“Brazilian women frequently repeat chemical procedures, such as coloring and straightening, damaging their hair and creating a more pronounced frizz effect. Having a product that is able to act on this type of hair ensures its performance for other hair types,” explains Celina Junqueira Issa, marketing manager for the HPC segment.
In addition to chemical factors, physical and environmental agents such as high temperatures produced by dryers and styling irons, excessive straightening, pollution and exposure to the sun also predispose hair to frizz. Beyond controlling this unwanted effect, Oxisense S 0440 helps to mitigate daily damage to hair, leaving the hair softer and smoother.
Oxisense S 0440 was developed in Brazil over a two-year period and is backed by external analysis carried out by specialized institutes. The most challenging aspect of the research undertaken in this period was to achieve a balanced molecule that would be effective in different shampoo and conditioner formulations available in the market. One of the great strengths of this conditioning agent is that it reduces or even eliminates the use of silicone — which tends to leave hair heavier and oily — in most toiletry and hair care products, without affecting their performance.
“This possibility of formula optimization is in line with the clean label trend, clearer labeling with fewer ingredients. It can even lead to a cost reduction in raw materials and inventory,” said Issa.
Oxiteno team will be available in booth #1257 during the NYSCC event to provide visitors with detailed information about the new properties of Oxisense S 0440 and two other ingredients: Oxismooth and Oxiflow S 6800.
More info: Celina Junqueira Issa, www.oxiteno.com