CONSUMER TESTING AS A GUIDE FOR TECHNICAL RESEARCH 103 other trace elements such as manganese. However, since iron is chelated more readily, the addition of the manganese complex only assists in the pickup of more iron as the manganese is replaced by iron in the complex and carried to the plants. Another new application is the use of these agents in the manufacture of cold rubber which is exceedingly sensitive to the least traces of some polyvalent metal ions. There has been yet another application reported recently which we hope we will not have to use. The EDTA salts are among the best agents for the removal of surface radioactive contamination. In case of atom bombing, large areas of surface such as of buildings, walks, pavements, automobile bodies, etc., would have to be decontaminated. The use of EDTA as a component of decontaminating detergents should add sub- stantially to the rapidity and thoroughness of decontamination. CONSUMER TESTING AS A GUIDE FOR TECHNICAL RESEARCH* By NORMAN H. ISHLER Central Laboratories, General Foods Corp., Hoboken, N.y. AT FIRST GLANCE the cosmetic industry may seem to have very little in common with the food industry. However, after a little thought on the subject a number of common interests begin to appear. Technically the two industries deal with many of the same problems. They are both concerned with emulsions, colors, fats, oils, and starches. They both, of ne- cessity, must be concerned with the toxicity of their products. A par- ticularly important common ground is that of odor or aroma. All of these things are building blocks of which both food and cosmetic products are built. If the ingredients are the building blocks then the products themselves must be considered as the complete structure. In both foods and cos- metics, the common objective is to satisfy the ultimate consumer. The cosmetologist strives to satisfy his customers by improving their appear- ance, aroma, or touch. How effective his results are when properly used is apparent to all of us whose blood pressure rises with a faint trace of per- fume from the girl a few feet away, or whose head turns automatically to the rear from time to time while walking down the street. * Presented at the December 10, 1953, Meeting, New York City.

CONSUMER TESTING AS A GUIDE FOR TECHNICAL RESEARCH 103 other trace elements such as manganese. However, since iron is chelated more readily, the addition of the manganese complex only assists in the pickup of more iron as the manganese is replaced by iron in the complex and carried to the plants. Another new application is the use of these agents in the manufacture of cold rubber which is exceedingly sensitive to the least traces of some polyvalent metal ions. There has been yet another application reported recently which we hope we will not have to use. The EDTA salts are among the best agents for the removal of surface radioactive contamination. In case of atom bombing, large areas of surface such as of buildings, walks, pavements, automobile bodies, etc., would have to be decontaminated. The use of EDTA as a component of decontaminating detergents should add sub- stantially to the rapidity and thoroughness of decontamination. CONSUMER TESTING AS A GUIDE FOR TECHNICAL RESEARCH* By NORMAN H. ISHLER Central Laboratories, General Foods Corp., Hoboken, N.y. AT FIRST GLANCE the cosmetic industry may seem to have very little in common with the food industry. However, after a little thought on the subject a number of common interests begin to appear. Technically the two industries deal with many of the same problems. They are both concerned with emulsions, colors, fats, oils, and starches. They both, of ne- cessity, must be concerned with the toxicity of their products. A par- ticularly important common ground is that of odor or aroma. All of these things are building blocks of which both food and cosmetic products are built. If the ingredients are the building blocks then the products themselves must be considered as the complete structure. In both foods and cos- metics, the common objective is to satisfy the ultimate consumer. The cosmetologist strives to satisfy his customers by improving their appear- ance, aroma, or touch. How effective his results are when properly used is apparent to all of us whose blood pressure rises with a faint trace of per- fume from the girl a few feet away, or whose head turns automatically to the rear from time to time while walking down the street. * Presented at the December 10, 1953, Meeting, New York City.