Formulators usually face three kinds of challenges while addressing sensory quality. Firstly, when existing products are changed, the sensory properties should feel the same for customers and patients. In addition to that, sensory problems like formulations that are too greasy, sticky or contain other negative feelings must be tackled. Lastly, you should send positive and beneficial sensory messages to the patients while designing the formulation. “With the right pallet of excipients, you can create different feelings. It’s a bit like Art”; says Norman Richardson, Global Technical Development & Marketing Skin Delivery at BASF Pharma.