Noveon To Demonstrate Hairstyling Concepts

2008-04-10 | 11:35

Stop by F-160 on Wednesday at 16:30

Through the use of specialized film-forming polymers, the water-resistance properties of styling formulations can be improved to better meet the needs of demanding consumers. Polymers such as Fixate Plus and Fixate Superhold polymers, when combined with each other and with other polymers, offer improved perspiration and humidity resistance, providing stronger defense for long-lasting styles.  

Noveon Consumer Specialties will demonstrate the performance attributes of these polymers, both by themselves and in combinations, at booth F-160 or at the In-Cosmetics’ Innovation Seminar in Amsterdam on Wednesday, April 16 at 16:30.

The heaviest users of styling products are typically young, highly social consumers leading active lifestyles. A single day’s activities might include sports, weight training and other aerobic exercise, a full day of work or school, shopping, commuting and dining, perhaps topped off by a visit to a café or dance club to socialize with friends. This dynamic, 24/7 lifestyle puts incredible demands on the styling products used by these consumers, leading them to seek and appreciate product claims such as “water-resistant” and “sweat-resistant.”  

The performance of styling products formulated with traditional fixatives is negatively impacted by moisture from such sources as inclement weather, environmental humidity and human perspiration. Because of their hygroscopic nature, these traditional fixatives show high sensitivity to moisture, which leads to film tackiness and a loss in holding power in these challenging conditions. Overcoming this performance gap is an important challenge facing formulators.  

More info: www.personalcare.noveon.com