Croda gears up for In-Cosmetics

Related tags Hair care Protein

Croda is to unveil a number of new value-added concepts, including
a series of naturally derived ingredients, at the forthcoming
In-Cosmetics show, to be held in Berlin next month, reports
Simon Pitman.

The new ideas being shown publicly for the first time will include: KeraMax+, a conditioner concentrate which is said to deliver designer hair care; Prolevium, a natural cottonseed protein for gentle skin care; Crodafos HCE, a hair colour enhancer; and Incroquat 18-MEA-40, a substantive quaternary conditioning agent derived from 18-MEA, a natural hair lipid.

KeraMax+ has been developed to deliver premium sector performances and has also been tested in hair salons.

Karen Ryan, recently appointed marketing manager for personal care, said, "Conditioners represent the fastest growing sector within hair care, showing 8.4 per cent year-on-year growth. Consumers are choosing appearance over convenience and are prepared to invest more time - and money - on their hair. As a result, premium sector and intensive conditioners are driving growth. In response Croda is launching KeraMax+ to allow our customers to compete in the designer/premium sector, even on a tight budget".

A variety of hair care actives can be added to the system to create a tailor made range catering for diverse hair care needs. The range comes complete with a claim substantiation package, with scientifically proven efficacy for each variant.

Prolevium, a natural cottonseed protein hydrolysate, is aimed at gentle skin care applications. Croda says that due to its mildness and counter-irritancy benefits, the ingredients allows for softness, comfort and purity for fresh white cotton.

As a low molecular weight hydrolysed protein, it is capable of penetrating the stratum corneum to help moisturise, nourish and protect the skin from within. Prolevium is also substantive, providing an enhanced skin feel and long term conditioning benefits, even from wash-off systemsm Croda claims.

The company is also aiming to muscle in on the thriving hair colourants market, where it is concentrating on permanent colorants. With this aim the company is launching a hair colour enhancer at the show, claimed to provide richer, more vibrant hair colour that last longer.

Based on the company's exisiting phosphate ester technology, Crodafos HCE is designed to deliver dye intermediates deeper into the hair cortex, which is said to result in greater depth of colour and enhanced wash-off resistance. The company's testing has also proven that the ingredient provides protection during the dyeing process, helping to maintain the hair's natural hydrophobic properties.

Also aimed at the hair care category, Incroquat 18-MEA-40 is a substantive quaternary conditioning agent, derived from 18-MEA, which offers a biomimetic route to lipid replenishment from root to tip. This patented conditioning agent aims to help to restore hair to its natural hydrophobic state and is proven to reduce the tangling associated with damaged hair.

"No hair care range is complete without the promise of hair repair. This new quaternised addition to our patented 18-MEA range now offers enhanced functionality for shampoo systems too,"​ said Ryan.

"18-MEA is bound to the surface of the hair and is pivotal in creating a lubricious film on the hair fibre, which protects the hair from external attacks on the hair's condition and appearance. Stress on the hair, such as chemical treatment, combing, styling and environmental hazards such as UV rays can deplete this fatty layer, making the surface more hydrophilic. Incroquat 18-MEA-40 helps to rejuvenate and maintain hair by enriching its natural lipid content."

Croda​ will also be showing current skin and hair care products including range of lanolins and derivatives, which is currently a strong performer for the company in a number of personal care applications.

In-Cosmetics​ will be held in Berlin, Germany from April 12-14 and will feature over 330 exhibitors from all over Europe, The Americas, Asia and the Middle East.

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