NEW HAIR CONDITIONERS ERA BEGINS

A person's hair is one of the first features we notice when meeting someone. Hair crowns beauty and is a source of pride for many consumers. It is one of the features that people can shape to reflect their personality and identity. Because beautiful and shiny hair always makes a good impression, proper hair care is important. Applying the right hair care helps keep your hair healthy and protects it from excessive damage. The styling treatments, heat, dirt, ultraviolet rays and similar factors that hair is exposed to every day cause damage that requires intervention. A recent market study revealed that more than 50% of consumers experience dryness in their hair, and 8 out of 10 women report that their hair is damaged due to these external factors. Until now, the hair care sector has lacked innovative and expert solutions that would provide protection for hair. Genadvance™ hair conditioners, developed by Clariant researchers and hair care experts as a result of careful research conducted worldwide over many years, are not only a first-in-class product but also provide improvements in terms of performance, sustainability and cost.

Genadvance™ hair conditioners directly address the weak areas of hair, bringing new solutions to the stress that hair is exposed to every day.

In addition to providing excellent care and ease of combing, Genadvance™ special solutions for the first time go beyond the limits of quats, enabling the creation of personalized and entirely new hair care formats. The substances were developed according to three different dry and damaged hair segments: severely damaged hair, hair that has lost moisture due to daily factors, and hair that is limp and lifeless due to stress, genetics, aging and similar causes. Genadvance™ Life (INCI: Polyquaternium-116 (and) Butylene Glycol) restores vitality to hair. Particularly effective on limp and lifeless hair, the substance imparts volume, shine and vitality to hair. It prevents static electricity, can be used in many applications, particularly silicone-free products, and is environmentally friendly. To determine hair shine, a silicone-free formula containing 1.7% Genadvance™ Life with 4% Cetearyl Alcohol and 0.3% CTAC (Cetrimonium Chloride) was compared with formulas containing 2% CTAC or BTAC (Behentrimonium Chloride), 4% Cetearyl Alcohol and 0.2% Amodimethicone. Silicone-free formulas containing Genadvance™ Life were shown to provide the same level or greater shine compared to silicone-containing formulas on the market. In addition, a rinse-off hair conditioner containing Genadvance™ Life was found to produce greater volume change on normal hair (percentage increase compared to untreated hair) compared to the application of a formula containing CTAC and silicone.

Genadvance™ Life provides superior shine in revitalizing and silicone-free formulas. Considering its conditioning effect and volume-enhancing properties, Genadvance™ Life is ideal for hair revitalizing or volumizing formulas.

Genadvance™ Repair (INCI: Quaternium-98) makes severely damaged hair appear vibrant and healthy again. It also prevents future damage much better than existing substances. Because Genadvance™ Repair is the most efficient substance in its class by weight, its use is quite economical. To determine its efficiency, surface friction on hair fibers was compared using a rinse-off hair cream formula containing 2% Genadvance™ Life and 4% cetearyl alcohol with formulas containing 2% CTAC or BTAC and 4% cetearyl alcohol. According to the results, Genadvance™ Repair provides the lowest coefficient of friction compared to quat-containing formulas, and therefore the highest hair smoothness.

Genadvance™ Repair was used in a hair care conditioner similar to branded formulas on the market.

Wet hair combing performance was tested on damaged hair. When compared to a formula containing BTMS (Behentrimonium Methosulfate) at 2% level, Genadvance™ Repair showed superior performance when used at the same rate (2%) and equal performance to 2% BTMS when used at a lower rate (1.6%).

Genadvance™ Repair thus helps manufacturers increase performance or reduce formula costs.

Genadvance™ Hydra (INCI: Lauryl/Myristyl Polyricinoleate and Glycerin) is one of Clariant's most environmentally friendly hair care conditioners and holds ECOCERT™ COSMOS® certification. It also helps combat daily damage and dullness in hair. Coming from the natural humectant family, the substance gives dry hair a pleasant feel. Hair feels moist and soft. Thanks to these properties, it can also be used in children's products. Its ease of combing performance when used after shampooing has been proven, and it provides superior care even in silicone-free products. Applied after shampoo containing conditioning agents for damaged hair, Genadvance™ Hydra shows better performance than typical conditioning agents such as polyquats and silicone, giving it the flexibility to replace conditioning agents in shampoos. Additionally, Genadvance™ Hydra provides a sense of moisture and conditioning after application to damaged hair. When combing ease was tested after applying a conditioner to damaged hair, this substance showed superior performance against ordinary quats such as CTAC and BTAC. Hair care is as important as caring for other parts of your body. While caring for our bodies, it should not be forgotten that hair is exposed to a lot of dirt, dust and chemicals. The innovative, sustainable and cost-efficient solutions developed by Clariant help consumers achieve healthy and strong-looking hair every day.   Hilal Durgun Çınar Sales Manager Turkey Industrial and Consumer Specialty Products (ICS) Clariant         Sanem Yurt Technical Application Manager Industrial and Consumer Specialty Products (ICS) Clariant