Dow Personal Care Business showcased at the in-cosmetics Asia 2024 held recently in Bangkok, Thailand, unveiled a wide range of innovative products that focus on offering high-performance ingredients for cosmetic applications while pursuing sustainability efforts.
In this trade show, Dow Personal Care Business made an important global launch of the next generation high-performance film formers and a collection of formulations featuring ingredients innovated to demonstrate efficacy and functionality that consumers increasingly seek.
In a recent global consumer report by Mintel, consumers look for products that deliver efficacy and functionality. With the cost of living escalating, people are now more focused on finding purchases that offer true value and purpose. The report unveiled that 93% of Indonesian female customers think that it’s worth taking the time to compare products to find the best deal, while 72% of Chinese females say beauty brands should provide more scientific evidence to validate the claims they make, and 45% of Australian consumers say high-quality ingredients would encourage them to buy a beauty product at full price.
“Performance is still very important. Demand for high-performing products that deliver excellent results continues to rise in the beauty market as consumers are not willing to sacrifice efficacy. Therefore, we must develop our technology to meet this need and ensure that we do not compromise high performance while delivering sustainability to satisfy our customers,” said Cedric Toh, Senior Marketing Manager for Dow Personal Care, APAC.
According to a survey by KPMG, 74% of consumers cited product quality as a key factor influencing brand loyalty. This trend is particularly evident in the color cosmetics segment, where efficacy is measured by the product’s ability to offer intense color, long-lasting wear, and a pleasing appearance on the skin.
Our newly introduced high-performing silicone film formers, DOWSIL™ MQ-1610 ID Resin and DOWSIL™ MQ-1650 ID Resin, offer such performance. Both new technologies of high active content silicone resin film formers in the carrier of choice – Isododecane – offer long-lasting performance with water and sebum-resistant benefits. DOWSIL™ MQ-1650 ID Resin, when added to sun protection and color cosmetics applications, is comfortable to wear on the skin, meeting the demand of consumers in Asia Pacific and around the world, said Mr. Cedric.
“With these two new silicone resin film formers added to our portfolio, formulators can innovate new color cosmetics and sun care products that meet consumer demands for efficacy, long-wearing, and comfort,” he said.
Also a new global launch, Rebalancing Beauty 3.0 Concepts Collection, features eight formulations aligned to hair care, skin care, and color cosmetics. The conceptual products are innovated to demonstrate efficacy and multi-functional benefits sought-after by consumers while balancing sustainable attributes.
For example, SilkSmooth Leave-on Conditioner is a non-rinse conditioner serving as a more sustainable alternative to “traditional” hair conditioner as it saves water with no need to rinse off after application, while providing benefits of reducing hair surface friction and improving ease of dry combing. One key ingredient added is EcoSense™ APP-1000 Surfactant, a 100% naturally derived surfactant that can be used at low levels to boost the performance of other bio-based surfactants.
Another trending makeup introduced is RubOffGuard Jelly Brush, a jelly-like texture cheek tint formulated with bio-based and readily biodegradable film former – MaizeCare™ Clarity Polymer. This jelly cheek tint is easy to spread on the skin and provides a natural, rosy look that is long-lasting and rub-off resistant.
Products highlighting skin wellness and dermocosmetics are also featured at Dow‘s booth at in-cosmetics Asia 2024. Dow’s Dermocosmetics Concepts Collection features the first-ever skin microbiome-friendly certified silicone technologies. The ingredients do not harm the beneficial bacteria of the skin and respect the skin’s microbial balance and diversity. This collection is designed to address specific skin and scalp conditions to enhance overall skin wellness.
The personal care and cosmetic industry in Asia will continue to grow with diversifying regional needs, Mr. Cedric said. Consumers are more educated and are looking for high-performing and science-backed products that are high quality and safe. Dow, as a material science company, will continue to expand our portfolio of high-performance ingredients to deliver our promise towards a circular economy while meeting the demands from consumers for performance and sustainable products.
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