The formulator has in many cases adopted formulation platforms that contain most of the ingredients needed for functionality, but can be varied for different consumer expectations. The salient property of formulations that signals a new product experience to customers is aesthetics. Fortunately, most of the formulation aesthetics come from additives that are present in low concentrations and are surface active. Most formulators are aware that water soluble surfactants can be added to aqueous formulations to change surface tension, spreading and feel. Many formulators are not aware that there is a plethora of oil soluble silicone polymers that perform the exact same function in oils. The ability to alter the feel of an oil phase adding less that 5% of the properly chosen silicone surfactant offers the ability to keep the platform and offer outstanding aesthetics of different types that the consumer will regard as unique and desirable. Since the platform ingredients are the same, the need to qualify new raw materials is low. We call this approach ‘minimally disruptive formulation’. Silicone polymers are especially conducive to this type of development approach since they provide a perceivable consumer aesthetic advantage at low use levels.