GB2468715A

GB2468715A - Varying composition of an agent according to geographical location

Info

Publication number: GB2468715A
Application number: GB0904823A
Authority: GB
Inventors: Patrick Lehane
Original assignee: Individual
Current assignee: Individual
Priority date: 2009-03-20
Filing date: 2009-03-20
Publication date: 2010-09-22
Also published as: GB0904823D0; WO2010106342A2; WO2010106342A3

Abstract

An agent for use on the body of a mammal, comprising a chelating agent, the concentration of which is determined according to the concentration of ions present in a geographical area in which the agent is intended for use i.e. the water hardness of a particular area. The agent is preferably a shampoo for human use. The chelating agent is preferably EDTA. Also disclosed is the use of such an agent, a method of manufacturing said agent, and the marketing of the agent.

Description

IMPROVED CLEANING AND CONDITIONING AGENTS

FIELD OF THE INVENTION

The invention relates to improved agents, such as cleaning and conditioning agents, particularly for use in hard water areas. Embodiments of the invention include cleaning agents for use as shampoo formulations, conditioning agents for use as conditioners and methods of manufacture for such agents.

BACKGROUND OF THE INVENTION

Shampoo and conditioner formulations may be used for many applications, including personal care and for use on animals such as pets. Shampoos may be used for the removal of oil, dirt, skin particles, environmental pollutants and other contaminant particles that may build up. This is achieved by the presence of a surfactant in shampoo formulations, which in combination with water causes the removal of oily materials. Conditioners may be used to nourish hair and leave it feeling smooth and silky. Most commonly. shampoos are used for personal care, particularly for application to hair.

Shampoos are able to clean hair and the scalp by removing natural oils present for lubrication of the hair shaft. Typically shampoo formulations may include water, a surfactant, foaming/wetting agents, thickeners, conditioning agents, preservatives and modifiers.

Hard water has a high mineral content, comprising primarily calcium and magnesium cations, and potentially other dissolved compounds such as bicarbonate and sulphates. Calcium usually enters the water as either calcium carbonate, derived from limestone and chalk, or as calcium sulphate, derived from other mineral deposits. The effects of hard water over time can be observed for example in the home, causing a deposit known as limescale, to collect in kettles, irons and washing machines. Limescale collecting on heating elements of such appliances shortens their lifespan and makes them less efficient, Moreover, limescale also hinders the creation of lather from soap, washing-up liquid and washing powders.

There are many different scales for measuring the hardness of water, which can be based upon the amount of calcium carbonate or oxide in water, the pH and temperature of the water, and/or the behaviour of calcium carbonate in water (as indicated by the Langelier Saturation Index, the Ryznar Stability Index or the Puckorious Scaling Index). As such, there is no single industry standard scale for hardness of water; however, there are recognised levels of calcium and magnesium which act as indicators of hard water.

Hardness of water can be observed in a lather test by for example, combining soap or toothpaste with water, Upon agitation, the soap or toothpaste may lather, which can be observed by the appearance of foam or froth. This occurs more readily in soft water, but less readily, or not at all in hard water, Mineral ions in the water will act as cations, which can react with anions in the cleaning agent to form a precipitate. Consequently, lather is less readily formed in hard water, which has a higher concentration of cations, and instead a precipitate known as scum is created.

The formulations of the invention are also suitable for use with desalinated water. This is water which has undergone one of several processes that remove excess salt and other minerals from water. Specifically, water is desalinated in order to be converted to fresh water suitable for human consumption or irrigation. Desalinated water is present in a number of countries around the world, including those of the Middle East. It has been noted that use of such water for washing hair may even cause damage to or breakage of hair due to its harsh effects.

SUMMARY OF THE INVENTION

According to an embodiment of the invention there is provided an agent for use on at least one part of the body of a mammal, wherein the agent is a composition comprising a concentration of a chelating agent wherein the concentration is determined relative to the concentration of ions in the water present in the geographical area in which the agent is intended for use. Optionally, the agent is a cleaning agent. Optionally, the agent is a conditioning agent. Optionally, the chelating agent is EDTA.

Optionally, the ions are Ca2 ions. Optionally, the concentration of Ca2 ions is less than 150 ppm. Alternatively, the concentration of Ca2 ions is between 150-300 ppm. Alternatively, the concentration of Ca2 ions is greater than 300 ppm. Optionally, the concentration of chelating agent is sufficient to complex the concentration of Ca2 ions. Optionally, the concentration of chelating agent is at an excess of 43% of the concentration sufficient to complex the concentration of Ca2 ions.

Optionally, the water present in the geographical area in which the agent is intended for use is desalinated water. Optionally, the agent is capable of reducing or preventing the damage or breakage of hair caused by washing with desalinated water.

Optionally, the chelating agent is EDTA, and the EDTA is present at a concentration of greater than 0.35% w/w. Optionally, the EDTA is present at a concentration of greater than 0.5% w/w. Optionally, wherein the EDTA is present at a concentration of 0.65% w/w, Optionally, the agent comprises sodium citrate. Optionally, the sodium citrate is present at a concentration of 0.2% w/w.

Optionally, when the agent is a cleaning agent, it is capable of creating a lather upon mixing with hard water.

Optionally, the agent forms no or substantially no scum or limescale upon mixing with the water.

Optionally, the mammal is a human.

Optionally, the at least one part of the body is the hair of the scalp of the mammal.

Optionally, when the agent is a cleaning agent, it is a shampoo.

Optionally, when the agent is a conditioning agent, it is a conditioner.

Optionally, the agent is a liquid.

According to another embodiment of the invention there is provided the use of an agent in accordance with any of the above described embodiments for use on at least one part of the body of a mammal, wherein the agent is a composition comprising a concentration of a chelating agent, wherein the concentration is determined relative to the concentration of Ca2 ions in the water present in the geographical area in which the agent is intended for use.

According to a further embodiment of the invention there is provided a method of manufacturing an agent comprising a composition in accordance with any of the above described embodiments, wherein the method comprises determining the concentration of a chelating agent to be included in the agent, the concentration of chelating agent being determined relative to the concentration of ions in the water present in the geographical area in which the agent is intended for use.

Optionally, the method comprises determining the concentration of a chelating agent to be included in the agent, the concentration of chelating agent being determined relative to the concentration of Ca2 ions in the water present in the geographical area in which the agent is intended for use.

Optionally, the water present in the geographical area in which the agent is intended for use is desalinated water.

According to an embodiment of the invention there is provided the marketing of an agent for use on at least one part of the body of a mammal in a predetermined geographical area, wherein the agent comprises a composition adapted for use with the water of the predetermined area.

Optionally, the marketing includes the sale of the agent.

Optionally, the composition comprises a concentration of a chelating agent wherein the concentration is determined relative to the concentration of ions in the water present in the geographical area in which the agent is intended for use.

Optionally, the composition comprises a concentration of a chelating agent wherein the concentration is determined relative to the concentration of Ca2 ions in the water present in the geographical area in which the agent is intended for use.

Optionally, the concentration of Ca2 ions is less than 150 ppm. Alternatively, the concentration of Ca2 ions is between 150-300 ppm. Alternatively, the concentration of Ca2 ions is greater than 300 ppm. Optionally, the concentration of chelating agent is sufficient to complex the concentration of Ca2 ions. Optionally, the concentration of chelating agent is at an excess of 43% of the concentration sufficient to complex the concentration of Ca2 ions.

Optionally, the chelating agent is EDTA. Optionally, the chelating agent is EDTA, and the EDTA is present at a concentration of greater than 0.35% wIw. Optionally, the EDTA is present at a concentration of greater than 0.5% w/w. Optionally, the EDTA is present at a concentration of 0.65% w/w.

Optionally, the agent comprises sodium citrate. Optionally, the sodium citrate is present at a concentration of 0.2% w/w.

Optionally, the mammal is a human.

Optionally, when the agent is a cleaning agent, it is a shampoo.

Optionally, the agent is a liquid.

DESCRIPTION OF THE PREFERRED EMBODIMENTS

The present invention discloses agents suitable for use on mammals. Optionally, the agents are suitable for use by humans. Optionally, the agents are suitable for use on the scalp.

Optionally, the agents are cleaning agents. Optionally, the agents are conditioning agents.

Optionally, the agents of this invention are liquid. Optionally the cleaning agents form a lather upon mixing with water which can be observed by the appearance of foam or froth.

Optionally, the cleaning agents of this invention form a lather upon mixing with hard water.

Optionally, the agents of this invention do not form scum or limescale upon mixing with hard water.

Optionally the agents of this invention are suitable for use in a predetermined geographical area, in particular being suitable for use with water of the hardness found in the predetermined geographical area. Generally, the predetermined geographical area is the area in which the agent is intended for use. Generally, the water in the predetermined geographical area is the water supply in the predetermined geographical area. Optionally, the agents of this invention are suitable for use in geographical areas having soft water.

Formulations of this invention comprise surfactants, chelating agents, buffering agents and pH adjusting agents. In particular, surfactants or foaming agents which may be utilised in the formulations of this invention include but are not limited to Sodium Lauryl Ether Sulphate (SLES), Cocoamidopropylbetaine, Cocobetaine and Cocoamide TEA. Preferably, Sodium Lauryl Ether Sulphate (SLES) and Cocoamidopropylbetaine are used in the formulations of this invention. The chelating agent is incorporated into the formulation in order to complex the metal ions present in the water. A preferred a chelating agent of the present invention is EDTA.

Embodiments of this invention may also comprise conditioning agents, thickening agents, preservatives and/or perfumes. Suitable agents for performing these functions may be incorporated into the formulations of this invention as understood by one skilled in the art.

Advantageously, it has been found that adapting the concentration of the chelating agent in the agent composition relative to the hardness of water, results in an enhancement of calcium and magnesium ions being complexed with the chelating agent. This in turn prevents these elements from binding the detergent to form an insoluble scum and allows lather to be more readily formed.

There is no recognised reliable scale or measurement universally applied for determining the hardness of water. However, water hardness is often defined as the sum of the polyvalent cations in the water. Most commonly calcium and magnesium are present in hard water, although other metals such as iron, manganese and strontium may contribute, As there is no single industry standard scale for hardness of water, an average of the levels for hardness of water has been quantified by determining the quantity of calcium carbonate.

For the purpose of demonstrating this invention the following range has been utilised: Low to medium hard < 150 ppm as CaCO1 Medium hard to hard 150-300 ppm as CaCO Hard to very hard >300 ppm as CaCO3 The invention provides for an adjusted concentration of a chelating agent to be incorporated into each of the agents dependent upon the hardness of the water in the predetermined geographical area in which the agent is intended for use, as indicated by the presence of calcium carbonate. Thus, there is provided a region-specific strategy depending upon the hardness of the water in the relevant region for use of the agent.

The concentration of the chelating agent for each level of hardness of water is adjusted depending upon the quantity of calcium present. For example, the required concentration of the chelating agent in the agent can be calculated based on the amount of Ca2 present in the water and intended to be complexed by the chelating agent, e.g. for a predetermined geographical area with medium hard water, a chelating agent at a concentration capable of complexing up to 300ppm of Ca2+ is required. Preferably, an excess of the chelating agent is used and it has been found that an excess of 43.3% is optimal. Applying this to a formulation in which EDTA is used as the chelating agent, a concentration in the agent of 0.65%w/w EDTA can be used for a agent adapted for use in a hard to very hard water area, 0.5%w/w EDTA for use in a medium hard to hard water area, and 0.35%w/w EDTA in a low to medium hard water area. The addition of 0.65% EDTA in the agent composition provides for a maximum concentration of a chelating agent for use in any predetermined geographical area. As such, the invention provides agents adapted for use in varying levels of water hardness and in particular, overcomes the problems observed using agents with hard water.

Sodium citrate may be included in the agents of the present invention to regulate the acidity of the agent. Moreover, it has been discovered that the addition of sodium citrate to the formulation has the effect of enhancing the efficacy of the chelating agent and thus aids reduction of scum formation, A concentration of 0.2% has been found to be sufficient to observe this effect.

Preservatives may be utilised in the formulations of the present invention as would be known to a person skilled in the art. Suitable preservatives include DMDM hydantoin, imidazolidinyl urea. isothiazolinone, methylisothiazolinone, methylchloroisothiazolinone, sodium benzoate and 2-bromo-2-nitropropane-1,3-diol. Advantageously, the formulations of the invention require minimum amounts of preservative to be added. As will be understood by one skilled in the art, the amounts of preservatives incorporated into the formulations of the invention are determined with consideration for the longevity of shelf life and as such, quantities comprising for example, 0.05% wlw of potassium sorbate and sodium benzoate are included.

The concentration of the detergent is known to provide good preservative qualities to products when present at about 13% w/w of the product. This value is adhered to in the formulations of the invention in order to comply with safety requirements.

The invention also provides for the marketing of the agent as disclosed herein. A unique selling point of this invention is the fact that the agents of the present invention can be marketed for use in predetermined geographical areas, and such marketing being based on the compositions of the agents being adapted for use with the water of the predetermined area e.g. the hardness of the local water supply.

The formulations of this invention may be manufactured with varying quantities of the chelating agent being incorporated such that formulations intended for use in a geographical area having very hard water comprise an increased concentration of the chelating agent compared to formulations intended for use in a geographical area having medium hard water.

Thus, such agents can be made available for sale by being targeted to predetermined geographical areas having a known level of hardness.

Further provided by the invention is the use of a agent comprising a concentration of a chelating agent which is determined relative to the concentration of calcium ions in the water present in the geographical area in which the agent is intended for use.

Cleaning agents of the present invention provide several advantages, including more thorough and effective cleansing of the hair which is observed by an improved lather as the metal ions are no longer available and thus cannot prevent lathering, and also an increased removal of metal ions from the hair. The increased number of complexes formed between the metal ions and the chelating agent in the water improves the creation of the lather, as fewer metal ions are available to react with the remainder of the cleaning agent so that the cleaning agent works more effectively. Additionally, less or no known scum is formed. so the cleaning agent has improved efficacy, and scum is not deposited at the site at which the cleaning agent is applied. The increased activity of the cleaning agent also enables increased complex formation, so that the chelating agent removes more of the metal ions already present at the site to which the cleaning agent is applied (e.g. the hair of a mammal). As such, the efficacy of the cleaning agent is improved for this reason as well. Consequently, the hair is left with a smoother texture which is noticeable to the user.

The formulations of this invention also address the problems observed when using conventional cleaning agents with desalinated water, such a breakage of hair owing to the presence of a high concentration of salts.

Example formulations for the cleaning agents of this invention comprise the following:

Example 1

Sodium Lauryl Ether Sulphate 40% 30% w/w Cocoarnidopropylhetaine 1 2%w/w Tetrasodium EDTA 0.65% w/w Sodium citrate 0.2% Citric acid to pH 5.5 qs. ie2

Sodium Lauryl Ether Sulphate 40% 30% wfw Cocobetaine 1 2%w/w Cocoarnide TEA 1.5% w/w Glycerol 1.0% w/w EDTA 0.65% w/w Panthenol 0.5% w!w Sodium citrate 0.2% w!w And 127 qs.

Preservatives qs.

Perfume qs.

Citric acid to pH 5.5 qs.

Example 3

Sodium Lauryl Ether Sulphate 40% 30% w/w Cocohetaine 1 2%wlw Cocoamide TEA 1.5% wlw Glycerol 1.0% w/w EDTA 0,5%wfw Panthenol 0,5%w/w Sodium citrate 0.2% w/w Ancil 127 qs.

Preservatives qs.

Perfume qs.

Citric acid to pH 5.5 qs.

Example 4

Sodium Lauryl Ether Sulphate 40% 30% w/w Cocohetaine 1 2%wlw Cocoamide TEA 1.5% w/w Glycerol 1.0% wIw EDTA 0.35%wlw Panthenol 0.5% wlw Sodium citrate 0.2% wlw Ancil 127 qs.

Preservatives qs.

Perfume qs.

Citric acid to pH 5.5 qs.

In accordance with the invention, the cleaning agents can be prepared by including all of the above components, In sonic instances, compositions of the present invention may give rise to problems of immiscibility of the formulation, resulting in a consistency not appropriate for use as a cleaning agent. However, these problems can be overcome by following one or more specific steps in the production of the cleaning agent.

Preferably, the sutfactants are individually dissolved in water with stirring prior to being added together. Preferably, the chelating agent is dissolved in a minimum quantity of water by itself prior to being added to the mixture of the surfactants. Preferably, the moisturising and conditioning agents and the buffering agent are separately added with stirring to the formulation after the addition of the chelating agent. Preferably and subsequently, the preservatives are added to the formulation followed by the inclusion of perfuming agents.

Preferably, thickening agents are added in order to obtain the desired viscosity of the formulation, prior to the pH being adjusted, if required.

An example of a process for producing the cleaning agents of this invention comprises the following steps:

Example 5

1) SLES 40% 30%wIw.

CocoBetaine 12% w/w.

The SLES is dissolved in the water prior to adding CocoBetaine with stirring.

Preferably, the CocoBetaine is dissolved in water before it is added to the SLES.

2) EDTA 0.65% w/w.

Next, the EDTA is dissolved in a minimum quantity of water prior to addition with 1) above.

3) Panthenol 0.4% wiw.

Sodium Citrate 0.2% wlw.

Guar hydroxypropyltrimonium chloride 0.1% w/w.

Following the addition of the EDTA, each of the components of 3) are then to be added individually to 2) above with stirring.

4) Potassium Sorbate 0.05% w/w.

Sodium Beazoate 0.05% w/w.

Subsequently, the preservatives of 4) are added to the formulation of 3) above.

5) Perfume qs.

Then, the perfuming agent is added to the formulation of 4).

6) Ancil 127 qs.

A thickening agent such as Ancil 127 can be added to the formulation 5) above to obtain the required viscosity.

7) Citric Acid to p1-i 5.5 if required.

Finally, the formulation can be pH adjusted to a desirable pH level for the cleaning agent.

The invention also provides conditioning agents which impart advantages compared with conventional conditioners, including little or no scum being deposited in the hair, a smoother texture of the hair and a reduction in the breakage of hair.

An example of a conditioning agent formulation in accordance with the invention is given below: CocoBetaine 15% w/w EDTA 0.35% w/w Panthenol 0.6% w/w Sodium Citrate 0.2% w/w Guar hydroxypropyltrimonium chloride. 0.4% wfw Potassium Sorhate 0.05% w/w Sodium Benzoate 0.05% w/w Perfume qs Ancil 127 qs Citric Acid to p1-I 5.5 if required

Example 7

CocoBetaine 15% w/w EDTA 0.5%wlw Panthenol 0.6% w/w Sodium Citrate 0,2% wlw Guar hydroxy ropylirimonium chloride. 0.4% w/w Potassium Sorbate 0.05% wfw Sodium Benzoate 0.05% w/w Perfume qs Ancil 127 qs -13 -Citric Acid to pH 5.5 if required CocoBetaine 15% wlw EDTA 0.65% w/w Panthenol 0.6% wiw Sodium Citrate 02% Guar hydroxypropyltrimonium chloride. 0.4% wfw Potassium Sorbate 0.05% w/w Sodium Benzoate 0.05% wiw Perfume qs Ancil 127 qs Citric Acid to p1-I 5.5 if required As with the cleaning agents above, the conditioning agent formulations may be prepared to a suitable consistency by following specific steps in preparing the conditioning agents as set out in the example below.

Preferably, the surfactant is dissolved in water with stirring. Preferably, the chelating agent is dissolved in a niiinimuni quantity of water by itself prior to being added to the surfactant.

Preferably, the nioisturising and conditioning agents and the buffering agent are separately added with stirring to the formulation after the addition of the chelating agent. Preferably and subsequently, the preservatives are added to the formulation followed by the inclusion of perfuming agents. Preferably, thickening agents are added in order to obtain the desired viscosity of the formulation, prior to the pH being adjusted, if required. anl2

1) CocoBetaine 15% w/w The CocoBetaine was dissolved in water with stirring. -14-

2) EDTA 0.35% wlw Next, the EDTA is dissolved in a minimum quantity of water prior to addition with 1) above.

3) Panthenol 0.4%w/w Sodium Citrate 0.2% wiw Guar hydroxypropyltrimonium chloride 0.1% w/w Following the addition of the EDTA, each of the components of 3) are then to be added individually to 2) above with stirring.

4) Potassium Sorbate 0.05% wlw Sodium Benzoate 0.05% wlw Subsequently, the preservatives of 4) are added to the formulation of 3) above.

5) Perfume qs Then, the perfuming agent is added to the formulation of 4).

6) Ancil 127 qs A thickening agent such as Ancil 127 can be added to the formulation 5) above to obtain the required viscosity.

7) Citric Acid to p1-I 5.5 if required.

Finally, the formulation can be pH adjusted to a desirable pH level for the cleaning agent. -15-

Claims

Claims 1. An agent for use on at least one part of the body of a mammal, wherein said agent is a composition comprising a concentration of a chelating agent wherein said concentration is determined relative to the concentration of ions in the water present in the geographical area in which said agent is intended for use.
2. An agent according to claim 1, wherein said agent is capable of creating a lather upon mixing with hard water.
3. An agent according to claim 1 or 2, wherein said agent is a cleaning agent.
4. An agent according to claim 1 or 3, wherein said agent is a conditioning agent.
5. An agent according to any of the preceding claims, wherein said chelating agent is EDTA.
6. An agent according to any of the preceding claims, wherein said ions are Ca2 ions.
7. An agent according to claim 6, wherein said concentration of Ca2 ions is less than ppm.
8. An agent according to claim 6, wherein said concentration of Ca2 ions is between 150-300 ppm.
9. An agent according to claim 6, wherein said concentration of Ca2 ions is greater than 300 ppm.
10. An agent according to any one of claims 6 to 9, wherein said concentration of chelating agent is sufficient to complex said concentration of Ca2 ions.
11, An agent according to claim 10, wherein said concentration of chelating agent is at an excess of 43% of the concentration sufficient to complex said concentration of Ca2 ions.
12. An agent according to any of claims 1 to claim 5, wherein said water present in the geographical area in which said agent is intended for use is desalinated water.
13. An agent according to claim 12, wherein said agent is capable of reducing or preventing the damage or breakage of hair caused by washing with desalinated water.
14. An agent according to any one of the preceding claims, wherein said chelating agent is EDTA, and said EDTA is present at a concentration of greater than 0.35% w/w.
15. An agent according to claim 14, wherein said EDTA is present at a concentration of greater than 0.5% w/w.
16. An agent according to claim 15, wherein said EDTA is present at a concentration of 0.65%w/w.
17, An agent according to any one of the preceding claims, wherein said agent comprises sodium citrate.
18. An agent according to claim 17, wherein said sodium citrate is present at a concentration of 0.2% wlw.
19. An agent according to any one of the preceding claims, wherein said agent forms no or substantially no scum or limescale upon mixing with said water.
20. An agent according to any one of the preceding claims, wherein said mammal is a human.
21. An agent according to any one of the preceding claims, wherein said at least one part of the body is the hair of the scalp of said mammal.
22. An agent according to any of the preceding claims, wherein said agent is a shampoo.
23. An agent according to any one of the preceding claims, wherein said agent is a conditioner.
24. An agent according to any one of the preceding claims, wherein said agent is a liquid.
25. The use of an agent in accordance with any one of the preceding claims on at least one part of the body of a mammal, wherein said agent is a composition comprising a concentration of a chelating agent, wherein said concentration is determined relative to the concentration of Ca2 ions in the water present in the geographical area in which said agent is intended for use.
26. A method of manufacturing an agent comprising a composition according to any one of claims 1-25, wherein said method comprises determining the concentration of a chelating -17 -agent to be included in said agent, said concentration of chelating agent being determined relative to the concentration of ions in the water present in the geographical area in which said agent is intended for use.
27. A method of manufacturing an agent according to claim 26 wherein said method comprises deterniiining the concentration of a chelating agent to be included in said agent, said concentration of chelating agent being determined relative to the concentration of Ca2 ions in the water present in the geographical area in which said agent is intended for use.
28, A method of manufacturing an agent according to claim 26 wherein said water present in the geographical area in which said agent is intended for use is desalinated water.
29, The marketing of an agent for use on at least one part of the body of a mammal in a predetermined geographical area, wherein said agent comprises a composition adapted for use with the water of said predetermined area.
30. The marketing of an agent according to claim 29, wherein said agent is capable of creating a lather upon mixing with hard water.
31. The marketing according to claim 29 or 30, wherein said agent is a cleaning agent.
32. The marketing according to claim 29 or 31, wherein said agent is a conditioning agent.
33, The marketing of an agent according to any of claims 29 to 32, wherein said marketing includes the sale of said agent.
34, The marketing of an agent according to any of claims 29 to 33, wherein said composition comprises a concentration of a chelating agent wherein said concentration is determined relative to the concentration of ions in the water present in the geographical area in which said agent is intended for use.
35. The marketing of an agent according to claim 34, wherein said composition comprises a concentration of a chelating agent wherein said concentration is determined relative to the concentration of Ca2 ions in the water present in the geographical area in which said agent is intended for use.
36. The marketing of an agent according to claim 35, wherein said concentration of Ca2 ions is less than 150 ppm.
37, The marketing of an agent according to claim 36, wherein said concentration of Ca2 ions is between 150-300 ppm.
38. The marketing of an agent according to claim 37, wherein said concentration of Ca2 ions is greater than 300 ppm.
39. The marketing of an agent according to any one of claims 35 to 38, wherein said concentration of chelating agent is sufficient to complex said concentration of Ca2 ions.
40, The marketing of an agent according to claim 39, wherein said concentration of chelating agent is at an excess of 43% of the concentration sufficient to complex said concentration of Ca2 ions.
41, The marketing of an agent according to claim 34, wherein said water present in the geographical area in which said agent is intended for use is desalinated water.
42. The marketing of an agent according to any one of claims 29 to 41, wherein said agent forms no or substantially no scum or limescale upon mixing with said water.
43. The marketing of an agent according to any one of claims 29 to 42, wherein said chelating agent is EDTA.

44, The marketing of an agent according to any one of claims 29 to 43, wherein said chelating agent is EDTA, and said EDTA is present at a concentration of greater than 0.35% w/w, 45, The marketing of an agent according to claim 44, wherein said EDTA is present at a concentration of greater than 0.5% w/w.46, The marketing of an agent according to claim 44, wherein said EDTA is present at a concentration of 0.65% w/w.47, The marketing of an agent according to any one of claims 29 to 46, wherein said agent comprises sodium citrate.48. The marketing of an agent according to claim 47, wherein said sodium citrate is present at a concentration of 0.2% w/w.49 The marketing of an agent according to any one of claims 29 to 48, wherein said mammal is a human.50. The marketing of an agent according to any one of claims 29 to 49, wherein said at least one part of the body is the hair of the scalp of said mammal.51. The marketing of an agent according to any one of claims 29 to 50, wherein said agent is a shampoo.52, The marketing of an agent according to any one of claims 29 to 51, wherein said agent is a conditioner.53, The marketing of an agent according to any one of claims 29 to 52, wherein said agent is a liquid.-20 -