A person’s hair is probably one of the first things you notice when meeting them for the first time. Hair is the natural crown of beauty and the pride for many consumers. It is one of those elements of the body that people can shape in order to reflect their personality and identity.
Beautiful and shiny hair always leaves a good impression, which is why proper hair care is important. Also good care of your hair plays an important part in having healthy tresses and helps avoid extensive damage.
On a daily basis, people expose their hair to external influences such as mechanical manipulation, heat, pollution, UV, etc., generating damage that needs corrective measures.
Recently, a market research1 showed that more than 50% of consumers experienced dry hair and 8 out of 10 women report some level of hair damage, due to those external influences. Until now, the hair care industry has lacked innovative and specialized solutions to really tackle hair’s vulnerability.
Through years of cautious research across the globe, and considering consumer and market needs, Clariant scientists and hair care experts developed a range of first-in-class hair conditioning agents; Genadvance ™, which comprehend performance, sustainability and cost improvements.
GenadvanceTM hair conditioning ingredients confront hair vulnerability head-on, offering fresh solutions to the stresses hair faces daily.
Besides excellent conditioning and detangling, for the first time in hair care history, the GenadvanceTM specialised solutions overcome conventional quats’ limitations to allow for the development of individualized products and novel hair care formats.
The ingredients are geared towards treating three segments of dry and damaged hair: heavily damaged hair, naturally dry hair due to everyday elements, and thin, lifeless hair due to, e.g., stressful lifestyle, genetics or ageing.
Genadvance™ Life (INCI: Polyquaternium-116 (and) Butylene Glycol) brings life back to hair. It is particularly efficient for thin and limp hair, delivering volume, shine and a breath of new life into hair. It will not make hair frizzy, can be used in many hair care formats, especially in silicone-free products, and it is very eco-friendly.
The superior level of hair gloss was measured using a formulation containing Genadvance™ Life at 1.7%, with 4% cetearyl alcohol, 0.3% CTAC (Cetrimonium Chloride), and without silicone, in comparison to formulations with CTAC or BTAC (Behentrimonium Chloride) at active levels of 2%, 4% cetearyl alcohol, and 0.2% amodimethicone. It can be seen that silicone-free formulations containing GenadvanceTM Life deliver the same or better level of hair shine than market benchmarks in combination with silicone.
Additionally, Caucasian hair treated with a rinse-off conditioner containing GenadvanceTM Life had a higher hair volume change (percentage i ncrease from untreated hair) in comparison to a formulation with CTAC and silicone.
Genadvance™ Life provides a superior level of shine in hair revitalizing, silicone-free formulations. Together with a great, conditioning effect and boosting hair volume, Genadvance ™ Life is the ideal ingredient for hair revitalizing or volumizing formulations.
Genadvance™ Repair (INCI: Quaternium-98) does what its name promises, making very damaged hair sleek, smooth and healthy again. It also prevents further damage much better than current damage-protecting ingredients. Genadvance™ Repair is probably the most weight efficient ingredient in its class, so very economic to use.
Its efficiency was measured through surface friction of hair treated with a rinse-off conditioner containing 2% Genadvance™ Repair and and 4% cetearyl alcohol and, for comparison, hair treated with 2% CTAC or BTAC and 4% cetearyl alcohol conditioners.
Different types of hair, Caucasian virgin, Caucasian damaged and Chinese damaged were used. The test results show Genadvance™ Repair delivers the lowest friction coefficient, and thus superior hair smoothness, in comparison to benchmark quats.
Genadvance™ Repair was incorporated in a hair conditioner similar to a branded formulation.
Its performance in wet detangling was measured on Caucasian damaged hair In comparison with BTMS (Behentrimonium Methosulfate) benchmark used at 2% active, Genadvance™ Repair delivers a superior performance at the same level (2%), whereas at reduced level (1.6%) it provides the same effect as 2% of BTMS.
Genadvance™ Repair allows formulators to increase performance or reduce the formulation costs.
Genadvance™ Hydra (INCI: Lauryl/Myristyl Polyricinoleate and Glycerin) is one of Clariant’s most nature-friendly hair care ingredients, COSMOS® approved by ECOCERT ™, and for consumers who need to take care of their hair’s everyday wear and tear.
Coming from a family of natural moisturizers, it delivers a great after-feel on dry hair. Hair feels moisturized and manageable. Because of its properties, it can be also used in products for children.
This pioneer nature-friendly hair conditioner delivers superior conditioning even in silicone-free products, as highlighted by its wet detangling performance on hair after shampoo use. In the measurement of damaged Caucasian treated with a conditioning shampoo,
Genadvance™ Hydra reveals a better performance than typical conditioning ingredients such as polyquat or silicone, making it flexible to replace conditioning ingredients in shampoo.
Additionally, Genadvance™ Hydra delivers a conditioned and moisturized after-feel on damaged hair. After the dry detangling measurement of damaged hair treated with a rinse-off conditioner, this front-runner ingredient presented a better performance in comparison with conventional quats such as CTAC and BTAC.
Taking care of your hair is as important as any other part of the body. While one tends to care for other body parts, hair is subjected to a lot of pollution, dirt and chemicals.
Now Clariant is providing innovative, sustainable and cost efficient solutions that work towards assisting consumers in achieving great, healthy strong hair, daily.
Hilal Durgun Çınar
Sales Manager
Industrial and Consumer Specialty Products
Clariant
Sanem Yurt
Technical Application Manager
Industrial and Consumer Specialty Products
Clariant
