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The New Hair Care Equation

By: Nancy Jeffries
Posted: August 7, 2007, from the August 2007 issue of GCI Magazine.

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In response, formulators have created a category of clear, mild and light-conditioning shampoos that avoid damage and restore the hair’s original conditioned appearance, while providing a gentle cleaning.

Consumers have also come to realize that hair damage is not simply a consequence of styling, coloring, heating and straightening treatments. Repeated washing, drying, brushing and combing can also damage cuticles. As a result, consumers seek solutions that restore the overall condition and strength of their hair, and seek products that protect and make hair more resilient, as well as shiny and healthy feeling—and they expect product performance.

At the Society of Cosmetic Chemists Suppliers’ Day, National Starch Personal Care announced a technology and product development initiative to support manufacturers of hair care products in their efforts to meet this consumer demand.

“The goal of this initiative, called Beautiful & Beyond, is to deliver innovative product concepts, consumer and sensory research, and higher levels of value in customer formulations designed for this fast-growing market segment,” said Maurer. “We believe the look of healthy hair is one that will not go out of style any time soon. Technologies that support benchmark performance attributes in areas such as conditioning, shine, frizz elimination, high humidity resistance, protection from chemical treatment and heat styling aids will also be considered.”

National Starch envisions the future of personal care ingredient suppliers as one in which the supplier must offer increasingly customized versions of technology combined with formulating assistance and consumer and sensory science to speed commercialization of products and increase the odds for success.