Do you have a benchmark (product sold in the stores) which you wish your product to be similar to which matches the natural definition you have chosen above? (If you have more than one product, fill in a separate form for each).
Most brand owners feel they have come up with a unique, innovative product which isn't sold elsewhere. However once more details are revealed, the formulator quickly realises that this product is not new or unique, there are many products already on the market like this despite what the brand owner thinks. Giving the formulator a product already sold in the stores, gives the formulator an idea of viscosity, texture etc providing a very firm and clear target to aim for. Without this, formulators are left with very subjective descriptors such as "I'd like a product which is: non-greasy, occlusive, very moisturising, non-sticky, fairly thick". One person's idea of this is very different from another's. In addition, brand owners frequently change their mind as they come to realise through the development process that they are not clear on what they want the product to look and feel like. Asking the product owner to research the market for a benchmark at this early stage, helps both parties become clearer on with what they are looking for, highlights any lack of product and consumer research from the client's side, thus making the whole process quicker, reducing cost and, overall, less stress! If a brand owner cannot find a benchmark, this is usually a sign that what they are seeking either (a) isn't scientifically and/or legally achievable; or (b) there isn't consumer demand.