Merck India has created an online collaborative platform to allow professionals across design disciplines (product design, architectural design, interior design, package design, cosmetics, etc.) and industries (coatings, plastic, printing, brand protection, cosmetics, etc.) to interact and network with the aim of learning new global trends and spurring new possibilities in consumer product development. The Project EffexX initiative, spearheaded by the company's performance materials division, offers solutions for any application that can benefit from product differentiation through pigments, the expertise of the Merck division, and geared to scale up. EffexX is a name given to a range of “effects” (either aesthetic or functional) enabled by the special effect pigments and active cosmetic ingredients manufactured by Merck.
Project EffexX will evolve within its three verticals of design, spaces and allure. Design will address pigments for veneers, inks and textures; spaces to address pigments for homes and offices and allured to address pigments for beauty, wellness and safety.
The platform can be visited to find global trend updates, columns by key opinion leaders, a showcase of their works, reviews, feeds from other design channels and articles. The platform is designed to serve and be a "catalyst" for formulators in need of practical guidance, cosmetic innovators looking to market a concept or brand owners developing business opportunities.
Merck India has also created a Facebook page for reaching out to end consumers, and has plans to connect the two platforms.