Responding to emerging and intersecting global trends
Today, hair care products need to do much more than cleanse and condition. Consumers desire technologies that meet their needs for a broad range of hair types. But they also want products that include milder, more natural ingredients, that are sourced responsibly.
Introducing “Transforming Textures”
Dow has created a series of new hair care formulations that respond to emerging and intersecting global trends: green beauty, multicultural beauty, and product concepts normally seen in skin care applications.
These are “transforming textures”— innovative formulations that provide an exciting sensorial experience for consumers. These conscientious, connected and unique formulations create a sensorial hair care experience.
Transforming textures formulations can offer the following benefits:
- Sebum absorption
- Curl retention & definition
- Wet/dry combing
- Soft-touch styling
- Customizable conditioning
- Frizz control