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in-cosmetics 2018: Dow Aims to Accelerate the Flow of Innovation Through Rheology Modification Expertise

  • Scientific expertise in rheology control is becoming indispensable for designing new products that respond to market trends such as new forms, new textures or advanced suspension capabilities
  • Thorough understanding of the structure-benefit relationship and polymer design is driving the creation of new styling gel concepts in the context of Dow’s LabSense™ collaborative model

At this year's in-cosmetics Global show in Amsterdam, Dow Home & Personal Care, a global business unit of The Dow Chemical Company, is leveraging its profound know-how in rheology control and showcasing extraordinary product concepts that push the envelope of rheology modification in order to provide differentiated, memorable customer experiences.

"Gel and jelly textures are accounting for more than 20% of new product introductions in the hair styling category," said Myriam Delvaux, regional Marketer for Europe, Middle East, Africa and India. "Dow's deep scientific expertise in the structure-benefit relationship and in polymer design helps formulators to fine-tune product texture, suspension, viscosity, clarity, and sensorial properties through precise rheology modification."

Making Rheology Science a Source of Inspiration
Formulators are on a daily quest to formulate beauty products that surprise and delight consumers through texture and appearance. In parallel, they also need to measure flow characteristics of complex liquids to predict stability, suspension capabilities, behavior under manufacturing conditions and pick key data to explain consistency as perceived by consumers. Having access to leading experts in rheology control enables formulators to craft elegant solutions and in-use experiences that are in line with their brand's personality.

Through its LabSense™ open collaboration model, Dow accelerates innovation by giving personal care brand owners direct access to its advanced material and analytical science experts around the world. The four new hair styling product concepts presented at in-cosmetics Global use rheology modifiers to excite consumers with new experiences such as honey-like gels, jellies with memory behavior or melting textures.

From Scientific Expertise to Product Differentiation with ACULYN™ Rheology Modifiers
Multifunctional personal care products often require finely-tuned rheology profiles to achieve stable suspension and the desired viscosity and clarity. Putting the right technology for the right application in the hands of an expert makes all the difference. Dow's broad spectrum of ACULYN™ Rheology Modifiers helps brand owners to bring the latest innovations to market quickly and address emerging formulation challenges.

In addition to showcasing extraordinary product concepts for hair styling, Dow introduces ACULYN™ Siltouch Rheology Modifier, a new silicone/acrylate hybrid designed to formulate light, non- greasy skin-feel formulations. It thickens across a wide pH range and is particularly suited for formulations containing soft preservatives.

The entire ACULYN™ Rheology Modifiers range provides access to a large variety of textures and is a great asset for formulators seeking to delight consumers through texture and feel.

Visitors of in-cosmetics Global are invited to experience all of Dow's inspirational product concepts based on its experts' scientific understanding of rheology modification. They can be explored at stand F20 along with new products, solutions and formulation blueprints for skin and sun care applications.

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. Please visit for more information.

About Dow
The Dow Chemical Company (Dow) combines science and technology knowledge to develop premier materials science solutions that are essential to human progress. Dow has one of the strongest and broadest toolkits in the industry, with robust technology, asset integration, scale and competitive capabilities that enable it to address complex global issues. Dow’s market-driven, industry-leading portfolio of advanced materials, industrial intermediates, and plastics businesses deliver a broad range of differentiated technology-based products and solutions for customers in high-growth markets such as packaging, infrastructure, and consumer care. Dow is a subsidiary of DowDuPont (NYSE: DWDP), a holding company comprised of Dow and DuPont with the intent to form three strong, independent, publicly traded companies in agriculture, materials science and specialty sectors. More information can be found at

For Further Information Contact:

Liv Schneider-Affeld
Dow Home and Personal Care
+34 917 40 77 47

Michael Felber
G&S Business Communications
+41 61 264 8413