National Starch Personal Care unveiled a comprehensive formulating initiative aimed at supporting the commercialization of consumer hair care products that address volumization. The initiative, known as The Art of Volume, is based on consumer research conducted by National Starch into the types of products consumers typically use to create volume. It features formulated prototypes that cover a full range of hair care products that incorporate National Starch ingredients.
The prototypes in The Art of Volume include shampoo, conditioner and both a gel and a mousse for styling. In laboratory trials, each of these prototypes was shown to enhance volume and performed well against existing products on the market. More info: www.personal