It’s out of the lab and into the limelight. At least, that’s what the HBA Global Expo’s first New Product Technical Achievement Award is designed to do — give those who toil behind the scenes in research and development some of the face time their marketing counterparts are used to having. Perhaps more importantly, the award recognizes those who bring into being the nuts and bolts of directional consumer products.

Case in point: Procter & Gamble’s R&D team’s creation and adaptation of Permatone, the key ingredient in Cover Girl Outlast All-Day Lipcolor.

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