Transforming Textures for Hair Care
Transforming Textures: New, Innovative Hair Care Formulations That Respond to an Intersection of Global Emerging Trends
In today’s global hair care segment, hair care products are so much more than cleansing and conditioning – consumers want an experience. Product concepts seen in facial skin care applications are being actively applied to the hair care sector. Consumers want products that include milder, more natural ingredients that are sourced responsibly, and they are willing to invest in hair care technologies that meet their needs for a broad range of hair types. Consumers also are inspired by Korean beauty trends, which appeal to their thirst for novelty and playful products.
Introducing Transforming Textures
To help formulators launch new hair care products that consumers will love, Dow has created a series of new hair care formulations that respond to an intersection of global emerging trends: green beauty, multicultural beauty, and product concepts normally seen in skin care applications.
These trends intersect in innovative formulations that are “transforming textures” – providing an exciting sensorial experience for consumers. And combined with Dow’s world-class technical and testing capabilities, these conscientious, connected and unique formulations that create a sensorial hair care experience – beyond performance – for the consumer.
Transforming Textures Formulations Can Offer the Following Benefits:
- Sebum absorption
- Curl retention & definition
- Wet/dry combing
- Soft-touch styling
- Customizable conditioning
- Frizz control