Heading towards a hair care revolution!
What can we look forward to from Clariant at in-cosmetics Global 2018?
We’re really excited about inspiring beauty formulators with our launch of a new range of hair conditioning ingredients that offer novel solutions for dry and damaged hair. Consumer market research and a new scientific approach yields the potential to revolutionize the global hair care market. At the booth, visitors will have the chance to feel the difference by experiencing new hair conditioning formulations.
Why is dry and damaged hair in focus?
Market research showed us that more than 50% of consumers globally consider their hair damaged, dry, or limp and lifeless. Together with the market research agency (Kantar TNS) we analyzed consumers from key countries globally, and concluded that there are clearly differentiated segments of dry and damaged hair. Three main consumer needs segments include heavily damaged hair due to chemical treatments, naturally dry hair due to everyday elements, and thin, limp and lifeless hair, either due to stressful lifestyle, or genetics, or ageing.
What is Clariant proposing to this end?
To better target those consumer problems, we have developed three new hair conditioning ingredients with very specific performance profiles. They are truly a new generation of conditioning ingredients, allowing for premium performance in the consumer needs segments for very damaged, dry and lifeless hair. Consumers today are looking for customized hair and beauty products. And these conditioners are the answer, making it possible to create a new product range adapted to individual needs of the consumer.
What exactly are the specific strengths?
Besides excellent conditioning and detangling, for the first time in hair care history, the specialized solutions overcome conventional quats limitation to allow the development of individualized products for the three segments of dry and damaged hair. They offer fresh solutions to the stresses hair faces on a daily basis and at the same time they also take into account the increasing preference at the consumer level for more environmentally-acceptable ingredients. We are looking forward to sharing the benefits of the new technologies, their mode of action and proof of performance related to hair revitalizing, repair and moisturization.
Apart of those benefits, what can the conditioners offer to formulators?
The conditioning ingredients open new possibilities in the formulation landscape. They can be used to generate new hair care formats which, until now, have been very restricted, if not unavailable. For example, we will present a fully natural conditioner matching the performance of traditional products. Specifically for consumers who need conditioning but do not want to lose the hair volume, we created solid conditioner bars. In addition, a strong repairing transparent conditioner made via a cold process will be showcased. All those formulations will be shown at our booth.