At the show, Croda will be introducing three biomimetic solutions for today’s science savvy consumers. The next generation of biomimetic keratin, Keramimic™ 2.0 offers intelligent, targeted repair for the most damaged areas of the hair’s surface. By combining the best of science and nature, Keramimic™ 2.0 delivers outstanding hair conditioning and feel. Collasurge™, a new marine collagen based moisturising active allows you to respond to the surge in consumer interest in collagen, whilst the Cystine Hair Smoothing System showcases a range of innovative biopolymers in four hair care formulations specially designed to create straight, shiny and manageable hair.
Croda is proud to unveil a new and innovative hair conditioning agent, KeraDyn™ HH. Proven to deliver ‘Healthy Hair Dynamics’ to damaged hair, KeraDyn™ HH provides the hair care sector with a new, exciting marketing platform for the next generation of hair care products. You can really tell when hair is healthy by the way it moves, and KeraDyn™ HH has been designed to boost the dynamics of damaged hair. This new and patented ingredient enhances fibre alignment and reduces friction between hair strands for the freedom of movement that only healthy hair enjoys. KeraDyn™ HH is supported by a global data package.
In addition, Croda will be introducing another two new initiatives to visitors. Our new Novel Emollient; a 100% naturally derived ingredient which is a sensory alternative to Squalane and the Emulsion Textures Kit, an innovative sample kit demonstrating the unique textures which can be achieved through the combination of carefully selected emulsifiers and emollients. The Emulsion Textures Kit takes an in-depth look at the influence of emulsifiers and emollients on the texture and sensorial properties of a system.
With over 30 years’ experience developing, formulating and testing UV filters; Croda will also be expanding their extensive portfolio of sun protection ingredients. Committed to meeting global sun care trends with locally tailored sunscreen actives, Solaveil™ XT-40W is a new globally approved UV filter, whilst Solaveil™ AT-300 has been developed to make meeting the FDA requirements for broadspectrum protection ‘as easy as ABC’.
Croda will also be presenting their Solaveil™ Physical Shield campaign, a socially responsible approach to informing consumers about the importance of sun protection. In a world in which consumers demand to be increasingly informed and assured, the Solaveil Physical Shield campaign can promote confidence and add value to sunscreen and beauty products. With a fun and interactive website, www.solaveil.com, a host of PR activities and an on-going social media marketing strategy, Croda aim to inform, generate awareness and communicate that when the sun comes out, so should Solaveil.
At in-cosmetics, Croda will be introducing Versathix™, an exceptionally versatile rheology modifier. Versathix™ provides excellent thickening in traditional, as well as sulphate-free systems, coupled with shear thinning rheology which is especially important in bath and shower gels, and has no impact on foaming.
Further to the wide range of launches which will be showcased at this year’s in-cosmetics, Terraquat™ BD, a new ultimately biodegradable hair conditioning agent will also be launched at the show. Terraquat™ BD is an ultimately biodegradable hair conditioning agent with an excellent aquatic toxicity profile that delivers all the performance of traditional conditioning agents. This environmentally friendly product provides conditioning and detangling properties to hair care formulations and shows great formulation versatility, being suitable for use in shampoos, conditioners and styling agents.
