At in-cosmetics 2016 in Saõ Paulo from October 5 to 6, Symrise presents two approaches to hair care, with the launch of the KeraSym family of active hair care ingredients to nurture and protect hair and the launch of the Beauty+ Multi-Ethnic hair care program targeting the needs of various hair types. “Both initiatives demonstrate the power of Symrise’s multidisciplinary collaboration approach”, says David Silverman, Head Global Shampoo Category Director at Symrise. “We start with sharp consumer insights from our recent global hair care study feeding our innovation pipeline, in order to develop products that meet a real and timely need of the fast evolving hair care market.”
To closely adapt to those changes of the hair care market, Symrise placed its state-of-the-art Global Hair Care Centre in São Paulo because Brazil is the second-largest market for hair care products in the world with the broadest diversity of hair types available for study.
Here, the Symrise teams develop and test ingredients, blends, and formulations to ensure highly performing results. “The specialised equipment we are using is found in only a handful of companies around the world, placing Symrise at the forefront of hair care innovation”, says Marcia Paula, Global Product Director, Hair Care, and Cosmetic Ingredients at Symrise. “Studying the effects of cosmetic ingredients on hair fibre, tensile strength, combability, shine, damage and protection as well as interaction of hair and fragrances, enables our company’s researchers to pinpoint the most effective solutions to common hair issues.”
At in-cosmetics 2016 in Saõ Paulo, Symrise will now present the first results derived from this approach:
KeraSym Shape & KeraSym Shield – two cosmetic ingredients for hair care products
KeraSym Shape is particularly suited to all types of curly hair, including chemically straightened hair. With its special care formula, the combination of wheat bran extract, camellia oil and special emollients increases the breakage resistance of dry curly hair, smoothes out frizzy, rebellious hair, tames volume and contours curls. The second product, KeraSym Shield, was developed to protect hair from damaging environmental effects. It combats pollution deposits, boosts shine and improves the hair’s combability and resistance.
Next level of Beauty+ with three programs for multi-ethnic hair, combining cosmetic ingredients and fragrances
With Beauty+ Symrise follows its long-term vision to offer 360° solutions combining fragrances and cosmetic ingredients. After introducing the first Beauty+ solutions in sun care, skin brightening and deodorant last year, innovation experts across divisions and regions have collaborated to develop targeted active products for multi-ethnic hair.
Tested combinations of cosmetic and botanical ingredients, including KeraSym Shape, highly innovative fragrances with unique profiles, relaxer base-covering properties, and encapsulation technology provide real results and sensorial efficacy. The three programs resulting from this extensive approach address common issues in the most popular hair styles among multi-ethnic consumers:
STRAIGHT +Plus provides care for straight hair with shiny sleek tresses. NATURAL +Plus nourishes and moisturises curly and coily hair to keep it healthy, strong and defined. ADD-ON +Plus helps hair and scalp under wigs, weaves, and extensions to feel clean and comfortable. Symrise launches these programs at a time when the multi-ethnic hair care market is booming and diversifying, and offers adaptable solutions for the differing needs of consumers in the United States, Brazil, Africa, and beyond.
Symrise will present its cosmetic hair care ingredients, and Beauty+ programs and solutions, along with a range of other substances for skin and hair care, at booth K10 at in-cosmetics Latin America – an important trade show for fragrances and ingredients for personal care products on the continent. In-cosmetics is expecting representatives from 300 Latin American and international cosmetics manufacturers.