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Need (Improved) Long Wear?

Contact Author Jennifer Novoseletsky
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Group selfie

In the visual culture we live in today, looking good at all times has almost become mandatory among consumers. With social media, “selfies” and smartphone features like FaceTime, the digital age has created an obsession to look camera ready for any occasion—at any time. This desire for “pixel perfect,” professional results has required cosmetic products of all kinds to provide exceptional performance.

Concealed blemishes, masked skin imperfections and flawless skin appearance are now the norm among the benefits that products provide. In addition to these benefits, cosmetic products must also have extended-wear properties to last throughout the day and sometimes night as the consumer does not always know when the next group “selfie” is going to happen.

This, combined with the active lifestyle of many, and improved long wear becomes even more important as consumers do not have time to continuously reapply products. The challenge is to not compromise long wear performance with product comfortability. If a cosmetic product is going to be worn throughout the day, then it should be comfortable for the consumer too.

Film-Forming Benefits

Sticky, tacky, cracking and drying are just some of the issues that arise for many “long-wear” products on the market today, usually containing trimethylsiloxysilicate. Trimethylsiloxysilicate, also known as TMS or MQ—a highly cross-linked silicone resin— is used for its film-forming properties. It provides a variety of benefits such as holding pigments in place for extended wear in color cosmetics as well as and providing water-resistance in sun care formulations.

While this resin has its advantages, MQ materials still need improvement for enhanced formula performance and feel. Standard MQ resins form a hard, brittle film that can feel uncomfortable and be drying on the skin. These unwanted effects limit the potential of extended-wear formulations. With extended-wear categories only continuing to grow, the desire to improve MQ-like materials becomes even greater. The impact of visual culture requires a long-lasting effect with comfort.

Need (Improved) Long Wear? resolves this without sacrificing performance by offering more flexible and durable Granresin film formers.

Protecting Skin

Sunscreens are no longer the only mode of skin protection in cosmetic formulations. Worsening air pollution in urban areas throughout the world has created the demand for products that protect against pollution and environmental aggressors. The skin’s ability to defend itself against pollution is limited and unprotected daily exposure to such elements has detrimental effects that cause premature skin aging.

To combat these harmful conditions, formulations need to include a protective shield, such as Granresin film formers, which prevent direct contact to the skin. The barrier-type function of Granresin film formers can help repel dirt and debris from damaging the skin for an “anti-pollution” effect. As the same with visual culture, “anti-pollution” formulations will continue to rise in popularity and will need the same extended wear properties with comfort.

Need (Improved) Long Wear? features innovative film formers designed to provide enhanced product performance and comfortability in visual culture, anti-pollution and in skin care, color cosmetics, sun care and hair care applications.

The impact of visual culture requires a long-lasting effect with comfort. Need (Improved) Long Wear? resolves this without sacrificing performance by offering more flexible and durable Granresin film formers. Introducing hybrid Granresin MQI-2450 and Granresin MQI-T50, water-coated Granresin SiW-MQIZ, and sol-T Granresin PMSQ-Fluid.

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