“We are also seeing a shift in consumer trends for hair styling, which is driving the demand for lightweight products that give a more natural, “low key,” and effortless look.”
Dutch speciality chemicals producer Nouryon, formerly known as AkzoNobel Speciality Chemicals, has launched a bio-based polymer called AmazeSP to be used in hair styling products in the personal care market.
Speaking to Bio Market Insights, Jens Müller, Global Technical Marketing Manager Personal Care at Nouryon (@Nouryon), said that AmazeSP could be formulated into a variety of hair styling products ran from mousses to creams and even pump sprays. It is designed to offer consumers a more “natural hold in use”, Müller said.
He added: “Consumers are showing an increased interest in lighter textures that allow an effortless, yet flawless hairstyle. It is difficult for formulators to achieve this with traditional, synthetic styling polymers.
“Amaze SP is plant based and provides a unique weightless hold while enabling a very natural look and feel on the hair. It offers humidity resistant style retention, volume and anti-frizz performance comparable to synthetic polymers.”
The new polymer is a result of Nouryon’s exclusive global supply agreement with UK-based chemicals company Itaconix to market bio-based polymers to customers in the personal care market.
Although Nouryon was focusing its AmazeSP product for hair styling, Müller told Bio Market Insights that the company also saw great potential to expand its bio-based polymer into other personal care applications.
He explained: “In general, we are a market leading company for biopolymers and we are constantly looking into new products in this category for all kinds of application area. Earlier this year, for example, we also announced a deal with Itaconix for bio-based polymers with chelating [a type of bonding of ions and molecules to metal ions] properties that Nouryon will market to customers in the detergents market.”
Müller went on to say that more environmentally-conscious consumers were driving the demand for more bio-based personal care products.
“We are also seeing a shift in consumer trends for hair styling, which is driving the demand for lightweight products that give a more natural, “low key,” and effortless look. Gone are the days of elaborate hair styles, requiring hard holding products to lock in the look that took several hours to create. Consumers, especially Millennials, are now taking a more minimalistic approach to their personal care routines, including hair styling.
“This development of natural styling brings with it the use of lighter textures to present hair with a flawless and effortless style, accentuating each individual’s natural hair type. While this does not seem like a complex trend to follow, it becomes much more difficult when formulators must use the portfolio of synthetic polymers developed for traditionally elaborate styles to create something which will give consumers a weightless, invisible style.”
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