Croda has officially opened its new Center of Excellence for Africa, located in Parkhaven, Boksburg, east of Johannesburg. The new Center is the latest example of Croda’s commitment to innovation, coupling efficacy testing and applications expertise to support customer’s innovation needs. Company executives, esteemed local dignitaries, industry organization representatives, valued customers and employees were on hand to mark the official opening. South Africa was an obvious candidate for Croda to invest further in. Anticipated rising disposable incomes and the demand for more sophisticated and solution-oriented products are expected to support continued growth. Nowadays, a beauty product will be expected to prove its efficacy beyond its label claim. As such, local manufacturers are now more aware of the need to conduct product efficacy testing to substantiate the claims attached to their product offerings. Croda South Africa’s new Center of Excellence has both an Efficacy Laboratory and a Formulation Laboratory to help customers meet these requirements. The Personal Care technical team in Parkhaven will be supporting product claims for both the Skin and Hair Care markets. Croda South Africa joins Croda’s list of other laboratories offering formulation and efficacy support in UK, USA, France, Singapore and Mexico.