ASHLAND ADDS A WORKHORSE POLYMER TO ITS
LINEUP, FURTHER SOLIDIFYING ITS PLACE AS AN
EXPERT PARTNER FOR BRANDS THAT WANT TO
THRIVE IN THE $8 BILLION HAIR STYLING CATEGORY.
GREAT CHEMISTRY is always in style—especially at Ashland Specialty Ingredients, which has an extensive arsenal of ingredients that build top-notch hair styling products.
And now Ashland’s product roster is even more robust, as the
company announced the commercial launch of Advantage 4910
polymer, a hair fixative with a long history of use in hairspray
This legacy polymer—known for lending lasting hold, stiffness and humidity resistivity to hairstyles—is included in more
hairspray product launches than any other hair fixative, according
to experts at Ashland. With the addition of Advantage 4910 polymer to its already-deep portfolio of hair styling, conditioning and
fixative products, Ashland now offers manufacturers all of the
major polymers required to produce today’s consumer-desired
Prior to the introduction of Advantage 4910 hair fixative
polymer, only one polymer manufacturer supplied octylacryl-amide/acrylates/butylaminoethyl methacrylate copolymer. Now,
Ashland supplies the technology on a commercial scale, having fully incorporated the polymer into its production system. A
chemical equivalent, the Advantage 4910 polymer may be used in
virtually any aerosol based formulation, across all VOC levels. The
polymer is compatible with anhydrous, hydroalcoholic and 100%
water systems, said the company.
“Aerosol hairspray as a styling format dates back more than 60
years, yet it remains the most popular,” said Dennis Hublitz, sales
director, Ashland Specialty Ingredients. “The product category
continues to advance and diversify to meet changing consumer
and regulatory needs. The Advantage 4910 polymer, a technol-
ogy available for 30 years or more, delivers all of the consumer
benefits one would expect in a traditional hairspray. Including
this polymer within our major portfolio of polymers for hairspray,
such as polyvinylpyrrolidone-based polymers and methyl vinyl
ether and maleic acid (PVM/MA) copolymers, allows us to deliver
a dynamic set of solutions to manufacturers of spray products,
A range of polymers may also be used in conjunction with
Advantage 4910 to enhance the performance attributes that con-
sumers demand from today’s fashion-forward hair styling prod-
ucts. To that end, Ashland works with product manufacturers to
demonstrate how style creation and fixation, along with key at-
tributes such as humidity resistance and long lasting hold, may
be obtained when using the polymer along with one or more of
styling and fixative polymers.
When used as a secondary fixative in select high- and low-VOC systems, attributes such as texture, level of stiffness and
holding time may be enhanced to support specific product
claims, noted Ashland, noting that Advantage 4910 is a highly
formulation-flexible polymer proven compatible with a range of
Ashland’s fixative technologies, such as Aquaflex FX- 64 polymer,
the Advantage LC A/S polymer and PVP/VA copolymers.
On Site Expertise
In January, Ashland opened the doors of its materials science laboratory in Bridgewater, NJ to showcase how Advantage 4910 creates
robust, high-performance styling aid formulations. A select group
of editors were given a glimpse into the facilities and capabilities
that make the company a leading supplier in the $8 billion global
hair styling market.
For example, Ashland showcased its evaluation tool called
Dynamic Hairspray Analysis (DHSA) that measures the impact of
mechanical and environmental stress applied to treated hair fiber
assemblies. Hair is configured into an omega loop, treated with the
polymer solution, dried and subjected to multiple deformations
with a probe at a defined distance.
Christine Esposito • Associate Editor
Today’s popular pompadour hairstyle can be achieved
with aerosol hairspray produced with Ashland’s new
Advantage 4910 hair fixative and polymer blends.