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Dow Corning to Unveil Innovative Hair Care Frizz Index


New Way for Hair Care Manufacturers to Measure How Products Meet Customer Demands.

Midland, MI, November 27, 2013 --(PR.com)-- Dow Corning’s beauty care experts have broken through one of the barriers that has challenged the hair care market for decades with the development of a new Frizz Index testing method. While the number of frizz control products on the market continues to rise, manufacturers have not had a verifiable method of quantifying hair’s frizziness independently from its volume. This new method developed by Dow Corning to test frizz control aims to change all this.

Beauty care experts from Dow Corning will introduce their new Frizz Index at the 2013 Society of Cosmetic Chemists (SCC) Annual Scientific Meeting and Technology Showcase in New York. The new index represents an innovative breakthrough that will give hair care manufacturers a tool to describe hair tress shape and appearance in a more accurate way, allowing them to formulate new products that will effectively tame frizzy, flyaway hair.

“Dozens of frizz control products on store shelves tout their ability to tame unruly hair without unwanted side effects like influencing hair volume or leaving hair feeling greasy or crispy,” said Sylvie Bouzéloc, Hair Care application designer, Dow Corning. “Until now, manufacturers have never had a way of proving a product’s ability to deliver on those claims apart from testing the product’s effect on volume. Our new Frizz Index will give manufacturers a way to demonstrate the performance of their products to their consumers.”

Bouzéloc will deliver a podium presentation at the Speakers Gallery titled “New Approach for Quantification of Hair Frizz” to explain how the new Frizz Index works, including the potential positive impact the new method will have on the development of anti-frizz products.

“Not being able to actually prove frizz control worthiness means formulators have to trust suppliers about their product additive’s claim to control frizz in their formulations, which makes a formulator’s job very difficult,” said Bouzéloc. “Products that control frizz poorly or that fail altogether can negatively affect the manufacturer’s brand. Our Frizz Index aims to level the playing field and keep brands positively viewed by consumers. This breakthrough will allow beauty care product chemists to formulate with more confidence and creativity – to invent products in which consumers will see noticeable differences when they use them.”

About Beauty and Personal Care

Dow Corning's specialty silicone solutions help customers bring beauty to life in new and exciting ways by enabling the development of products that are unique and memorable, with an impact consumers can see and feel. Recent innovations range from amino silicone elastomer emulsions that provide differentiating hair styling and conditioning results to novel silicone resin technologies that inspire skin care products with longer-lasting, more beautiful wear. For more information, visit dowcorning.com/personalcare.

About Dow Corning

Dow Corning (dowcorning.com) provides performance-enhancing solutions to serve the diverse needs of more than 25,000 customers worldwide. A global leader in silicones, silicon-based technology and innovation, Dow Corning offers more than 7,000 products and services via the company’s Dow Corning® and XIAMETER® brands. Dow Corning is equally owned by The Dow Chemical Company and Corning, Incorporated. More than half of Dow Corning’s annual sales are outside the United States. Dow Corning’s global operations adhere to the American Chemistry Council’s Responsible Care® initiative, a stringent set of standards designed to advance the safe and secure management of chemical products and processes.

Dow Corning is a registered trademark of Dow Corning Corporation.
We help you invent the future is a trademark of Dow Corning Corporation.
XIAMETER is a registered trademark of Dow Corning Corporation
Responsible Care is a registered service mark of the American Chemistry Council, Inc.

Editor’s Notes
Sylvie Bouzéloc’s speech on the Frizz Index titled “New Approach for Quantification of Hair Frizz” will be during Scientific Session B on Thursday, December 12 from 1:30 to 4:00 p.m.
Contact Information
Dow Corning
Amy Godfrey
413-448-2260
Contact
www.dowcorning.com

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