Momentive adds multi-functional hair care silicone to portfolio

The launch is in line with growing demand for increasingly functional silicone-ingredients as manufacturers launch more diverse products, particularly in the hair care market. The company, which was formed following the sale of GE's Advanced Materials business to Apollo Management at the end of last year, says that Silsoft also offers sensory benefits, including low tack, quick dry and naturally flexible hold, even in very humid conditions. The product is aimed at hair care manufacturers marketing a range of styling products for frizzy and curly hair, as well as providing increased manageability. This falls in line with the 'micro-segmentation' of the market, which has led to increasingly niche and targeted products. Amongst its application, Silsoft has been designed for use in pump sprays, spritzes, hair styling gels, styling mousses, smoothing creams, together with lotions, spray gels, pomades and glazes. Market researcher provider Euromonitor has pointed out that one of the most significant driving forces in the $5bn-plus global hair care market is the microsegmentation of the market, as consumers seek out products that address their specific hair care needs. In turn this has also led to a great deal of opportunity for ingredients providers, who have found themselves working flat out to develop products that suit the increasingly ambitious aims of formulators. "By developing a silicone-based material for hair styling applications, we are giving out customers a way to offer consumers hair styling products with many enhanced sensory and performance benefits," said Beatriz Blanco, global marketing manager, Momentive Performance Materials.