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Dow to Introduce Textured Hair Solutions Program & Formulations at NYSCC Suppliers’ Day

Published on 2017-04-27. Author : SpecialChem

MIDLAND, Mich. -- 60 percent of the global population has textured hair and an increasing amount of that group is joining the “natural hair movement” to embrace their texture. Dow understands that this movement brings unique hair care concerns, priorities, and purchasing habits.

Dow to Introduce Textured Hair Solutions Program & Formulations at NYSCC Suppliers’ Day
Dow to Introduce Textured Hair Solutions Program
& Formulations at NYSCC Suppliers’ Day

At New York Society of Cosmetic Chemists (NYSCC) Suppliers’ Day in New York May 2-3, Dow will showcase a new textured hair solutions program, featuring five formulations designed to help address these unique consumer challenges.

Organic & Silicone Ingredients for Hair Care

To tap in to the extraordinary market potential for hair care formulators and brand owners, Dow developed this collection of formulations which feature organic and silicone ingredients. This further highlights the impact of its newly combined capabilities and portfolios with Dow and Dow Corning.

Each of the five prototypes is expertly formulated to combat common textured hair issues to help consumers hydrate, soften and control their hair while embracing its natural shape. Application testing of five formulations in the textured hair program produced better results than controls and commercial benchmarks.

North America market leader, Dow Home & Personal Care, Verna Talcott said:

“Through a review of current consumer market research we found that even consumers who have a ‘holy grail’ product are willing to try new products and seek something better. There is an unmet consumer need and we have solutions that enable our customers to deliver products that solve the unique needs of textured hair consumers.”

From Hair to Skin and Sun Care

The business will also highlight its new Dow Corning® ES-5373 Formulation Aid, a silicone emulsifier designed for the preparation of oil-in-water and silicone-in-water emulsions to create a wide range of skin care products such as lotions, sun care, foundations and make-up removers.
Dow LabSense™ Collaboration Platform
Dow LabSense™ Collaboration Platform

As well as its latest elastomer Dow Corning® 9576 Smooth Away Elastomer that delivers soft focus and optical appearance benefits helping consumers achieve the flawless, selfie-ready look they desire.

Dow LabSense™ Collaboration Platform

Beauty and personal care trends are constantly evolving. By the time a brand develops a product based on the latest trend, a new trend may have already emerged. Dow understands that while meeting today’s consumer desires is important, staying ahead of tomorrow’s trends is what drives success.

LabSense™ collaboration platform, Dow’s collaboration model, gives brand owners access to plug-and-play product concepts reflecting regional consumer trends along with differentiation opportunities, expert insights, formulation testing, analytics and tutorials on how to best formulate with Dow solutions.

Global Strategic Marketing Director for skin and sun care, Dow Home & Personal Care, Stephanie Sandrock-Beunat said:

“LabSense™ [collaboration platform] gives brand owners fast access to Dow’s premium ingredients and expertise, and it also allows them access to finished product concepts and demonstrations. It gives brands the competitive edge to accelerate their innovations and bring their products to market faster and more efficiently.”

The integration of Dow Corning silicone solutions into Dow has broadened the portfolio, opening the door to new applications and possibilities of award-winning technologies.

Sandrock-Beunat said:

“Dow Corning’s market-leading silicone expertise coupled with Dow Home and Personal Care Solutions’ existing market knowledge and solutions portfolio means brand owners have more access to the products and solutions they need to create high-quality, multifunctional products that meet today’s trends.”

About Dow Home and Personal Care

Dow offers unique innovations that empower brand owners around the world to create products with exceptional performance and exciting new benefits consumers can see and feel. Its expansive portfolio serves a wide range of applications across home and personal care markets from skin and hair care to fabric care and beyond. Its novel solutions help enable products that are unique and memorable, and meet the growing demands of today’s consumers. With business centers, research and development (R&D), manufacturing plants and customer applications centers around the globe, Dow has the expertise and foundation to foster global and local innovations.

About Dow

Dow combines the power of science and technology to passionately innovate what is essential to human progress. The Company is driving innovations that extract value from material, polymer, chemical and biological science to help address many of the world's most challenging problems, such as the need for fresh food, safer and more sustainable transportation, clean water, energy efficiency, more durable infrastructure, and increasing agricultural productivity.

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Source: Dow Home & Personal Care
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