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2017.05.01

Dow to Showcase Formulation Solutions that Meet Textured Hair Care Needs at NYSCC Supplier’s Day

Dow’s newly launched LabSense™ collaboration platform accelerates innovation to meet consumer challenges, giving customers a competitive edge.

Sixty percent of the global population has textured hair and an increasing amount of that group is joining the "natural hair movement" to embrace their texture. Dow Home and Personal Care Solutions understands that this movement brings unique hair care concerns, priorities, and purchasing habits. At New York Society of Cosmetic Chemists (NYSCC) Suppliers’ Day in New York May 2-3, Dow will showcase a new textured hair solutions program, featuring five formulations designed to help address these unique consumer challenges.

To tap in to the extraordinary market potential for hair care formulators and brand owners, Dow developed this collection of formulations which feature organic and silicone ingredients. This further highlights the impact of its newly combined capabilities and portfolios with Dow and Dow Corning. Each of the five prototypes is expertly formulated to combat common textured hair issues to help consumers hydrate, soften and control their hair while embracing its natural shape. Application testing of five formulations in the textured hair program produced better results than controls and commercial benchmarks.

"Through a review of current consumer market research we found that even consumers who have a ‘holy grail’ product are willing to try new products and seek something better," said Verna Talcott, North America market leader, Dow Home & Personal Care. "There is an unmet consumer need and we have solutions that enable our customers to deliver products that solve the unique needs of textured hair consumers."

From Hair to Skin and Sun Care

The business will also highlight its new DOW CORNING® ES-5373 Formulation Aid, a silicone emulsifier designed for the preparation of oil-in-water and silicone-in-water emulsions to create a wide range of skin care products such as lotions, sun care, foundations and make-up removers. As well as its latest elastomer DOW CORNING® 9576 Smooth Away Elastomer that delivers soft focus and optical appearance benefits helping consumers achieve the flawless, selfie-ready look they desire.

Anticipating the Next Trend with Dow LabSense

Beauty and personal care trends are constantly evolving. By the time a brand develops a product based on the latest trend, a new trend may have already emerged. Dow Home & Personal Care understands that while meeting today’s consumer desires is important, staying ahead of tomorrow’s trends is what drives success.

LabSense™, Dow’s collaboration model, gives brand owners access to plug-and-play product concepts reflecting regional consumer trends along with differentiation opportunities, expert insights, formulation testing, analytics and tutorials on how to best formulate with Dow solutions.

"LabSense gives brand owners fast access to Dow’s premium ingredients and expertise, and it also allows them access to finished product concepts and demonstrations," said Stephanie Sandrock-Beunat, global strategic marketing director for skin and sun care, Dow Home & Personal Care. "It gives brands the competitive edge to accelerate their innovations and bring their products to market faster and more efficiently."

The integration of Dow Corning silicone solutions into Dow Home and Personal Care has broadened the portfolio, opening the door to new applications and possibilities of award-winning technologies.

"Dow Corning’s market-leading silicone expertise coupled with Dow Home and Personal Care Solutions’ existing market knowledge and solutions portfolio means brand owners have more access to the products and solutions they need to create high-quality, multifunctional products that meet today’s trends," said Sandrock-Beunat.

To learn more, visit Dow’s booth 1111 at NYSCC Suppliers’ Day in New York Tues., May 2 and Wed., May 3, 2017.

About Dow
Dow (NYSE: DOW) combines the power of science and technology to passionately innovate what is essential to human progress. The Company is driving innovations that extract value from material, polymer, chemical and biological science to help address many of the world's most challenging problems, such as the need for fresh food, safer and more sustainable transportation, clean water, energy efficiency, more durable infrastructure, and increasing agricultural productivity. Dow's integrated, market-driven portfolio delivers a broad range of technology-based products and solutions to customers in 175 countries and in high-growth sectors such as packaging, infrastructure, transportation, consumer care, electronics, and agriculture. In 2016, Dow had annual sales of $48 billion and employed approximately 56,000 people worldwide. The Company's more than 7,000 product families are manufactured at 189 sites in 34 countries across the globe. References to "Dow" or the "Company" mean The Dow Chemical Company and its consolidated subsidiaries unless otherwise expressly noted. More information about Dow can be found at www.dow.com.

About Dow Home and Personal Care Solutions
Through its Home and Personal Care business, part of the Dow Consumer Solutions Portfolio, Dow offers unique innovations that empower brand owners around the world to create products with exceptional performance and exciting new benefits consumers can see and feel. Our expansive portfolio serves a wide range of applications across home and personal care markets from skin and hair care to fabric care and beyond. Our novel solutions help enable products that are unique and memorable, and meet the growing demands of today’s consumers. We continue to bring forward innovative technologies and formulation solutions that differentiate our customers’ products, enhance the consumer experience and sustain the environment. With business centers, research and development (R&D), manufacturing plants and customer applications centers around the globe, Dow has the expertise and foundation to foster global and local innovations. More information about Dow can be found at dow.com/en/personal-care.

For further information contact:

Linden Rogers
Dow Home and Personal Care
989-496-3353
linden.rogers@dowcorning.com

@Linden_M_Rogers

Tori Unger
G&S Business Communications
312-648-6700 ext. 2124
tunger@gscommunications.com

@ToriKUnger