Technologies that increase the efficiency of deposition of benefit agents (e.g. hydrophobic fluids and particles such as silicones, perfumes and petrolatum, hydrophilic partciles such as TiO₂ and ZPT, hydrophilic liquids such as glycerin) onto anionic substrates (non-ionic substrates can be included as well) from aqueous-based,  anionic surfactant-containing rinse-off compositions: 1) Coacervate Technologies -  alternative polymers that are superior vs. current best-in-class cationically modified guar  and cellulosic polymers in terms of deposition efficiency, cost, and with minimal trade-offs, and 2) Other (alternative)  cost-effective, consumer safe, deposition technology that can obsolete current coacervate technology. 

Technologies that can suitably complement or replace silicones in consumer goods products and can provide a similar reduction in surface friction and/or surface energy, with an improved environmental footprint and cost profile. 

Technologies that can impact surface energy (either low or high in surface energy) and/or  polarity (either low or high polarity) of the targeted surface with the intent to provide anti-adhesion properties to that surface. For example, these technologies can be in the area of hydrophillic polymers that can provide high surface energy with high polarity.