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Innovative products are Evonik's answer to the latest trends in hair care.
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Whether young or old, woman or man, sports or luxury enthusiasts - when it comes to personal care, customers are increasingly looking specifically for products that meet individual needs. Natural cosmetics - deodorants that not only protect against perspiration, but also protect textiles from discoloration or soothing bath salts. Cosmetics manufacturers therefore face the particular challenge of offering a broad product portfolio with comparable high quality for specific markets. Europe for example, is seeing a general trend towards anti-wrinkle creams and skin lighting creams for pigment. While in Asia, age spot removal is highly popular and Pale skin is considered a status symbol.
Experts in hair care also consider the special requirements and wishes of different consumer groups: Caring shampoos for blonde hair which is widespread in Northern Europe, nourishing conditioners for afro hair and long-lasting dyes for dark Asian hair.
In the company's own hair laboratory in Germany and further research labs in Brazil and the United States, experts from Evonik Industries started searching early on for new formulations to meet the trends in hair care as best as possible. Research was more directed towards consumers with thick, curly hair to frizzy hair. This hair type is dominant in many countries - for example in South Africa (79.5%) and Brazil (50.7%). According to Euromonitor, a worldwide leading specialist in strategy research for consumer markets, the Brazilian hair care market alone has experienced explosive growth in the past few years. With the growing prosperity of the middle class, the region's purchasing power is also growing proportionally. The consumers' main concerns are easy-to-comb hair and curl control. The Personal Care Business Line of Evonik consequently developed innovative organomodified silicones for hair conditioners that focus on the special needs of people of African descent - in Brazil and other markets.
"The hair of consumers with African descent is more prone to breakage than other hair types. Even everyday care such as combing weakens the hair structure," says Silke Langer, Global Marketing Manager Rinse Off Personal Care. Additionally, hairdryers, straighteners, dyes, sun exposure and dry air all make it more difficult to achieve a fine head of hair. Hair loses its natural lipids, which must be compensated by intensive care. "Intensive conditioners that make hair more manageable and easier to comb therefore are essential. At the same time, they improve the feel of the hair, moisturize it, and give it more shine."