Coltide ProLong is Croda Home Care’s latest launch into the fabric care category offering strong performance in protecting garments from both conditioners and detergents. 99.4% plant-based, silicone-free, quat-free, biodegradable and non-aquatoxic, Coltide ProLong naturally prolongs the lifespan of clothes, allowing consumers to keep clothes for longer.

Market context

The negative impact of the fashion industry has been highlighted for several years now. The figures are edifying: 20% of industrial water pollution, 10% of global carbon emissions and 35% of microplastics found in the oceans are attributable to the fashion industry. Aude Lemoine-Dessaint, EMEA Home Care Marketing Manager comments on the influence of the fashion industry's environmental impact on consumers: In a society where consumption is encouraged, it is not easy to face the dark side of the production and use of our clothes. But consumers answer is quite positive, they try to make more conscious choices, consuming less but better and prioritising quality and longevity of their clothes.

WRAP, a UK based climate action NGO, states that extending clothing life has been identified as the single largest opportunity to reduce the carbon, water and waste footprints of clothing, confirming consumers approach to clothes’ longevity. But where 46% of them believe the initial quality of garments is the biggest contributor to the wear and tear¹, washes actually plays a huge part in it, causing mechanical, thermal, chemical or water damages.

Coltide Prolong key benefits & features

Coltide ProLong is a protective protein that film-forms on the garment fibres to protect it from damages through the wash, ensuring garments look and feel newer for longer. It provides a 38% reduction in colour loss, a reduction in the formation of cracks on prints, allows for a shape retention of 11% and visibly reduce fibre abrasion and breakage regardless of fabric composition without impacting garment softness as proven with spectrophotometry, tensile tester, SEM images and ST-300 softness tester. Coltide ProLong also helps to simplify the ironing task with a reduced ironing energy of 14%, thus improving consumers experience.  

With an approach of extending the lifespan of clothes and therefore counteract the negative impact of the fashion industry on the environment, it was important to develop an ingredient that would not only offer these benefits but would also inherently leave a lighter footprint on the planet. Coltide ProLong is derived from a upcycled vegetable source, 99.4% natural according to ISO16128, vegan suitable*, halal certified, non-GMO, free from phenoxyethanol, silicones and quats. It is also readily biodegradable according to aerobic OECD 310 test method, biodegradable according to anaerobic OECD 311 test method making it an environmentally friendly choice for brands seeking sustainable solutions.

Coltide ProLong is suitable for all laundry formats, showing performance in both laundry detergents and fabric conditioners. It is also versatile and adapted to liquids, capsules, powders or tablets formulations.
 

Coltide ProLong summary

Coltide ProLong delivers advanced protection and supports garments longevity, meeting the rising demand of consumers for solutions that keep their clothes newer for longer. Croda Home Care is proud to introduce this innovative protective ingredient allowing brands to offer fabric care that both helps to preserve garments quality and reduce environmental impact.

About Croda

Croda is a specialty chemicals company established 100 years ago in 1925 and headquartered in the UK that creates leading, high performance and sustainable ingredients and solutions to support our partners in achieving brand differentiation in the household market.

As the name behind some of the world’s most successful brands, we combine our knowledge, passion and entrepreneurial spirit to develop and supply innovative ingredients relied on by industries and consumers around the world. 

With a shared Purpose to use Smart science to improve lives™, and with around two thirds of its organic raw materials already from bio-based sources, Croda has committed to be the most sustainable supplier of innovative ingredients, becoming Climate, Land and People Positive by 2030 while providing solutions to some of the world’s biggest challenges.