Bethany K. Johnson, Dow Corning global hair care technology leader, will present the poster, “Evaluating the consumer perception of moisturization for ethnic hair types”at the TRI/Princeton conference, “Variations of Hair and Skin: Ethnicity, Age & Health,” Nov. 1-3, at the Doubletree Hotel Princeton in Princeton, NJ.

Ms. Johnson will share results of a study on how two groups of Brazilian consumers – those with hair that ranges from straight to wavy, and those with hair that shows varying degrees of curls or kinks – define and perceive hair moisturization. Commercial leave-in combing creams with moisturization claims were used to evaluate the two hair types.

In general, consumers in both groups link the concept and perception of hair moisturization with sensory attributes after application, such as smoothness and slipperiness, and with visual characteristics such as volume reduction and shine. However, the curly or kinky hair group also considered product appearance, such as opacity and lower viscosity, which are likely related to the application of the product on hair.

“With this knowledge in hand, formulators can design and optimize differentiated hair moisturization products that more closely meet the needs of specific population groups and hair types,” said Ms. Johnson.

Ms. Johnson joined Dow Corning in 1998. She holds a Bachelor of Science degree in chemistry from Alma College and a Master of Science degree in polymer chemistry from Central Michigan University. She has expertise in formulating, application testing, and developing new test method capabilities for hair care applications.