Chemical supplier Dow used in-Cosmetics Global in April to introduce two new ingredient kits to the personal care world. Sandro Sato, Global Segment Leader for Sensory and Cosmetic Actives at Dow Consumer Solutions told CosmeticsDesign the theme of the company's new launches is “from promised to proven.”
Sato said between the two kits, the ECOllaboration Concepts Collection and a kit for textured hair products, the company wanted to show range beyond its silicon roots in personal care.
Additionally, the new kits incorporate a more story-focused approach, which Sato said consumers are becoming more interested in and contract manufacturers and brands find more desirable.
Sustainable ingredients with performance, eco-trend uses
At in-Cosmetics Dow showcased eight formulations out of the sustainable ingredient kit, all of which were at least 90% from natural origins. Among the formulations were hair products, no-packaging deodorant and a variety of color cosmetics.
While the formulations are being marketed as sustainable, Sato also said Dow took a holistic approach to the entire process of creating the formulations like using packaging sourced from near the production facility to decrease the carbon footprint.
“It needs to go beyond ingredients,” Sato said. “It's really making sure that we invest the right kind of resources and technological developments on ingredients that have the same level of performance or better, but also carry some sustainability claims that didn't exist before.”
Sato said this launch has been ten years in the making for Dow, in a long-term push to bring ingredients ahead of the trends. Mirroring trends seen throughout the market, the company’s own research found that consumers across the globe are concerned with sustainability.
But beyond just bringing natural products to market, he said consumers want to know the narrative behind the products they are buying.
On top of interest, Sato said consumers are increasingly willing to spend more on a natural product with a sustainable narrative, meaning Dow wants to have the right ingredient and formulations available for clients and contract manufacturers.
“We are proud of our heritage in terms of having the leadership position in silicon,” Sato said. “But we understand that we need to continue to expand our portfolio with the right kind of products.”
Textured hair kit starting from the target consumer, Dow employees
In addition to the sustainable ingredient kit, Dow showcased a kit of textured hair formulations and solutions which Sato said started with a consultation with Dow employees with textured hair as to how they treat their hair and what gaps exist.
While straight hair has been the primary focus in hair care for many years, Sato said Dow is increasing its investment in research and development, as well as technology, for textured hair products.
“In many cases, we are using the formulations to inspire companies that don't necessarily have the R&D team, resources, labs, to create brand new formulations from scratch,” Sato said. “We believe kits could be easily leveraged by … end brands and contract manufacturers that then can expand their portfolio with these unique formulations.”