New Dow Corning silicones shown to provide flexibility to heat damaged hair
Dow Corning claims the silicones can visibly revive smoothness and allow for everyday styling, while improving the resistance to hair breakage.
"Consumers want the flexibility to change their hair often, without worrying about damage caused by combing, heat and coloring," said Dirk Soontjens, Dow Corning Hair Care global market manager.
"Dow Corning silicones contain unique properties that counteract the impact of everyday styling, improving hair's sheen, softness and volume."
‘Outperforms’ commercial benchmark
In tests designed to simulate the effect of heat-related damage and measure sensory benefits, Dow Corning states its silicones outperformed a leading commercial benchmark and a control formulation without silicone in helping hair revive smoothness, improve dry combing and reduce hair breakage.
Dow Corning silicones are already used as conditioning and strengthening agents for colored and chemically treated hair, and the global silicone company explains that when used in leave-in conditioners, they provide a natural look and feel for dull and dry hair damaged by heat caused by straightening and curling irons.
According to market researcher Mintel, products developed for damaged hair have steadily grown in importance, due partly to the greater use of heat styling, but also because consumers are more aware of the damage external factors can cause to the health of their hair.
"Market demand for hair repair products is increasing rapidly, especially in emerging markets such as Asia," Soontjens said.
"Our hair care solutions are helping formulators design and develop new product categories offering multifunctional benefits to address specific styling challenges," he added.
