in-cosmetics 2018: Dow TRENDS LAB 2018 Highlights Four Societal Value Shifts That Shape Personal Care Trends

Dow showcases nine sophisticated formulation concepts revolving around shifting values related to gender identity, mindfulness, naturalness and
water (in)dependence.

Dow Home & Personal Care, a global business unit The Dow Chemical Company, today presented the formulation line-up for TRENDS LAB 2018 at the in-cosmetics Global show in Amsterdam. This year's edition of Dow's TRENDS LAB series titled "Values in Motion" explores four personal care industry trends through the lens of nine innovative formulation concepts.

"Consumers' core values help them determine what is important in life. As these values are always in a state of motion, brand owners need to explore how these changes shape trends in personal care," said Fabienne Bizeray, Marketing Manager Skin & Sun Care for Europe, Middle East, Africa and India. "TRENDS LAB is a rich trove of formulation concepts showcasing ways to get ahead of the consumer curve."

Dow's TRENDS LAB series features inspiring concept collections for tomorrow's beauty trends. The sample kits developed for this year's edition demonstrate nine formulations that bring four trendsetting developments to life:

  • Gender Revolution: Embracing gender identity as a shifting landscape, conventional boundaries in cosmetics are blurring. New products speak to an audience that embraces both femininity and masculinity.
  • Digital Detox: In a hyper-connected world, consumers are rediscovering their personal balance and making true connections by fully living in the moment. Dow developed balms and masks that help consumers restore themselves and rediscover what really matters.
  • No Makeup: The perfect no-makeup makeup look wants to achieve style that seems effortless. Dow is presenting serum and cream concepts that help the natural beauty shine through.
  • Water + Water Less: Across the globe, consumers' appreciation of water as a valuable resource inspires new products. They cater to personas such as the eco-conscious, the lover of the simple and natural, or the aficionado of rare and exotic waters.

Visitors of in-cosmetics in Amsterdam from April 17 to 19 are invited to experience these concepts and formulations at Dow’s booth F20.

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 consumer.dow.com 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 dow.com.

For Further Information Contact:

Liv Schneider-Affeld
Dow Home and Personal Care
+34 917407747

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