According to market size estimates, hairspray product forms still dominate the hair styling market but in a world where variety is key, diversification is growing.
As such, styling products such as creams and waxes resonate well with the consumers who seek trendy and versatile solutions helping them to get the right look, effortlessly.
Therefore, for ingredient suppliers the challenge is to create a product that can be used in a diverse range of styling products, from aerosols and sprays to waxes and mousses.
DSM claims that research into this consumer demand was the foundation of its development of Tilamar Fix A140, its new multifunctional styling polymer.
On top of this, the Switzerland-based business has also launched its own interactive toolkit, ‘Beauty Box’, to display nine different styling product formulations together with the hairdresser tutorials and formulation tips that customers can try out.
DSM says this demonstrates Tilamar’s versatility as it offers the possibility to choose a hair look according to one’s mood thanks to a wide range of new styling product forms such as: ‘Curl Sealing Mousse’ for wavy hair style, or ‘Crystal Clear Styling Wax’ for trendy hair.
“We always strive to deliver dedicated hair products that can turn a ‘bad hair day’ into a good one with ease, because when you look good, you feel good,” says Melanie Waeckel, Global Marketing Manager Hair Care at DSM.
“To showcase DSM’s deep understanding of consumer needs and desires we developed a new Beauty Box ‘What’s your hair mood today?’ It is a perfect solution for those who want to experiment with their hair and express their personality through a hair style.”
The Tilamar Fix A140 hair styling polymer has a range of applications but was specifically designed for ultimate hold and fast drying without stickiness in aerosol sprays.