TAGS: in-cosmetics
Hair Care
Natural/ Organic
At in-cosmetics Latin America, Givaudan Active Beauty will be showcasing Naturein™ Wheat Peptides, a clean and sustainable hair care alternative to cationic guar, a key specific detangling ingredient. The company will introduce the new natural ingredient obtained from 100% French origin locally-sourced wheat and crafted by green fractionation on September 18th.
Ecological and Natural Hair Care Products
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91% of consumers are interested in the concept of clean beauty for hair care.
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They seek natural and chemical free products.
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80% of them find wheat protein fits well with the idea of clean beauty for their hair.
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78% of them think the local wheat biomass is aligned with the clean beauty concept.
Based on these findings Naturein™ Wheat Peptides was developed by the researchers.
Features of Naturein™ Wheat Peptides
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100% natural ingredient.
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Crafted in one of the most important Biorefinery platform in French farming regions.
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A clean product not only good for consumer but also for the environment.
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A perfect alternative to cationic guar, acts as a conditioner to smooth and detangle the hair.
Amandine Scandolera, Ph. D, Head of Biological Evaluation said: “
Cationic guar is the most used chemical ingredient in the hair care market. To prove the effectiveness of our natural asset, we opted for tests that put Naturein™ Wheat Peptides in competition with cationic guar. Results prove that it is more effective in record time. All clinical tests carried out on a hundred people demonstrate the excellence of Naturein™ Wheat Peptides.”
Clinical tests were conducted to evaluate the impact of Naturein™ Wheat Peptides on wet and dry hair.
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The results showed that 3% of the wheat peptides extract significantly improved (+20%) detangling on wet hair (versus +15% with 0.3% cationic guar).
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It significantly improves (+22%) combing and smoothness of dry hair (versus 5% with 0.3% cationic guar).
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80% consumers think that their hair does feel good (versus 40% placebo).
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70% think that their hair is easier to untangle (versus 45% placebo).
Givaudan will be present at booth H30 during in-cosmetics Latin America in Sấo Paulo from September 18-19 and customers will have the opportunity to discover Naturein™ Wheat Peptides.
Source: Givaudan Active Beauty