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2016.04.01
Dow Corning Highlights Latest Beauty Care Formulation Concepts Reflecting Emerging Consumer trends at in-cosmetics 2016


Dow Corning, a global leader in silicones , silicone-based technology and innovation, is launching here today at in-cosmetics (stand C80), Trends Lab 2016, the company's new portfolio of innovative formulation concepts that anticipate up and coming consumer preferences in skin care and hair care. Titled "Be Brave, Be Happy" this most recent edition of Trends Lab focuses on the importance of wellbeing and having fun. Dow Corning is also showcasing formulation kits featuring the latest developments in silicone film formers for skincare as well as heat protection and fast drying solutions for hair care. The company's fourth edition of Trends Lab and the introduction of these new concepts underscore Dow Corning’s commitment to provide valuable insights and intensive research through formulation activities to the industry.

"Trends Lab is continuing to evolve as a program, it is a unique approach looking at future trends from a consumer stand point and combines practical formulation guidance from our application and technical experts" said Marie Elliott, European Market Leader, Skin Care at Dow Corning. "Our Trends Lab maps the yearly progression of consumer lifestyles influences from 'Urban Beauty' in 2013, 'Life without Boundaries' in 2014 and 'You are Unique' in 2015. We are delighted to provide these resources to help formulators and brand owners more effectively meet the needs and desires of end customers."

"Consumer hair care trends this year speak to people's needs for protecting and preventing hair damage whether its via different hair conditioning at different times of year or reducing the amount of heat required for styling" said Sylvain Masse, European Marketing Leader, Hair Care at Dow Corning. "Dow Corning leverages its local knowledge and experiences gained across the globe and shares this knowledge to enable customers and the consumer to benefit."

Top Trends for 2016
Dow Corning is presenting nine formulation concepts for skin care and hair care that address four important trends, identified and defined by the company as:

  • Healthy – reflecting the global trend indicating health is the base of beauty Formulations supporting this trend includes OO One Oil, which is a very light weight oil that can be used on hair and skin to provide nourishment and reduce frizz. This truly multifunctional, dual application oil has the ability to be tailored for the individual needs and seasonal changes. Fun'n'Sun is also lightweight, but a sprayable SPF lotion, designed for daily use. It features Dow Corning® FA 4002 ID Silicone Acrylate which provides a SPF boosting almost invisible protection.

  • Guilt-Free – This is looking at the change and evolving demographics of society and highlights the fact that the ageing process associated with skin and hair changes is more and more embraced.

    For this trend, Dow Corning offers Love your Grey, a hair yogurt featuring Dow Corning® CE-8411 Smooth Plus Emulsion. This leave-in conditioner helps improving hair suppleness and provides moisturisation especially for grey hair. No Shame Night Mask is a luxury facial mask to provide moisturization and an immediate feel of nourishment.

  • Unconventional – showcasing consumer demands for traditional products but modernised, more up to date, perhaps with a twist!

    Why not? is a black moisturiser cream with a contradiction…it can lighten skin. Containing in-cosmetics functional ingredient award winning Dow Corning® 3901 Liquid Satin Blend, this is a visually and sensory surprising formulation. A unique approach to eye shadow is presented by I-ccentric, which is not only ultra shiny, it applies really easily and doesn't flake or rub off. This formulation features a new flexible film former Dow Corning® FC-5002 IDD Resin Gum.

  • Experimental – The final trend is all about having fun, giving something a go...if you don’t like it …you can change it!

    Dow Corning exhibits three formulations against this trend. The first is Lightstrober a highlighter for facial skin, adding a lasting light shimmery touch, containing our latest product launch Dow Corning® FA 4003 DM Silicone Acrylate. Eau de Champagne, is a two part facial treatment that you can do at home with a bowl of water. And finally Let's Ploppp is a leave-in conditioner which encourages natural curl while you sleep, this features Dow Corning® CE-7081 Smart Style.

Taking Silicone Film Formers Beyond Long Lasting Properties
Dow Corning's new film former Dow Corning® FA 4003 DM Silicone Acrylate is taking centre position in the Dow Corning Silicone film former range. Dow Corning have been working extensively on broadening this field of expertise and will by the end of 2016 have 6 new products launched within this category, providing choice and knowledge in this multifunctional ingredient spac

Dow Corning® FA 4003 DM Silicone Acrylate doesn't only come with the long lasting properties expected from silicones, it also has improved flexibility and comfort, in formulation whereby it would be possible to formulate a "one application" product for skin or sun care.

Turn up the heat, turn down the damage with ProtecTRESS
When it comes to hair styling, too often consumers feel like they have to make a compromise between perfect styling and hair health. Perfect styling can be achieved through the use of heat styling devices that can also damage the hair. To avoid damage, some customers are ready to go heat-free, knowing the styling result will never be as smooth and defined as with a styling tool. Thanks to Dow Corning ProtecTRESS solutions, you do not have to make that compromise anymore. Using new testing methods, closer to consumer hair regimen, Dow Corning silicones have been proven to preserve hair resistance to breakage after application of heat (up to 98% improvement) while also enabling your hair to be styled up to 50% faster.

Speed up hair drying time with FastTrack to Dry
Today's consumers increasingly demand high efficiency and convenience to provide them relief in this fast paced, hectic world. Consumers want it all: they want to look good, feel good and have immediate results. Among time saving beauty care products, fast hair drying is a need in the market. Less blow drying also equates to less heat damage.

Into Dow Corning FastTrack to Dry programme, fast drying has been demonstrated with different types of silicones, on several hair types, in rinse-off and leave-in conditioner applications, using consumer relevant and quantifiable testing capabilities. Up to 30% faster drying has been achieved with silicone containing conditioners, which can save precious minutes of consumers’ hair drying routines.

All of these offerings are on display at Dow Corning's stand C80 and product experts are available to discuss how customers can use these to stay ahead of consumer demands.

About Dow Corning
Dow Corning (dowcorning.com) provides performance-enhancing solutions to serve the diverse needs of more than 25,000 customers worldwide. A global leader in silicones, silicon-based technology and innovation, Dow Corning offers more than 7,000 products and services via the company’s Dow Corning® and XIAMETER® brands. Dow Corning is equally owned by The Dow Chemical Company and Corning, Incorporated. More than half of Dow Corning’s annual sales are outside the United States. Dow Corning’s global operations adhere to the American Chemistry Council’s Responsible Care® initiative, a stringent set of standards designed to advance the safe and secure management of chemical products and processes.

About Beauty and Personal Care
Dow Corning's specialty silicone solutions  help customers bring beauty to life in new and exciting ways by enabling the development of products that are unique and memorable, with an impact consumers can see and feel. Recent innovations range from a unique silicone branched polymer, Dow Corning® 3901 Liquid Satin Blend, that won gold at last year's in-cosmetics Functional Ingredient Award and was developed to meet the needs of modern consumers seeking new textures and experiences with products such as color cosmetics and BB, eye creams and men's after shaving balm - to Dow Corning® ES-5600 Silicone Glycol Emulsifier that won the 2014 SEPAWA award and was developed for multifunctional products such as BB, CC creams and high SPF foundations.

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