About the Authors

Neil J. Lant

Roles Conceptualization, Data curation, Formal analysis, Funding acquisition, Project administration, Supervision, Writing – original draft, Writing – review & editing

lant.n@pg.com

Affiliation Procter & Gamble, Newcastle Innovation Center, Newcastle upon Tyne, United Kingdom

Adam S. Hayward

Roles Data curation, Investigation, Project administration, Writing – original draft

Affiliation Procter & Gamble, Newcastle Innovation Center, Newcastle upon Tyne, United Kingdom

Madusha M. D. Peththawadu

Roles Investigation, Writing – original draft

Affiliation Department of Applied Sciences, Northumbria University, Newcastle upon Tyne, United Kingdom

Kelly J. Sheridan

Roles Investigation, Supervision, Writing – original draft

Affiliation Department of Applied Sciences, Northumbria University, Newcastle upon Tyne, United Kingdom

John R. Dean

Roles Data curation, Project administration, Supervision, Writing – original draft, Writing – review & editing

Affiliation Department of Applied Sciences, Northumbria University, Newcastle upon Tyne, United Kingdom

Competing Interests

NJL and ASH are employed by Procter & Gamble. This does not alter our adherence to PLOS ONE policies on sharing data and materials.