Dow Corning presents new formulations urging consumer to ‘be brave to be happier’

The ingredient supplier launches the campaign every year at the in-cosmetics trade show, and this year it comes under the title: ‘Be Brave. Be Happy’.

The Dow Corning TrendsLab is the result of thorough analysis of what surrounds consumers around the world, identifying major trends that will drive future consumer demand in beauty, and helps the company to create innovative formulations that will help position products to meet these demands.

“This year the theme is ‘Be Brave. Be Happy.’ Being successful in Beauty Care as a specialty raw material supplier requires a lot more than technology and product innovation,”​ says Dirk Soontjens, ‎Global personal care and skin care Director at Dow Corning.

“We help our customers to make all that innovation relevant in consumer products, on an increasingly global scale.”​

New trends, new formulations​

This year’s new formulations for new trends, presented in Paris, are titled: Feel Healthy and Happy; Live Guilt-Free; Be Unconventional; and Be Experimental.

Feel Healthy and Happy is based on feeling good and being positive for all four seasons, and features OO One Oil, which is a clear, multifunctional oil for hair and sun protection applications; as well as Fun‘n’Sun which is a sprayable liquid formulation for both face and body, with SPF 20 and UVA protection.

Live Guilt-Free hones in on feeling desirable, at any age, embracing the grey (or not) and treating oneself.

This trend features a No Shame Night Mask for long-lasting nourishment leaving a powdery and silky smooth feel overnight; and Love Your Grey which is a leave-in conditioner that provides shine and flexibility for styling grey hair, with moisturising and deep conditioning properties.

Thirdly, the Be Unconventional trend focuses on being traditional with a modern twist, and also features two new formulations.

The i-ccentric product is a liquid eye colour, applied with a nail polish type of applicator, designed to be long-lasting and does not dust; while Why Not? is a face or body, black-colour moisturiser which absorbs into the skin without any black residue.

Lastly, the Be Experimental trend, has the most formulations in its arsenal (three) as it encourages trying new things, and sampling products and new looks.

Let‘s Ploppp is a leave-in shaping cream for curly hair providing frizz control and curl definition to natural curly hair; Eau de Champaqne is a two-part sparkling water pack that effervesces and delivers actives; and Lightstrober is a strobing cream which aims to highlight and illuminate the skin.