and Haas in 2002, he was an R&D leader for Procter & Gamble and
worked as a process engineer for L’Oréal.
With its business model in place, Dow Home and Personal Care
has a roster of new products in the marketplace and in the
pipeline. For example, the company recently launched EcoSmooth Silk conditioning polymers, which company executives
insist represent a new approach to providing conditioning benefits in personal care products.
“It matches silicone for wet and dry combing properties and increases hair strength,” said Courtney Fretz, strategic marketing
manager, home and personal care.
The polymers are anionic and nonionic, so they don’t weigh hair
down, and represent at 1:1 replacement for silicones, according to
Fretz. EcoSmooth Silk conditioning polymers are said to be especially effective with Asian and European virgin (non-dyed) hair
types, and have been proven externally to match silicone in wet and
dry combing, as well as minimize hair breakage compared with sil-icone-containing shampoos.
According to Dow Home and Personal Care, EcoSmooth
Silk conditioning polymers do not use the traditional co-acer-
vation mechanisms associated with cationic conditioners. Since
Eco-Smooth Silk is not cationically charged, it uses hydropho-
bic forces, instead of ionic forces, that bind to the hair shaft and
give hair a softer feel.
Later this year, the personal care division will roll out four new
products for hair, skin and sun care. More specifically, there will
be a new UVA protectant, another EcoSmooth offering that addresses manageability, new ingredients for body wash formulations and new skin care actives and active delivery systems.
Genix maintains that all of them will be radically different than
products currently on the market. While the planned launches
are impressive, in the end, it all comes down to the customer
for Dow Home and Personal Care executives.
“We will be customer-driven, not technologically-pushed,”
insisted Genix.“Our three pillars of knowledge, insight and innovation will enable the personal care business to achieve significant growth. We expect to be a top-tier player for
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