In a Q&A with Laurie Marshall, global marketing manager, AkzoNobel Surface Chemistry, Personal Care, the depths of anti-aging hair care ingredients are further explored, digging into peripheral segments of color and thermal protection, as well as consumer desires.
Q: How would you describe your position on your color protection products, including your thermal protection?
Laurie Marshall: Our goal at AkzoNobel Surface Chemistry, Personal Care is to provide innovative and effective ingredients that will help our customers to develop and market hair care and styling products that meet the needs of today’s consumers. With increasing demand for products that offer thermal protection or color protection or enhancement, we’ve focused on the development of polymer technologies that feature substantiated effectiveness in contributing to these properties in a finished consumer product. We hope to provide the technology options that allow our customers to create the best and hair care and styling products through our extensive polymer research and applications development.
Q: What are your goals for these products in the marketplace? Can you describe them?
LM: As the range of hair care and styling products available continues to expand and increased functionality is now the consumers’ expectation, we hope that our ingredients lend additional value to our customers’ formulations and help their products to stand out in a crowded marketplace. The Celquat, Amphomer and DynamX polymer platforms are not new to the personal care formulator, but some may be surprised at the multiple benefits—beyond just holding the hair in place—that these ingredients offer to the formulating chemist. We’ve even extended our product portfolio—and the Celquat LS-50 and DynamX H2O are good examples of this—in recent years to respond to needs voiced by our customers. For example, the Celquat LS-50 was developed in response to the need for a cationic styling polymer in more cost sensitive applications, and the DynamX H2O was developed when our customers wanted the properties associated with the traditional DynamX polymer, but needed it delivered in an alcohol-free format. Both of these innovations occurred in the last 10 years.
Today’s consumers are very demanding. They are looking for technologically advanced formulas that provide desired benefits, such as color protection. The consumer invests serious time and money in coloring their hair, and protecting and extending the lifetime of that color is something they desire and value. As the market continues to expand and consumers are faced with more hair care options, products that really deliver added benefits are the ones that will stand out .