Merck [India] launches "Project effexX' for for professionals across design disciplines

The Performance Materials division of Merck [India] today announced the launch of "Project effexX', a first of its kind co-creation platform in the world of product design, architectural design, interior design, aesthetic design, package design, cosmetics and skin care. Targeted at professionals working across design disciplines, Project effexX aims to enhance their understanding of global trends and movements; enabling them to unleash new concepts and possibilities in the consumer product development space.

Project effexX is conceptualised keeping in mind Merck's guiding principle to "Live a better life' with the primary role of empowering individuals by offering a wide variety of choices across the consumer product verticals. The web portal www.projecteffexX.com will feature innovators who are changing the consumer product landscape, supported by latest information on global design and trends, opinion columns by pioneers, creative showcases and exclusive industry white papers across categories.

Moreover, Project effexX will also act as a real-world co-creation platform and would arguably be the only one in India where established as well as budding professionals and enthusiasts engage in serious business opportunities; within and outside their trade. Project effexX would be a catalyst through which concepts could be seeded and shaped into reality for product formulators in need of practical guidance; stylists looking for a showcase; cosmetic innovators with ground breaking concepts; or simply an enterprise looking for solutions in product design, home decor and beauty.

Sharing his views on this initiative Siddhartha Sengupta, Head of Performance Materials, Merck Limited [India] said, "At Merck we constantly endeavour to help our clients bring better and safer products to market with cutting-edge innovations in our effect pigments, actives and functional fillers. It is with this objective that we created "Project effexX'; to enlighten, inspire and empower independent product designers, cosmetics and skin-care formulators, and colour and materials consultants to product manufacturers and design houses. This initiative will also help consumers understand the latest trends in effect pigments space through interactive and participative sessions along with networking within their lines of work."

With Project effexX, Merck [India] aspires to revolutionize the Indian consumer products scenario by bringing forth the best thinking and creation capabilities already resident in an increasingly resurgent India."