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Turning into the Volume Trend
Posted: March 5, 2007
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Consumers are Open to the Idea of a Complete Volumizing Regimen
One of the most important ‘take aways’ from the Omnibus study was not found in any one answer but rather all of the data combined. It was inferred that different consumers appear to be open to using a variety of products to achieve a desired level of volume. If consumers are using more than one product to achieve superior volume today, then there may be significant potential to market a complete volumizing regimen that is more efficient as a system of products.
National Starch Personal Care set out to test the theory with a polymer technology incorporated into a system of formulated prototypes. Consumer panels were conducted to determine the efficacy of the prototypes. The prototypes, known as The Art of Volume, demonstrated that hair care product companies have a number of options for commercializing new products that consumers will use.
A System Approach Based on Polyquaternium-4/Hydroxypropyl Starch Copolymer
A series of prototype products included polyquaternium-4/hydroxypropyl starch copolymer as the primary volumizing agent. Polyquaternium-4/hydroxypropyl starch copolymer is a co-processed combination of starch and cationic cellulose, useful in mousse and other systems where ease of combing, feel, anti-static and high humidity curl retention are important. Four formulas were assembled with polyquaternium-4/hydroxypropyl starch copolymer:
1) Volumizing Shampoo, formulated with 1% polyquaternium-4/hydroxypropyl starch copolymer
2) A volumizing conditioner with 1% polyquaternium-4/hydroxypropyl starch copolymer
3) A volumizing mouse containing 2% polyquaternium-4/hydroxypropyl starch copolymer
4) A volumizing gel containing 1% polyquaternium-4
These prototypes were tested as a system in studies that asked participants to use both the shampoo and the conditioner and choose a styling product based on their normal hair care regimen. (Caption 1) The studies showed that the volumization achieved with the system surpassed the volume produced by the participants’ current volumizing regimen. All four product formulas showed comparable or superior volumizing when compared to commercial benchmarks. With the shadow test method, the volumizing shampoo built more than six times the volume of leading commercial benchmarks. The volumizing mousse formula, also tested according to the shadow method, generated almost double the volume enhancement compared to leading commercial benchmarks.