Authentically You Textured-Hair Solutions Dow.com
What Is Textured Hair? Hair with some kind of curl pattern Hair with varying degrees of shape: - S-shape - Spring-like coils - Kinking into a Z-shape An umbrella description of hair that may be further categorized as coily, curly, wavy or kinky 2
Textured Hair Types Anti-frizz a key concern Consumers are five times more likely to spend if spoken to by texture type Needs vary based on different textured hair types The market opportunity is large: 60% of the global population has curls, coils or waves Changing demographics, more multicultural consumers Increasing trends of consumers embracing their natural textured hair More tailored solutions based on textured hair type Textured-hair women, in particular, seek products that are more solutions-based Moisture a key concern 3
Common Issues Lack of moisture Hair breakage Dry and itchy scalp Lack of curl definition Difficult to comb Frizz Split ends Unruly hair 4
Textured Hair Care Stats Spend ~$82 more every 3 months than straight-hair consumers on hair care products* Textured-hair consumers 43% shop at 4 or more stores for their hair care products 60% use 4 or more hair care products each month 91% keep looking for products, even if they ve found their Holy Grail product 77% cocktail several products on a regular basis *Of consumers spending $40/month (on average) on hair care products 5
What s Happening in the Market? 400 350 300 250 200 150 100 50 0 Curl Products Based on Category 2012 2013 2014 2015 2016 Hair Styling Hair Treatments Conditioner 500 450 400 350 300 250 200 150 100 50 0 Curl Care Products and Their Claims 2012 2013 2014 2015 2016 *Conditioners, Hair Treatments, Hair Styling Botanical/Herbal Moisturising / Hydrating Brightening / Illuminating* Long-Lasting* Ethical - Animal Paraben Free Leave-In Vitamin/Mineral Fortified Damaged Hair Time/Speed 500 Textured Hair Care Products by Product Category 60 Textured Hair Care Products and Their Claims Botanical/Herbal Moisturising / Hydrating 400 50 Ethical - Animal 300 200 100 Hair Styling Hair Treatments Conditioner 40 30 20 Paraben Free Brightening / Illuminating* Sulphate/Sulfate Free Organic 0 2012 2013 2014 2015 2016 10 0 2012 2013 2014 2015 2016 *Conditioners, Hair Treatments, Hair Styling Ethical - Environmentally Friendly Product Time/Speed Damaged Hair 6
What Textured-Hair Consumers Want Products tailored for their hair type Hydrated and moisturized hair Hair that feels soft Improved curl definition Frizz control Manageable hair 7
Textured Hair Solutions Kit 8
Frizz-Conquering Hair Oil Frizz-Conquering Hair Oil Anhydrous Serum A frizz-control serum with meadowfoam seed oil that brings a unique texture and silky feel to hair. Key Features: frizz control, shine, reduced friction Hair Type Recommendation: frizzy, unruly hair Featured Products: Dow Corning 3901 Liquid Satin Blend: unique rheology, reduced friction, smoothness, slipperiness, flexibility, shine, curl retention and definition, frizz control, ease of styling, heat protection Dow Corning CB-3046 Fluid: long-lasting frizz control, maintains style, curl definition, shine, heat protection, natural look and feel Dow Corning 9041 Silicone Elastomer Blend: silky, smooth feel, thickening XIAMETER PMX-1502 Fluid: shine, frizz control, heat protection, slipperiness 9
Frizz-Conquering Hair Oil (CPF 2420) Anhydrous serum unique rheology, frizz control, shine, reduced friction Frizz-Conquering Hair Oil INCI Name Trade Name/Supplier Weight % Dimethicone (and) Dimethicone Vinyl/Dimethicone Crosspolymer Dow Corning 3901 Liquid Satin Blend 1 Dimethicone XIAMETER PMX-200 Silicone Fluid, 1.5 CST 15.6 C11-13 Isoparaffin (and) Dimethiconol (and) Isohexadecane (and) Dimethione XIAMETER PMX-1502 Fluid 68 Dimethicone (and) Dimethicone Crosspolymer Dow Corning 9041 Silicone Elastomer Blend 5 Dimethicone (and) Phenyl Trimethicone (and) Trimethylsiloxysilicate (and) Dimethiconol Dow Corning CB-3046 Fluid 10 Limnanthes Alba (Meadowfoam) Seed Oil Meadowfoam Seed Oil/Charkit Chemical Corp. 0.2 Fragrance Cocoa Butter Cashmere/Bramble Berry Inc. 0.2 10
Frizz Control Frizz-Conquering Hair Oil Untreated Control Hair Oil Benchmark Treatment: 0.1 g / g hair on frizzy hair Test conditions: 80% relative humidity/25 C for 5 hours Control: formulation without CB-3046 Fluid, 3901 Liquid Satin Blend and 9041 Silicone Elastomer Blend Better frizz control compared to untreated, control and benchmark 11
Average Panelist Score Average Luster Shine Frizz-Conquering Hair Oil 8 6 4 2 0 Control Sensory Panel Frizz-Conquering Hair Oil Benchmark** 20 16 12 8 4 0 Image Analysis Untreated*** Control** Frizz-Conquering Hair Oil Benchmark*** Statistically different from Frizz Conquering Hair Oil: *>95%, **>99%, ***>99.9% Treatment: 0.1 g / g on frizzy hair Sensory Panel: 16 panelists Control: formulation without CB-3046 Fluid, 3901 Liquid Satin Blend and 9041 Silicone Elastomer Blend Better shine compared to benchmark Statistically different from Frizz Conquering Hair Oil: *>95%, **>99%, ***>99.9% Treatment: 0.1 g / g hair on bleached Caucasian hair Measured using light-scattering image analysis (SAMBA Hair System) Better shine compared to untreated, control and benchmark 12
Coefficient of Friction Reduced Friction Perceived Softness Frizz-Conquering Hair Oil 1.6 1.4 1.2 1 0.8 0.6 0.4 0.2 0 Untreated*** Control Frizz-Conquering Hair Oil Benchmark with cuticle against cuticle Statistically different from Frizz-Conquering Hair Oil: *>95%, **>99%, ***>99.9% Treatment: 0.1 g / g hair on bleached Caucasian hair Measured using Diastron MTT175 miniature tensile tester Control: formulation without CB-3046 Fluid, 3901 Liquid Satin Blend and 9041 Silicone Elastomer Blend Reduced friction compared to untreated 13
Bring Back the Shine Ringing Pomade Bring Back the Shine Ringing Pomade Hair Gel A special blend of silicones, conditioning polymer and sweet almond oil that give your curls flexible hold and the definition of a just-styled look. Key Features: frizz control, shine, reduced friction, curl definition, curl retention and elasticity Hair Type Recommendation: curly, undefined hair Featured Products: Dow Corning 556 Cosmetic Grade Fluid: shine, manageability Dow Corning AP-8087 Fluid: shine, smoothness, reduced flyaway, heat protection, ease of heat styling UCARE TM JR-30M: enhanced wet/dry combing, smoothness, manageability, shine 14
Bring Back the Shine Ringing Pomade (CPF 2424) Hair Gel frizz control, shine, reduced friction, curl definition, curl retention and elasticity INCI Name Trade Name/Supplier Weight % Phase A Phenyl Trimethicone Dow Corning 556 Cosmetic Grade Fluid 3 Bis-Hydroxy/Methoxy Amodimethicone Dow Corning AP-8087 Fluid 2 Mineral Oil Drake Oil/Penreco 5 Isoceteth-20 Brij TM IC20-70/Croda Inc. 20 Oleth-2 Brij TM O2/Croda Inc. 5.5 Prunus Amygdalus Dulcis (Sweet Almond) Oil Sweet Almond Oil/Bramble Berry Inc. 0.5 Phase B Water 52.5 Polyquaternium-10 UCARE TM JR-30M/Dow Chemical 0.1 Disodium EDTA VERSENE TM Na 2 Crystals/Dow Chemical 0.1 Glycerin Fisher 4 Propylene Glycol PuraGuard Propylene Glycol USP/EP/ Dow Chemical 6 Panthenol D-Panthenol 50P/BASF Corporation 0.5 Phase C Bring Back the Shine Ringing Pomade Phenoxyethanol NEOLONE TM PH 100/Dow Chemical 0.5 Fragrance Summer Fling/Bramble Berry Inc. 0.3 15
Frizz Control, Curl Definition, Elasticity and Shine Bring Back the Shine Ringing Pomade Curl Definition*** Untreated Control Ringing Pomade Treatment: 0.1 g / g hair on Latino curly hair Test conditions: 80% relative humidity/25 C for 5 hours Control: formulation without UCARE JR-30M, 556 and AP-8087 Benchmark Better frizz control, curl definition, elasticity and shine compared to control and benchmark Shine** Benchmark Control Bring Back the Shine Ringing Pomade Statistically different from Bring Back the Shine Ringing Pomade: *>95%, **>99%, ***>99.9% Elasticity*** Treatment: 0.1 g / g on Latino curly hair Test conditions: 80% relative humidity/25 C for 5 hours Sensory Panel: 18 panelists 16
% Curl Retention Curl Retention and Definition Bring Back the Shine Ringing Pomade 100 80 60 40 20 0 0 1 2 3 4 5 Time (hours) Untreated Bring Back the Shine Ringing Pomade Untreated Ringing Pomade After 5 hours, 80% relative humidity Statistically different from Bring Back the Shine Ringing Pomade: *>95%, **>99%, ***>99.9% Treatment: 0.1 g / g hair virgin Caucasian hair Test conditions: 80% relative humidity/25 C for 5 hours Control: formulation without UCARE JR-30M, 556 and AP-8087 Better curl retention and definition compared to untreated 17
Average Luster Shine Bring Back the Shine Ringing Pomade 14 12 10 8 6 4 2 0 Untreated*** Control Bring Back the Shine Ringing Pomade Benchmark+ Statistically different from Bring Back the Shine Ringing Pomade: +>90%, *>95%, **>99%, ***>99.9% Treatment: 0.1 g / g hair on bleached Caucasian hair Measured using light-scattering image analysis (SAMBA Hair System) Control: formulation without UCARE JR-30M, 556 and AP-8087 Better shine compared to untreated and trend for better shine compared to benchmark 18
Coefficicient of Friction Reduced Friction Perceived Softness Bring Back the Shine Ringing Pomade 1.6 1.4 1.2 1.0 0.8 0.6 0.4 0.2 0.0 Untreated*** Control Bring Back the Shine Ringing Pomade with cuticle against cuticle Benchmark Statistically different from Bring Back the Shine Ringing Pomade: *>95%, **>99%, ***>99.9% Treatment: 0.1 g / g hair on bleached Caucasian hair Measured using Diastron MTT175 miniature tensile tester Control: formulation without UCARE JR-30M, 556 and AP-8087 Reduced friction compared to untreated 19
Smooth Restorer Smooth Restorer Hair Mask A bouncy textured conditioner that can be rinsed off or left on for a moisturized feel to tame frizzy hair Key Features: frizz control, reduced friction Hair Type Recommendation: frizzy, dry hair Featured Products: Dow Corning CE-8411 Smooth Plus Emulsion: reduced breakage, moisturized feel with increased smoothness, slipperiness and flexibility, heat protection, shine SoftCAT TM SX-1300X: improved manageability, volume control, smoothness POLYOX TM WSR N-60K: smoothness, silkiness, glide CELLOSIZE PCG-10: thickener, compatibility over wide ph range 20
Smooth Restorer (CPF 2425) Smooth Restorer Hair Mask frizz control, reduced friction INCI Name Trade Name/Supplier Weight % Phase A Cetyl Alcohol Crodacol C70/Croda 3 Stearyl Alcohol Crodacol S95/Croda 3 Behentrimonium Chloride Incroquat Behenyl TMC-85/Croda 1 Shea Butter Shea Butter/Ultra Refined/Biochemica 1 Phase B Water 82.6 Polyquaternium-67 SoftCAT TM SX-1300X/Dow Chemical 0.2 PEG-45M POLYOX TM WSR N-60K/Dow Chemical 0.05 Hydroxyethyl Cellulose CELLOSIZE PCG-10/Dow Chemical 1 Glycerin Fisher 5 Panthenol D-Panthenol 50P/BASF Corporation 0.2 Linseed Oil Flaxseed Oil/Morre-tec 0.2 Apricot Kernel Oil Cropure Apricot Kernel-LQ/Croda 0.2 Fragrance Tropical Vacation/Bramble Berry Inc. 0.3 Phenoxyethanol NEOLONE TM PH 100/Dow Chemical 0.5 Phase C Bis-Diisopropanolamino-PG-propyl Dimethicone/Bis-Isobutyl PEG-14 Copolymer (and) Polysorbate 20 (and) Butyloctanol Dow Corning CE-8411 Smooth Plus Emulsion 1.75 21
Frizz Control Smooth Restorer Untreated Control Smooth Restorer Benchmark Treatment: 0.1 g / g hair on frizzy hair, leave-in application Test conditions: 80% relative humidity/25 C for 5 hours Control: formulation without SoftCAT SX1300X, POLYOX WSR N-60K and CE-8411 Smooth Plus Emulsion Better frizz control compared to untreated 22
Coefficient of Friction Reduced Friction Perceived Softness Smooth Restorer 1.6 1.4 1.2 1 0.8 0.6 0.4 0.2 0 untreated***/*** control***/* Smooth Restorer benchmark***/** with cuticle against cuticle Statistically different from Smooth Restorer: *>95%, **>99%, ***>99.9% Treatment: 0.1 g / g hair on bleached Caucasian hair Measured using Diastron MTT175 miniature tensile tester Control: formulation without SoftCAT SX1300X, POLYOX WSR N-60K and CE-8411 Smooth Plus Emulsion Reduced friction compared to untreated and control 23
Seize the Day Water Wax Seize the Day Water Wax Hair Wax A water wax that adds shine and style when you need it most Key Features: frizz control, shine, reduced friction, curl retention Hair Type Recommendation: frizzy, unruly hair Featured Products: Dow Corning CB-3046 Fluid: long lasting frizz control, maintains style, curl definition, shine, heat protection, natural look and feel ACUDYNE TM 180: firm hold, no build-up, low tackiness 24
Seize the Day Water Wax (CPF 2423) Hair Wax Frizz control, shine, reduced friction, curl retention Seize the Day Water Wax INCI Name Trade Name/Supplier Weight % Phase A PEG-40 Hydrogenated Castor Oil Cremophor C0 40/BASF 10 PPG-5-Ceteth-20 Procetyl AWS-LQ/Croda 10 Steareth-21 Brij S721-PW/Croda 10 Propylene Glycol PuraGuard Propylene Glycol USP/EP/Dow Chemical 4 C12-15 Alkyl Benzoate Crodamol AB-LQ/Croda 3 Oleth-10 Phosphate Crodafos O10A-SS/Croda 2 Dimethicone (and) Phenyl Trimethicone (and) Trimethylsiloxysilicate (and) Dimethiconol Dow Corning CB-3046 Fluid 5 Triticum vulgare (Wheat) Germ Oil Wheat Germ Oil/Provital 0.2 Argania Spinosa Kernel Oil Argan Oil/Bramble Berry Inc. 0.2 Phase B Water 49.76 Amino Methyl Propanol AMP PC 2000/ANGUS Chemical Co. 0.14 Acrylates/Hydroxyesters Acrylates Copolymer ACUDYNE TM 180/Dow Chemical 2 Glycerin Fisher 2.5 Phenoxyethanol NEOLONE TM PH 100/Dow Chemical 0.5 Phase C Fragrance Energy/Bramble Berry Inc. 0.3 Calcium Titanium Borosilicate (and) Tin Oxide (and) Titanium Dioxide Glare Shimmering Blue /CQV 0.4 25
Frizz Control Seize the Day Water Wax Untreated Control Water Wax Benchmark Treatment: 0.1 g / g hair on frizzy hair Test conditions: 80% relative humidity/25 C for 5 hours Control: formulation without CB-3046 Fluid and ACUDYNE 180 Better frizz control compared to untreated 26
Average Luster Shine Seize the Day Water Wax 10 8 6 4 2 0 Untreated* Control Seize the Day Water Wax Benchmark* Statistically different from Seize the Day Water Wax: *>95%, **>99%, ***>99.9% Treatment: 0.1 g / g hair on bleached Caucasian hair Measured using light-scattering image analysis (SAMBA Hair System) Control: formulation without CB-3046 Fluid and ACUDYNE 180 Better shine compared to benchmark 27
Coefficient of Friction Reduced Friction Perceived Softness Seize the Day Water Wax 1.6 1.4 1.2 1 0.8 0.6 0.4 0.2 0 Untreated***/*** Control Sieze the Day Water Wax Benchmark-/* with cuticle against cuticle Statistically different from Seize the Day Water Wax: *>95%, **>99%, ***>99.9% Treatment: 0.1 g / g hair on bleached Caucasian hair Measured using Diastron MTT175 miniature tensile tester Control: formulation without CB-3046 Fluid and ACUDYNE 180 Reduced friction compared to untreated and benchmark 28
% Curl Retention Curl Retention and Definition Seize the Day Water Wax 100 80 60 40 20 0 0 1 2 3 4 5 Time (hours) Untreated Statistically different from Seize the Day Water Wax: *>95%, **>99%, ***>99.9% Treatment: 0.1 g / g hair virgin Caucasian hair Test conditions: 80% relative humidity/25 C for 5 hours Control: formulation without CB-3046 Fluid and ACUDYNE 180 Seize the Day Water Wax Untreated Water Wax After 5 hours, 80% relative humidity Better curl retention and definition compared to untreated 29
Own Your Curls Hair Custard Own Your Curls Hair Custard Hair Food A jelly-textured hair food infused with aloe, coconut water and sugar cane that provides a touchable hold Key Features: frizz control, flexibility, reduced friction Hair Type Recommendation: curly, undefined hair Featured Products: Dow Corning CE-7081 Smart Style: flexible hold, curl definition, curl memory, frizz control, smoothness, reduced breakage Dow Corning 2-2078 Fluid: long-lasting shine, straightening, heat protection ACULYN TM 88: rheology modifier, film former 30
Own Your Curls Hair Custard (CPF 2421) Own Your Curls Hair Custard Hair Food Frizz control, flexibility, reduced friction INCI Name Trade Name/Supplier Weight % Phase A Water 84.7 Acrylates/Steareth-20 Methacrylate Crosspolymer ACULYN TM 88/Dow Chemical 5 Phase B Aloe Vera Aloe Vera Phytogel/Bio-Botanica 0.5 Cocos Nucifera (Coconut) Water FSS Coconut Water PF/Formulator Sample Shop 2 Saccharum Officinarum (Sugar Cane) Extract FSS Sugar Cane Extract OS/Formulator Sample Shop 0.2 Silicone Quaternium-16/Glycidoxy Dimethicone Crosspolymer (and) Undeceth- 11 (and) Undeceth-5 Dow Corning CE-7081 Smart Style 5 Phenoxyethanol NEOLONE TM PH 100/Dow Chemical 0.3 Fragrance Coconut Citrus Sorbet/Bramble Berry Inc. 0.3 Phase C Aminopropyl Phenyl Trimethicone Dow Corning 2-2078 Fluid 1 Phase D Triethanolamine 1 31
Flexibility Own Your Curls Hair Custard Flexible Stiff Hair Custard Benchmark Treatment: 0.1 g / g hair on Latino curly hair Test conditions: 80% relative humidity/25 C for 5 hours More flexibility compared to benchmark 32
Frizz Control Own Your Curls Hair Custard Untreated Hair Custard Treatment: 0.1 g / g hair on Latino curly hair Test conditions: 80% relative humidity/25 C for 5 hours Control: formulation without CE-7081 Smart Style and 2-2078 Resin Better frizz control compared to untreated 33
Coefficient of Friction Reduced Friction Perceived Softness Own Your Curls Hair Custard 1.6 1.4 1.2 1 0.8 0.6 0.4 0.2 0 Untreated***/* Control**/* Own Your Curls Hair Custard Benchmark*/- with cuticle against cuticle Statistically different from Own Your Curls Hair Custard: *>95%, **>99%, ***>99.9% Treatment: 0.1 g / g hair on bleached Caucasian hair Measured using Diastron MTT175 miniature tensile tester Control: formulation without CE-7081 and 2-2078 Reduced friction compared to untreated, control and benchmark 34
Summary Table Formulation Texture of Formulation Targeted Hair Type Benefits Frizz-Conquering Hair Oil Thick oil Frizzy, unruly Frizz control, shine, reduced friction Bring Back the Shine Ringing Pomade Ringing gel Curly, undefined Frizz control, shine, reduced friction, curl definition, curl retention and elasticity Smooth Restorer Stretchy cream Frizzy, dry Frizz control, reduced friction Seize the Day Water Wax Soft wax Frizzy, unruly Frizz control, shine, reduced friction, curl retention Own Your Curls Hair Custard Jelly-like cream conditioner Curly, undefined Frizz control, flexibility, reduced friction 35
Appendix 36
Benchmark Ingredient Listing Hair Oil: Cyclopentasiloxane, imethiconol, Dimethicone Crosspolymer, Fragrance, Aminopropyl Phenyl Trimethicone, Alumina, Butylphenyl Methylpropional, Cinnamyl Alcohol, Citronellyl Hydroxycitronellal, Limonene, Titanium Dioxide Clear Pomade: Water, Mineral Oil, Oleth-20, Olerth-5, Glycerin, Glycereth-26, Dicaprylyl Maleate, Polysorbate 80, Acetylated Lanolin Alcohol, Benzophenone-4, Cetyl Acetate, DEA-Oleth-3 Phosphate, Diazolidinyl Urea, Methylchloroisothiazolinone, Methylisothiazolinone, Phenoxyethanol, Fragrance Hair Mask: Water, Glycerin, Dimethicone, Cyclomethicone, Cetyl Alcohol, Isopropyl Palmitate, Behentrimonium Chloride, Methyl Gluceth-20, Fragrance, Prunus Armeniaca (Apricot Kernel Oil), Hyrodrolyzed Collagen, Prunus Amygdalus Dulcis (Sweet Almond) Oil, keratin amino acids, betaglucan, linum usitatissimum (linseed) seed extract, ascorbic acid, Citric Acid, Sodium Chloride, Hydroxyethylcellulose, Diazolidinyl Urea, Methylparaben, Retinyl Palmitate, Tocopheryl Acetate, Hydroxycitronellal, Benzl Salicylate, Butylphenyl Methylproprional, Linalool, Citronellol, Hexyl Cinnamal, d-limonene 37
Benchmark Ingredient Listing Water Wax: Water, PEG-40 Hydrogenated Castor Oil, PPG-5-Ceteth-20, steareth-20, Propylene Glycol, Glycerin, Oleth-10 Phosphate, C12-15 Alkyl Benzoate, Octyldodecyl Neopentanoate, Phenoxyethanol, Fragrance, Sorbic Acid, Methylparaben, Potassium Hydroxide, Ethylparaben, Disodium EDTA, BHT, Limonene, Hexyl Cinnamal, Titanium Dioxide, Mica, Citronellol, Citric Acid, Citral, Hydroxypropyltrimonium Hydrolyzed Wheat Protein, Geraniol, Benzyl Alcohol, Linalool, CI 42090/Blue 1, CI 17200/Red 33 Curl Soufflé: Infusion of Agave Tequilana Leaf Extract and Sugar Cane Extract, Pectin, Vegetable Glycerin, Adansonia Digitata Pulp (Baobab) Extract, Cocos Nucifera (Coconut) Oil, Butyrspermium Parkii (Shea Butter), Panthenol (pro-vitamin B-5), Aloe Barbadenis Leaf Extract, Tocopherol (Vitamin E- Vegetable Oil Source), Linum Usitatissimum (Linseed/Flax) Seed Extract, Hibiscus Sabdariffa Extract, Potassium Sorbate, Proprietary Essential Oil Blend 38
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