at the salon with claims focusing more on restoration and hair
aesthetics. Step 3 is a take-home product designed to improve
hair health between treatments.
Croda created Croda Plex, a three-step formulation system designed and proven to provide plex solutions. Formulations and
data for Steps 1 and 2 have been launched first in order to meet
customer demand, with the third step launch coming soon.
The heat-activated Croda Plex system builds bonds upon
blow drying. It increased bond building and improved hair integrity over the superbleached hair control (Figure 1).
Croda Plex also increased bond building and improved hair
integrity over the commercial plex benchmark after Step 2 and
blow drying (Figure 2).
In-house salon evaluations conducted by licensed cosmetologists showed that Croda Plex feels stronger than the
commercial plex after Step 1, with strength being the most
important attribute in Step 1. After Step 2, all wet attributes
rated favorably and comparably to the commercial plex. Wet
feel improved in both systems after Step 2, highlighting the
importance of Step 2.
High Performance Ingredients
Ingredients were selected in the Step 1 and Step 2 formu-
lations based on the desired claims and their performance.
Crodasone Cystine and Keravis are included in the Step 1
formulation to build bonds and strengthen hair. Crodasone
Cystine is a copolymer of the amino acid cysteine and a silane
that covalently bonds to hair to impart conditioning benefits.
Keravis is a powerful hair strengthening active that acts on all
of the three fundamental parameters of hair strength: tensile
properties, bending modulus and cuticle abrasion. These in-
gredients fuel Step 1 performance from an optimized formu-
lation to achieve bond building and improve hair integrity.
The Step 2 formulation includes Crodazosoft DBQ,
Arlasilk PLN, and Crodasone P along with other high perfor-
mance ingredients. The formulation is designed to improve
hair aesthetics, offer color wash fastness, and strengthen and
protect the hair. Crodazosoft DBQ delivers superior soft-
ening, even on aged hair, while defending against cuticle
abrasion and helping to protect artificial color. Arlasilk PLN
delivers excellent color lock benefit and imparts a long-last-
ing, silky feel to hair. Crodasone P offers heat activated cuti-
cle defense, protects against damage caused by blow-drying,
combing and styling, and defends against cuticle cracking.
Considered by many to be a revolutionary treatment, bond
multipliers are designed to build hair bonds and improve hair
integrity. The prospect of bond building has tremendous ap-
peal because hair bonds are broken during the damaging
bleaching and coloring process. US sales of plex systems
reflect that sentiment—they’ve increased 525% in 2015, ac-
cording to Kline & Company. The upward global trend in plex
sales and usage is likely to continue as more consumers be-
come aware of the potential behind plex products.
There’s never been a better time to cater to consumer de-
mand by harnessing the bond building power of the Croda
Plex formulation system. •
About the Author
Denise Costrini is marketing manager, North America for Croda. For
more information on plex, visit crodapersonalcare.com.
Figure 1. Croda Plex signifcantly increases TD v. untreated bleached hair. The
biggest increase realized after blow-drying due to heat-activated ingredients.
Figure 2. Croda Plex signifcantly increases TD v. commercial plex benchmark
after blow-drying due to heat-activated ingredients.
Croda Plex System Builds Bonds Croda Plex System Increases Bond-Building
Over Commercial Plex System