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in-cosmetics 2019: Dow Unveils TrendsLab 2019 for Inspirations to “Engage & Embrace”, Launches Hair Health Program Focused on Urban Lifestyles

At this year’s in-cosmetics in Paris, April 2-4, Dow presents a full suite of formulation concepts on hair health and the latest edition of its thought-leading TrendsLab program at booth K80. At the show Dow is also introducing DOWSIL™ 3903 Liquid Satin Blend, complementing an innovation lineup of ingredients with unique benefits and sensorial differentials.

Formulation focus: hair care for urban environments
Hair health solutions are on the rise with a fast-growing urban consumer base around the globe. Building on extensive in-house R&D, Dow is presenting effective solutions that mitigate the negative impacts of pollution on hair health and aesthetics.

“We set out to develop new formulations that tackle urban pollution damage with science and innovation,” said Sandro Sato, Regional Marketing Manager Personal Care. The well-founded formulation guides cover solutions for treating hair exposed to pollutants while also delivering conditioning benefits.

TrendsLab 2019: “Engage & Embrace”
This year’s TrendsLab features a collection of ready to use formulations aligned to the latest global beauty trends, developed by Dow’s personal care experts around the globe. “TrendsLab offers brand strategists and formulation specialists a timely overview of emerging or otherwise noteworthy patterns in consumer preference,” commented Fabienne Bizeray, Dow’s Global Strategic Marketing manager Skin & Sun Care. “Beyond being a rich trove of innovative formulation ideas, TrendsLab creates tremendous ‘value by inspiration’ whenever our experts collaborate with developers and marketers to add value to consumer life.”

With a particular focus on skin and hair care, TrendsLab 2019 comprises four themes:

  • Glamorous: Thinking beyond sunglasses and other accessories, what embodies and expresses glamor in cosmetics and body care? Dow’s formulations satisfy the desire for the exceptional, glamorous, assertive femininity.
  • Inclusive Beauty: In diversity lies beauty. Embracing all facets offered by the expression and discovery of beauty, Dow has created a collection of formulations that celebrate diversity.
  • Care: People crave experiences full of meaning, rich sensations, and deep connections to the environment. These responsible formulations from Dow help brands and consumers make a positive difference for people and planet.
  • Customization: Celebrating individuality with precisely tailored beauty is a challenge. Inspiring formulations from Dow let brands rise to the challenge and promise the luxury of having something made ‘just for us’. An interactive app included in the TrendsLab kit showcases effective approaches to enable customization in personal care.

DOWSIL™ 3903 Liquid Satin Blend: differentiate through sensory and texture
Neuroscientific research shows that sensory and textural qualities are playing an increasingly decisive role in consumers’ purchasing choices. Sensory and texture can be important triggers of repeat purchases, contribute to brand loyalty, and even become ‘signature’ qualities of product lines.

The newly launched DOWSIL™ 3903 Liquid Satin Blend is an easy to formulate highly efficient sensory enhancer. It displays a unique rheology and playful stringiness with a smooth, silky-light in-use experience. By delivering exceptional lubricity and a satin feel that is unique and clearly discernible, it allows formulators to differentiate their products from competitors formulated with conventional additives that can only provide ‘well-known’ sensory and texture.

To learn more about Dow Home and Personal Care’s formulation guides and ingredient solutions for personal care products, visit consumer.dow.com/personalcare and follow @DowHomePersonal.

About Dow Home and Personal Care Solutions
The Dow Home and Personal Care business (part of the Dow Consumer Solutions Portfolio) 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. Our expansive portfolio serves a wide range of applications across home and personal care markets from skin and hair care to fabric care and beyond. Our novel solutions help enable products that are unique and memorable, and meet the growing demands of today’s consumers. We continue to bring forward innovative technologies and formulation solutions that differentiate our customers’ products, enhance the consumer experience and sustain the environment. 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. Please visit consumer.dow.com for more information.

About Dow
Dow combines science and technology knowledge to develop premier materials science solutions that are essential to human progress. Dow has one of the strongest and broadest toolkits in the industry, with robust technology, asset integration, scale and competitive capabilities that enable it to address complex global issues. Dow’s market-driven, industry-leading portfolio of advanced materials, industrial intermediates, and plastics businesses deliver a broad range of differentiated technology-based products and solutions for customers in high-growth markets such as packaging, infrastructure, and consumer care. Dow is a subsidiary of DowDuPont (NYSE: DWDP), a holding company comprised of Dow and DuPont with the intent to form three strong, independent, publicly traded companies in agriculture, materials science and specialty sectors. More information can be found at dow.com.

For further information, please contact:

Liv Schneider-Affeld
Dow Home and Personal Care
+34 681283765

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