Microencapsulation is a winning innovation for cleaning and household products, according to this article. For example, it can allow controlled product release, prolonging the effects of fabric softeners and fresheners. "In many instances it allows companies to use less product to achieve the same effect, thus saving material and cost; in other examples it enables companies to add more value to products experiencing creeping commoditisation, or to win added market share or to move the product into completely new ­market areas," writes John Baker.

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