On July 7, CONSUMERTEC announced the launch of HomeBiome – Microbial Domestic Odour and Soil Lab, which recreates microbially induced odours and stains found in homes.
"This shift allows us to assist the worldwide consumer industry with innovative benchmarking technologies that include the growth of microorganisms," stated Director-General Rodrigo Olmedo. "It demonstrates our commitment to integrating complex and variable consumer-relevant scenarios right from the start of our clients' brand innovation journey, as well as to helping ensure that creative brand claims are verifiable in the market."
Upstream Benchmarking Brands Under Real-World Conditions
Home care faces challenges due to the growth of microorganisms on household surfaces and human skin, particularly those responsible for body odour in garments, mould in bathrooms, and other unpleasant smells. In the current cost-pressure environment, successful brands must continue to evoke positive memories at the moment of purchase, demonstrating robust performance under varied and complex olfactory and visual scenarios—all while maintaining the profits necessary for business sustainability.
"Standardised and repetitive generation of microbial odours and soiling is essential for validating product efficacy with high technical rigour. By combining traditional microbiology, human fluid simulants and sensory analysis with cutting-edge technologies such as electronic noses, HomeBiome provides an unparalleled opportunity to test innovations under authentic domestic conditions," said MSc Microbiologist Domenica Arguello, HomeBiome's technical lead. "This lab brings applied science closer to genuine consumer experience, delivering an indispensable tool for the home care industry.”
About Consumertec
CONSUMERTEC is a leading research and development company with over 31 years of experience benchmarking consumer brands worldwide. It has implemented innovative labs, materials, and digital technologies to incorporate the semi-chaotic real world into the brand's research, development, and innovation processes. CONSUMERTEC holds an international accreditation for technical competence in accordance with ISO 17025.
https://whttps://www.consumertec.com
