Dow Corning is featuring here at in-cosmetics 2014 an exciting line-up of sophisticated formulation concepts and advanced silicone ingredients for hair care products to help customers stay ahead of the latest global trends. In hall A4, stand D10, the company is spotlighting new Dow Corning® CE-1874 Microemulsion, which provides exceptional hair repair and protection benefits to shampoos without compromising hair volume. The company is also unveiling the newest edition of its Trends Lab. Titled “Life without Boundaries”, this inspiring collection of new silicone-based formulation concepts highlights major trends that will drive tomorrow’s consumer demand for benefits-rich hair care products.
“Consumer hair care trends continue to accelerate as generations, genders and cultures across the globe borrow from each other and take inspiration from the latest regional and industry-wide technologies on the market,” said Sylvain Massé, regional Hair Care market leader Western Europe, Dow Corning. “Dow Corning is committed to providing our hair care customers with the market insights and silicone technologies they need to address these evolving trends. Our deep industry knowledge and formulation expertise allows us to give our customers an array of advanced silicone solutions to help them differentiate their products for a strong competitive edge.”
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The Dow Corning CE-1874 Microemulsion is a recently introduced silicone material that addresses consumer demand for youthful, fuller hair. It provides hair repair and color protection benefits to shampoos without sacrificing hair volume. This clear, water-dispersible silicone polyether microemulsion can be used in standard, sulfate-free and clear shampoos to help increase the fullness of thin, tired-looking hair; repair dull, dry hair; and protect and maintain the color of color-treated hair.
Dow Corning’s newest Trends Lab showcases the latest updates to the company’s Trends Lab program that was introduced at in-cosmetics 2013. The new “Life without Boundaries” collection illustrates innovative formulations for tomorrow’s trendsetters. Concepts designed for globally connected consumers break down the barriers of distance and time creating a fusion of ages, genders, cultures and beauty demands.
The program tackles four important trends identified and defined by Dow Corning helping customers to address the new limitless possibilities in hair care:
– Crossover – Reflects the interplay of styles across generations, genders and geographies
– Gen Z – Expresses individualism and experimentation
– Virtual Reality – Showcases the possibilities to create experiences and styles influenced by trends such as 3D printing technology and holographic effects
– Great Expectations – Reflects the shift from owning material possessions to seeking unique and unforgettable experiences in nature and being inspired by the amazing offerings the world provides
Dow Corning has developed a range of solutions to help customers get ahead of these trends with a formulation kit that illustrates new ideas for creating beauty care products using silicone materials. For example, to address the Virtual Reality trend, Dow Corning is showcasing Air Oil, a novel, super-lightweight, non-greasy foaming hair oil that boosts shine, tames frizz and provides a unique airy sensation for customers. Consumers falling under the Gen Z trend can benefit from Dow Corning’s #chalkitup hair color. This high-performance hair chalk provides intense, vibrant colors that are easily washed out. It is the perfect replacement for hair mascaras which can be greasy and clause clumps in the hair.
These exciting new formulation concepts and Dow Corning’s growing portfolio of innovative silicone technologies are on display here at in-cosmetics 2014 held from April 1 to 3.