Ashland’s consumer research within the men’s grooming market suggests that more than ever, men desire a comprehensive regimen to maintain a healthy look and great hygiene, but few want to add the extra time it often takes to look and feel terrific. Responding to consumer in-put, Ashland recently unveiled Groom ‘n’ Go, a kit for men that want the luxury of a comprehensive morning personal care regimen in 30 minutes or less. A series of starter formulations packaged in a convenient travel bag showcases multifunction, easy-to-use products that support a dynamic personal care regimen in a minimum of time.
“Stylish men are busy men, and we appreciate their need for products that go on easily, that help them feel fresh and confident and that perform as intended over a long day,” said David Popplewell, global marketing manager, Ashland Specialty Ingredients. “In developing the Groom ‘n’ Go kit, we address all of these needs in proven formulations optimized for convenience. Examining a number of consumer insights, formulation systems and ingredient technologies, we created formulation concepts that perfectly meet the needs of today’s time-sensitive, fashion-forward men.”
Formulated with a range of Ashland’s conditioning polymers, styling polymers and specialty ingredients, products in the kit address common personal care requirements, such as leaving the scalp feeling clean and light, skin feeling refreshed and moisturized and hair managed and conditioned. All six formulations are developed to maximize convenience for consumers and to support skin and hair care benefits with minimal effort.
Included among the key formulation ingredients is N-Hance 4572 polymer, a high charge density, high molecular weight polymer system with better wet-comb and oil-deposition performance than today’s commercially available conditioning polymers. When compared with traditional cationic guar, the new offering is said to significantly improve the distribution and total deposition of silicone and natural oils such as jojoba oil and meadowfoam across hair strands.
For more information about the kit, contact David Popplewell at DPopplewell@ashland.com