Dow Corning Showcases Newest High-End Silicones and Formulation Concepts to Meet Latest Hair Care Trends at In-Cosmetics Asia 2014

          Dow Corning will feature, at In-Cosmetics Asia 2014, an exciting line-up of sophisticated formulation concepts and advanced silicone ingredients for hair care products to help customers in Asia stay ahead of the latest global trends. At booth C10, the company is spotlighting new Dow Corning® CE-1874 Microemulsion, which provides exceptional hair repair and protection benefits to shampoos without compromising hair volume. Dow Corning® CE-1874 Microemulsion is of many new formulations for the region that will be showcased through the “Trend Driven for Asia” program and “Life without Boundaries,” the newest edition of its Trends Lab program of silicone-based formulation concepts that help customers address emerging consumer beauty care preferences.
          “Consumer hair care trends continue to accelerate as generations, genders and cultures across the globe borrow from each other and take inspiration from the latest regional and industry-wide technologies on the market,” said Hiroshi Ogawa, Dow Corning’s Marketing Manager, Beauty Care Japan. “Dow Corning is committed to providing our hair care customers with the market insights and silicone technologies they need to address these evolving trends. Our deep industry knowledge and formulation expertise allows us to give our customers an array of advanced silicone solutions to help them differentiate their products for a strong competitive edge.”
          The Dow Corning CE-1874 Microemulsion is a recently introduced silicone material that addresses Asian consumers’ demand for youthful, fuller hair. Not only can it help address one of their biggest hair care issues – how to repair damaged hair, but it also provides hair repair and color protection benefits to shampoos without sacrificing hair volume. This clear, water-dispersible silicone polyether microemulsion can be used in standard, sulfate-free and clear shampoos to help increase the fullness of thin, tired-looking hair; repair dull, dry hair; and protect and maintain the color of color-treated hair. Suitable for use on many hair types, the product also has the ability to enhance hair shine and improve ease of combing.
          “In the past, shampoo formulators often felt that they had to compromise hair volume to achieve the benefits of repair and protection,” added Mr. Ogawa. “We designed the new Dow Corning® CE-1874 Microemulsion so that they no longer have to compromise. Now they can create shampoos that deliver more of the benefits consumers want.”
          In addition to shampoos, Dow Corning CE-1874 Microemulsion can be used to create clear, moisturizing leave-in conditioners. The product is available globally and complies with regulations for cosmetic use in many Asian markets.
          This quality of multi-funcational benefits are one of the key characterstics of beauty care in Asia, and especially in Japan, the focus country of this year’s In-Cosmetics Asia. “One of the characteristics of Japan beauty care is innovation focus. Dow Corning has been working closely with many cosmetic companies focusing on innovation, and many fine chemical suppliers who support the functional benefits since 1966,” said Mr. Ogawa.
          Dow Corning is also launching at the show an extended formulation concept program, “Trend Driven for Asia,” that caters to the emerging beauty preferences of the Asian consumer. The program will add regional flavors to the new edition of the Trends Lab program, entitled “Life without Boundaries”, with cutting-edge formulation concepts that target four important global trends identified and defined by Dow Corning helping customers in Asia to address the new limitless possibilities in hair care:
          - Crossover : Reflects the interplay of styles across generations, genders and geographies
          - Gen Z : Expresses individualism and experimentation
          - Virtual Reality : Showcases the possibilities to create experiences and styles influenced by trends such as 3D printing technology and holographic effects
          - Great Expectations : Reflects the shift from owning material possessions to seeking unique and unforgettable experiences in nature and being inspired by the amazing offerings the world provides
Dow Corning has developed a range of solutions to help customers get ahead of these trends with a formulation kit that illustrates new ideas for creating beauty care products using silicone materials. For example, to address the Virtual Reality trend, Dow Corning will be showcasing Air Oil, a novel, super-lightweight, non-greasy foaming hair oil that boosts shine, tames frizz and provides a unique airy sensation for customers. Consumers falling under the Gen Z trend can benefit from Dow Corning’s #chalkitup hair color. This high-performance hair chalk provides intense, vibrant colors that are easily washed out. It is the perfect replacement for hair mascaras which can be greasy and clause clumps in the hair.
          These exciting new formulation concepts and Dow Corning’s growing portfolio of innovative silicone technologies will be on display at In-Cosmetics Asia at BITEC from November 4-6, 2014.
About Beauty and Personal Care: Dow Corning's specialty silicone solutions help customers bring beauty to life in new and exciting ways by enabling the development of products that are unique and memorable, with an impact consumers can see and feel. Recent innovations range from amino silicone elastomer emulsions that provide differentiating hair styling and conditioning results to novel silicone resin technologies that inspire skin care products with longer-lasting, more beautiful wear.
          For more information, Visit dowcorning.com/personalcare.

          About Dow Corning (dowcorning.com) provides performance-enhancing solutions to serve the diverse needs of more than 25,000 customers worldwide. A global leader in silicones, silicon-based technology and innovation, Dow Corning offers more than 7,000 products and services via the company’s Dow Corning® and XIAMETER® brands. Dow Corning is equally owned by The Dow Chemical Company and Corning, Incorporated. More than half of Dow Corning’s annual sales are outside the United States. Dow Corning’s global operations adhere to the American Chemistry Council’s Responsible Care® initiative, a stringent set of standards designed to advance the safe and secure management of chemical products and processes.
Follow Dow Corning on Twitter: twitter.com/dowcorning.
Visit Dow Corning’s YouTube channel: youtube.com/dowcorningcorp.

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Dow Corning and XIAMETER are registered trademarks of Dow Corning Corporation.
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Dow Corning Showcases Newest High-End Silicones and Formulation Concepts to Meet Latest Hair Care Trends at In-Cosmetics Asia 2014

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