MWSCC Thinks Outside the Box

By: Katie Schaefer, Cosmetics & Toiletries magazine

Posted: November 10, 2010

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Lochhead introduced attendees to his Innovation Ecosystem Checklist, which includes: the materials, the toolbox, the skill set, the partnership, the logistics and the IP protection. Lochhead related his checklist to such innovations as 2-in-1 shampoos, polymeric emulsifiers, a supermolecular self-healing gel for extreme conditions, and visible spectrum pigments that also absorb the infrared flame spectrum. He noted how those innovations that were successful had all the elements of the checklist "checked off," while the unsuccessful innovations were only able to check off a few of the elements.

Attendees had a brief lunch break before returning for the last innovative presentation of the day, which was given by Paul Pucci, licensing associate for the Wisconsin Alumni Research Foundation (WARF) and vice president of Flatt Cola. During his discussion, Pucci reviewed WARF's "home run" patents, including: three major vitamin D derivatives, MRI imaging technologies, a diffusion barrier, botulinum toxin, human embryonic stem cells and conjugated linoleic acid. According to Pucci, common issues with patent licensing include improvements to licensed inventions, patent assignments, patent enforcement rights, freedom to operate, and commitment to the university. Attendees were engaged by the patent process and asked Pucci several questions especially related to cost and the extent of services offered by WARF.

The day concluded with another exercise designed to inspire attendees to think outside of the box and innovate. Romanowski called the exercise “mash-up,” and each table of attendees was given two playing cards drawn at random that coincided with two unrelated terms on a master list—one cosmetic product category, one non-cosmetic item. The idea was to "mash" these terms together to come up with new, innovative personal care product ideas. The results of this exercise were largely innovative and oftentimes comical. Example mash-ups included sunless tanners + a hammer, as well as nail polish + a watch, among others. 

At the end of the day, attendees of the symposium took with them several good laughs as well as a little inspiration to innovate and think differently.