Go4Cosmetics platform took place on Thursday, October 14, 2021, during the Summit of the perfumery and cosmetics industry, scheduled in parallel with the Cosmetic 360 trade show organized by Cosmetic Valley, at the Carrousel du Louvre in Paris. The device was presented to industry players during the roundtable "The European strategy for innovation and internationalization of companies" in which participated François Bonneau, President of the Region Centre-Val de Loire, DEV'UP Centre-Val de Loire and Vice President of Regions of France; Anne Besnier, VP for Higher Education, Research and Innovation of the Centre Val de Loire Region; Fabrizio Sala, Minister of Education, Higher Education, Research and Innovation of the Lombardy Region; Christophe Masson, CEO of Cosmetic Valley; Renato Ancorotti, President of Cosmetica Italia and Matteo Moretti, President of Polo Cosmesi.
On this occasion, the two lead regions formalized their coordination and collaboration by signing a memorandum of understanding. The organizing committee met the next day, Friday, October 15, to define the implementation modalities and the action plan of this new structure.
*Coordinated by Cosmetic Valley, Global Cosmetics Cluster - Europe (GCC.EU) brings together six European cosmetics clusters and is supported by the Cosme program. This European Commission program finances actions directly led by the clusters to support the internationalization of their SMEs and facilitate their access to new markets.
The acceleration program dedicated to cosmetic SMEs is spread over 24 months until the end of August 2022. It includes four components: market knowledge; skills development (training on internationalization and awareness, coaching ...); business development and partnership (market place, benchmarking missions and BtoB events); financing opportunities.
Fight With Care, an ambitious international program to support cancer patients
Anti-cancer therapies, which are becoming increasingly efficient, nevertheless produce serious side effects. Some 80 % of patients suffer from cutaneous side effects.1which sometimes leads them to interrupt their treatment. Already committed to helping these patients for ten years, La Roche-Posay is now going one step further, with the launch of Fight With Care.
At once a gas pedal of scientific research, a training tool for professionals, and a vector of support for patients and associations, Fight With Care focuses on the concrete, the useful.
Its ambitions by 2025: to raise awareness among 1 billion people worldwide of the side effects of cancer treatment, train 1 million people in supportive care to alleviate them, and support 100,000 patients in their fight against the disease.
Refusing fatality
Dry skin, itching, burning, inflammation of the nail surround are all side effects frequently engendered by cancer therapies. Heavy with physical and psychological impact, these changes are often regarded by patients as inevitable. Some go so far as to suspend their treatment in order to avoid them, thus compromising their chances of recovery.
However, targeted dermo-cosmetic treatments do exist and can provide relief for patients... provided they are informed. In 2018, 84 % of cancer patients were not referred to a dermatologist.2. This situation is all the more damaging given that alleviating treatment-related skin problems is essential: 80 % of patients consider supportive care to be as important as primary treatment.3.
With this in mind, La Roche-Posay, already committed to helping cancer patients for over ten years, decided to intensify its action by launching the Fight With Care program.
"La Roche-Posay, together with dermatologists around the world, has been committed to helping cancer patients for over 10 years. But we still hear patients say: "If I'd known that dermatological solutions existed, it would have changed my life!". That's why we're taking Fight with Care one step further. We believe it's essential to raise awareness of these solutions, which are capable of bringing much-needed relief to patients.says Laetitia Toupet, President of La Roche-Posay International.
The Fight With Care program is built around four pillars and numerous concrete actions.
Advancing knowledge
To help advance knowledge on this major public health issue, La Roche-Posay is extending its long-standing collaboration with the most recognized experts in their field, and joining forces with MASCC (Multinational Association of Supportive Care in Cancer) and AFSOS (Association francophone pour les soins oncologiques de support). Between now and December 2021, La Roche-Posay will contribute to the development of the first international consensus aimed at publishing recommendations for the treatment of cutaneous side effects associated with cancer treatments. The work of this international committee of experts, supported by a large network of partners in the medical world, will aim to inform healthcare professionals through practical advice and a global approach to cutaneous toxicities.
Supporting patients
To support patients wherever they are (hospital, pharmacy, home...), Fight with Care offers a range of concrete actions to help them in their daily lives. The brand is launching a new internet platform (mapeaupendantuncancer.fr) to raise awareness and support patients, and a new patient guide featuring expert advice and testimonials to support patients, but also to enable those around them to provide useful advice (see box below).
To provide patients with clearer information, La Roche-Posay has also decided to add a specific logo to the back of 14 of its products. This new logo will identify products that have been dermatologically tested by cancer patients, helping them to improve their quality of life.
Training pharmacists
Patient care methods are changing: hospitalization at home, or oral chemotherapy delivered in officines, are becoming increasingly common. The pharmacist's role is thus becoming ever more central to these patients' healthcare pathways.
In France, for example, pharmacists have been confier, since January 1, 2021, with the responsibility of offering pharmaceutical talks to patients undergoing oral chemotherapy (OCT). But today only 6 % of breast cancer patients seek information from their pharmacist. And of these, 77 % admit they don't know how to answer all their questions4 .
That's why La Roche-Posay, with the support of Afsos, is offering two new training courses (online and/or face-to-face) for pharmacists, validated by a committee of experts. They will provide training in the different types of cancer, care pathways, anti-cancer therapies and their side effects. Pharmacists will also be given advice on how to conduct a pharmaceutical interview in oncology, afin order to better meet patients' expectations.
Supporting patient associations
Patient associations are essential relays in the fight against cancer, on a day-to-day basis. That's why Fight With Care also aims to support, through donations, a number of associative projects.
La Roche-Posay is already involved with the RoseUp Association 5 in France. This partnership has helped to finance :
- The digitization of Rose homes, where patients receive advice and supportive care.
- The creation of a film presenting the association and its 10 years of action.
- The co-construction of a simple and efficient method for teaching women to take care of themselves and their skin during cancer.
Fight With Care, at the heart of a more global commitment to fighting cancer
The latest of La Roche-Posay's anti-cancer programs, Fight With Care is part of the brand's broader commitment. In parallel, La Roche-Posay is carrying out two other major initiatives:
"Save Your Skin": a program dedicated to the prevention of skin cancers. For over 20 years, the brand has carried out more than 400,000 free melanoma screenings with dermatologists in 35 countries. By 2025, it aims to increase this number to 500,000.
"A Better Life For Children With Cancer": this onco-pediatric support program was launched in 2019 by La Fondation La Roche-Posay and its partner Childhood Cancer International. Created with a multidisciplinary scientific committee and families, it aims to improve the quality of life and break the isolation of children with cancer and their loved ones.
"With Fight With Care, our commitment takes on new momentum. By 2025, our ambition is to inform nearly 1 billion people about the skin toxicity of cancer treatments, train 1 million of them in supportive care, and directly support 100,000 of them in their fight against the disease. Cancer can affect us all. Directly or indirectly. Beyond the numbers, Fight with Care has a single final objective: to be useful and improve the daily lives of as many women and men as possible throughout the world.stresses Laetitia Toupet, President of La Roche-Posay International.
Key figures
- 80 % of patients suffer skin side effects from cancer treatments
- 93 % of La Roche-Posay users find their comfort and well-being improved
- 80% of patients believe that supportive care is as important as treatment
- 9 scientific studies and 12 publications dedicated to the effects of cancer treatments have been carried out by La Roche-Posay
- Over 10 years of brand commitment
1. Charles C, et al. Impact of cutaneous toxicity associated with targeted therapies on quality of life. Results of a longitudinal exploratory study. Cancer Bulletin. March 2013;100(3):213-22.
2. Association of Community Cancer Centers / accc-cancer.org Addressing dermatologic adverse events associated with oncologic therapies by Stephanie Kao, ba, and adam friedman, MD December 2018
3. Afsos/Odoxa study January 2020
4. Survey of women with breast cancer conducted by the association Rose up. Collection of testimonials from 135 women between July 1 and August 31, 2020.
5. RoseUp is a non-profit organization founded by patients and their families. It supports, informs and defends the rights of women affected by cancer. https://www.rose-up.fr/
Mibelle Biochemistry presents MelanoGray to limit the appearance of white hair
Hair whitening is one of the earliest and most visible phenomena associated with aging. Although genetic factors play the most predominant role in hair whitening, hormonal variations and lifestyle issues have been linked to an increased likelihood of premature whitening. New scientific studies have confirmed that emotional stress also promotes hair whitening in addition to biological aging.
MelanoGray is an anti-whitening hair essence sustainably obtained by overcycling the paste of unique organic Chios mandarin peels. According to Mibelle Biochemistry, due to its melanin stimulating and antioxidant activity, MelanoGray significantly reduces the amount of gray hair in men and women.
According to Mibelle Biochemistry, MelanoGray:
- Reduces the ratio of white hair by 21.6 %,
- Provides a long-lasting repigmentation effect (> 1 month),
- Stimulates the synthesis of melanin,
- Reinforces the resistance of melanocytes to stress.
A production site for chitin and chitosan molecules in Lacq
The start-up is investing €14 million to produce 150 tonnes/year of chitosans from plant and animal bioresources by 2023. The company is already planning to increase production capacity to 1,500 tonnes/year from 2025.
Alpha Chitin, a biobased chemistry start-up whose ambition is to become Europe's benchmark producer of chitin/chitosans, has laid the foundation stone for its production site on the Lacq platform (64).
A €14 M investment
This site represents an investment of 14 million euros, financed by the initial shareholders, Bpifrance, the Nouvelle-Aquitaine region, the Pyrénées-Atlantiques département, the Bureau de développement économique et attractivité Adour (BDEA), the Communauté de communes de Lacq-Orthez (CCLO), banking partners (Crédit Agricole Pyrénées Gascogne, BNP, Caisse d'Épargne Pyrénées-Atlantiques, Société Générale), Financière Pouyanne and Total Energies Développement Régional.
In Lacq, the start-up, winner of the Plan de Relance pour l'Industrie "support for industrial investment and modernization", will scale up its processes and start marketing chitosans. The new plant, covering a total area of 1.2 ha (including utilities and production buildings), will comprise :
- A building for larval growth and mycelium production,
- An extraction and purification building equipped with bioreactors for production of up to 250 t/year,
- An R&D laboratory,
- An office zone.
Some 20 direct jobs by 2022
Since perfecting its process to ensure traceability, repeatability and quality control throughout the manufacture of chitin extracted from the insect Hermetia Illucens, Alpha Chitin has continued its research and development work. In addition to Hermetia Illucens, the start-up is now working with two new sources: Antarctic krill for the production of crystalline chitosans, and a mycelium chosen for the production of chitosans, notably Vegan.
"Chitosans, with their natural antibacterial and anti-fungal qualities, 100 % compatible with the human body, bring new perspectives and innovative solutions particularly in human health. We intend to meet the growing demand from French and European manufacturers and biotech companies by supplying them with pharmaceutical-grade chitosans with full traceability, which none of our competitors in the world can offer today. The Lacq platform is ideal for the deployment of our business, and TotalEnergies Développement Régional's support was invaluable from both a financial and logistical point of view, enabling us to conclude this construction operation within tight deadlines despite the health crisis.says Philippe Crochard, President of Alpha Chitin.
"When we met the founders of Alpha Chitin, we were convinced by their advanced project and their clear vision of the market. We therefore decided to support them both industrially, with the help of Sobegi, and financially, for the construction of their production site in Lacq. The installation of Alpha Chitin contributes to the success of the industrial reconversion of the Lacq basin, a process to which TotalEnergies is very committed.says Isabelle Patrier, Director of Relations France and Regional Development at TotalEnergies.
"Having a production capacity for chitin molecules and chitosans in France is strategic. China, the world's main supplier of chitin and chitosan, limited exports during the health crisis that affected many French and European companies. We are therefore delighted that Alpha Chitin, the only French producer of chitosans, has set up in France.concludes Patrice Laurent, President of the Lacq-Orthez Community of Communes.
Ever more promising applications
Demand for chitin and chitosans is growing fast (+17 %/year), thanks to their many applications in fields as varied as water treatment, food and beverages, cosmetics, industry, biomedicine and pharmaceuticals, and agrochemicals.
Alpha Chitin plans to begin marketing high value-added chitosans to healthcare players, manufacturers and biotechs with whom the company already has close relationships through collaborations. The start-up has targeted four main programs:
- Fungal chitosan for applications where fast qualification and vegan quality are important;
- Transporting molecules and/or using chitosans as adjuvants, for vaccines or targeted therapies, for example;
- Functionalization of chitosans for tissue engineering (production of bio-compatible skin);
- The development of an extrudable chitosan-based material to produce implantable and resorbable medical devices.
The ramp-up of Alpha Chitin's production site by 2025 (150 employees on site) will enable these developments to be carried out successfully. The company has set itself an ambitious timetable for the next 18 months, with several stages for :
- Part of the buildings available by the end of March 2022
- Integrate machines and processes by the end of May 2022
- Acceptance of the entire building by the end of May 2022
- Production testing in June and July 2022
- Start production of batches to be marketed in July 2022 to reach production of 150 tonnes/year in early 2023
As part of its roadmap, Alpha Chitin plans to launch a study to increase production to 1,500 tonnes per year by 2025. A major new fund-raising campaign will be launched in early 2023.
What's the difference between chitin and chitosan?
Chitin is the structural component of insects, crustaceans (mainly shrimps and crabs) and fungal cell walls. It is the second most abundant natural polysaccharide after cellulose.
Chitosan is obtained by deacetylating chitin, and can be functionalized according to the applications in which it will be used.
Alpha Chitin extracts chitin from the bioresources it has selected, solely in order to obtain the traceable raw material it will use in the production of its chitosans. The start-up will only market high value-added chitosans, which it will produce "on demand" according to its customers' planned applications.
Sepiplus K, a rheology modifier for "Clean Beauty" formulas rich in sensoriality
At a time when the cosmetics industry is experiencing a growing demand from its consumers for products that are more respectful of the skin and the planet while maintaining efficacy and sensoriality, Seppic presents Sepiplus K, a rheology modifier. Launched worldwide for the cosmetics market, this concentrated liquid polymer, in addition to its high application performance, has been developed to give a touch of sensory elegance to particularly demanding formulas such as minimalist or "Clean Beauty" formulas.
Sepiplus K has already been on the market for a year in Asia, where it has met with rapid success. It has won the Ringier Technology Innovation Awards 2021 in China for its performance and its ability to cold formulate.
Sepiplus K is solvent-free, preservative-free and non-ethoxylated. It can be formulated cold and requires very little energy for processing, which is a considerable advantage for the development of more ecological formulas.
Not considered a microplastic*, Sepiplus K is a concentrated inverse emulsion. It offers high performance in terms of thickening, oil stabilization and resistance to electrolytes. Pre-neutralized, it is effective over a wide pH range of 3 to 12.
Sepiplus K provides a "silicone-like" slippery feel with a non-sticky finish. It has been scientifically proven in a study conducted in China according to the R3M** score that it activates positive consumer emotions, an important factor in the appreciation of cosmetic products.
*According to Background Document to the Opinion on the Annex XV report proposing restrictions on intentionally added microplastics (December 10, 2020).
**Test conducted by Repères. As quickly as possible and without thinking, consumers must indicate 3 words that come spontaneously to mind after applying the product. An R3M score is calculated based on the grammatical nature, the logic of the utterance, the valence of the emotion, the ranking, the association between words and the consensus. The higher the score, the more positively the product activates emotions.
