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The era of new hair conditioners

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Hair is the natural crown of beauty and the pride for many consumers. It is one of those elements of the body, people can shape in order to reflect their personality and identity. Hair is definitely considered a gem!

On a daily basis, people expose their hair to external influences such as mechanical manipulation, heat, pollution, UV, etc., generating damage that needs corrective measures. Recently,  market research showed that more than 50% of consumers experience dry hair and 8 out of 10 women report some level of hair damage, due to those external influences.1​ Up till now, the hair care industry has lacked innovative and specialized solutions to really tackle hair’s vulnerability.

Through years of cautious research across the globe, and considering consumer and market needs, Clariant scientists and hair care experts developed a range of first-in-class hair conditioning agents; Genadvance which comprehend: performance, sustainability and cost improvements.[1]​ 

Genadvance Life (INCI: Polyquaternium-116 (and) Butylene Glycol) brings life back to hair. It is particularly efficient for thin and limp hair, delivering volume, shine and a breath of new life into hair. It will not make hair frizzy, can be used in many hair care formats, especially in silicone-free products, and it is very eco-friendly.

The superior level of hair gloss was measured using a formulation containing Genadvance Life at 1.7%, with 4% cetearyl alcohol, 0.3% CTAC (Cetrimonium Chloride), and without silicone, in comparison to formulations with CTAC or BTAC (Behentrimonium Chloride) at active levels of 2%, 4% cetearyl alcohol and 0.2% amodimethicone. It can be seen that silicone-free formulations containing Genadvance Life deliver the same or better level of hair shine than market benchmarks in combination with silicone.

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Additionally, Caucasian hair treated with a rinse-off conditioner containing Genadvance Life had a higher hair volume change (percentage increase from untreated hair) in comparison to a formulation with CTAC and silicone.

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GenadvanceLife provides a superior level of shine in hair revitalizing, silicone-free formulations. Together with a conditioning effect and boosting hair volume, Genadvance Life is the ideal ingredient for hair revitalizing or volumizing formulations.

Our solution for revitalizing hair:

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Hair Types: ​Mature hair - Naturally thin / fine hair

Applications: ​Shampoos, conditioners, conditioner bars

Sustainability: ​Low aquatic toxicity (no labeling) - Fully biodegradable

Key benefits: ​Hair gloss without silicone - More volume - Reduced hair frizz

Genadvance Repair (INCI: Quaternium-98) does what its name promises, making very damaged hair sleek, smooth and healthy again. It also prevents further damage better than current damage-protecting ingredients. Genadvance Repair is probably the most weight efficient ingredient in its class, so very economic to use.

Its efficiency was measured through surface friction of hair treated with a rinse-off conditioner containing 2% Genadvance Repair and and 4% cetearyl alcohol and, for comparison, hair treated with 2% CTAC or BTAC and 4% cetearyl alcohol conditioners. Different types of hair, Caucasian virgin, Caucasian damaged and Chinese damaged were used. The test results show Genadvance Repair delivers the lowest friction coefficient, and thus superior hair smoothness, in comparison to benchmark quats.

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Genadvance Repair was incorporated in a hair conditioner similar to a branded formulation. Its performance in wet detangling was measured on Caucasian damaged hair. In comparison with BTMS (Behentrimonium Methosulfate) benchmark used at 2% active, Genadvance Repair delivers a superior performance at the same level (2%), whereas at reduced level (1.6%) it provides the same effect as 2% of BTMS.

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Genadvance Repair allows formulators to increase performance or reduce the formulation costs.

Our solution for repairing hair damage:

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Hair Types: ​Damaged hair - Weak hair

Applications: ​Shampoos, conditioners, masks and treatments

Sustainability: ​Carbon footprint reduction (concentrated liquid)

Key benefits: ​Better smoothness - Repairs damaged hair - Improves dry detangling - Up to 25% formulation cost saving

Genadvance Hydra (INCI: Lauryl/Myristyl Polyricinoleate and Glycerin) is one of Clariant’s most nature-friendly hair care ingredients, COSMOS approved by ECOCERT, and for consumers who need to take care of their hair’s everyday wear and tear. Coming from a family of natural moisturizers, it delivers a great after-feel on dry hair. Hair feels moisturized and manageable. Because of its properties, it can be also used in products for children.

This pioneer nature-friendly hair conditioner delivers superior conditioning even in silicone-free products, as highlighted by its wet detangling performance on hair after shampoo use. In the measurement of damaged Caucasian treated with a conditioning shampoo, Genadvance Hydra reveals a better performance than typical conditioning ingredients such as polyquat or silicone, making it flexible to replace conditioning ingredients in shampoo.

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Additionally, Genadvance Hydra delivers a conditioned and moisturized after-feel on damaged hair. After the dry detangling measurement of damaged hair treated with a rinse-off conditioner, this front-runner ingredient presented a better performance in comparison with conventional quats such as CTAC and BTAC.

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Our solution for hydrating hair:

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Hair Types: ​Naturally dry hair - Weak hair

Applications: ​Shampoos, conditioners and natural hair care products

Sustainability: ​100% naturally derived - No aquatic toxicity, no labeling - Silicone replacement

Key benefits: ​Hydrated hair - Superior conditioning in silicone-free products - Easier combing smooth after-feel

Clariant is now opening a new era for hair care, enabled with innovative, sustainable and cost efficient solutions to enhance consumers’ identity and personality.

1Clariant & Kantar TNS 2016. Consumer study hair care; Study on 1000 consumers.

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