Dow Corning Is Testing the Limits on Textures

Boomers, Gen Xers, even the Sandwich Generation—regardless their age, today’s consumers expect sensory experiences from all of their personal grooming products. Dow Corning executives maintain that their company is uniquely positioned to provide their customers exactly what consumers crave.

“For skin care and hair care formulations in 2015 we will offer innovations that provide unique textures and sensory aesthetics to give consumers a unique experience,” explained Verna Talcott, North American skin care market leader for beauty care at Dow Corning. “And they want customized products that seem to be designed just for them.”

Formulators certainly understand the value of sensory aesthetics. Last Spring, Dow Corning’s CE-1874 Microemulsion won the Torch of Technology Showcase Award at the New York Chapter of the Society of Cosmetic Chemists’ Suppliers’ Day 2014. The material repairs hair and imparts protection benefits to shampoos without compromising hair volume. More recently, in October, Dow Corning’s ES-5600 silicone glycerol emulsifier won the Sepawa Innovation Award. The water-in-oil emulsifier enables formulators to achieve exceptional performance in PEG-free systems.

Most recently, at the Society of Cosmetic Chemists’ Scientific Meeting and Technology Showcase, Dow Corning unveiled CB-3046 Fluid, which provides frizz control for water-based hair care formulas. It is said to be ideal for dual-phase sprays as well as anhydrous serums.

“The North American hair care category is very exciting,” enthused Feifei Lin, global hair care market leader for beauty care, Dow Corning. “Trends in skin care are moving into hair care.”

She noted, for example, that demand for volume and frizz control would continue to expand as will the search for unique hair care textures. To that end, Dow Corning provides prototype formulas such as Frizz Taming Taffy and other aesthetically-unique formulas.

“Consumers are so attached to their mobile devices these days that they always want to be stimulated. They expect the same thing from their hair and skin care products,” noted Lin. “We have prototype formulas that deliver shine, hair repair and volumizing effects and we can do it without letting the cost get out of line.”