Caring for tresses, kinks and curls

multi-ethnic hair care regimensThe multi-ethnic hair care market is booming. To meet consumers’ diverse hair care needs, Symrise has launched a variety of new and adaptable solutions suitable for use in Africa, the United States and Brazil.

Ethnic consumers, both in emerging and mature markets, are increasingly driven by a sense of pride and self-affirmation. They are known to express themselves through their hair styles. These consumers do not identify with one ethnicity. They look for products that work well with their hair type and texture without focusing on strict Ethnic limitations. These findings are among the latest consumer insights from Symrise borne from its Beauty+ programme, which is an unparalleled collaboration between the company’s cosmetics ingredients and fragrance divisions.

Since establishing a state-of-the-art global hair care centre in São Paulo, Brazil in 2012, Symrise has renewed its activities in hair research to remain a leader in integrated product solutions for the global hair care market. Symrise selected this location for the centre because Brazil is the second largest market for hair care products in the world with the broadest variety of hair types available for study. At this location its R&D teams develop and test ingredients, blends, and formulations to ensure peak performance and efficacy as the end result. Thanks to the easy access to all hair types, these teams can work efficiently with global impact.

‘The specialised equipment we are using is found in only a handful of companies around the world, placing Symrise at the forefront of hair care innovation,’ says Marcia Paula, global product director for hair care and cosmetic ingredients at Symrise. ‘Studying the effects of cosmetics ingredients on the hair fibre, as well as tensile strength, combability, shine, damage and protection, and the interaction of hair and fragrances, enables our company’s researchers to pinpoint the most effective solutions to common hair issues.’

What ethnic consumers want from hair care.

Making meaningful connections

With Beauty+, Symrise follows its long-term vision to offer 360° solutions combining fragrances and cosmetics ingredients. After introducing the first Beauty+ solutions in the sun care, skin brightening and deodorant categories last year, innovation experts across divisions and regions have collaborated to develop targeted active products for multi-ethnic hair.

Tested combinations of cosmetics and botanical ingredients have been harnessed to provide real results and sensorial benefits.

These include:

This extensive R&D has seen Symrise establish three programmes, which address common issues in the most popular hair styles among multi-ethnic consumers.

Targeting the hair shaft

Symrise presented two new approaches to hair care at in-cosmetics Latin America, which took place in São Paulo from 5 to 6 October. This included the launch of the KeraSym family of active ingredients to nurture and protect hair, and the promotion of its Beauty+ multi-ethnic hair care programme, which targets the needs of various Ethnic hair types.

‘Both initiatives demonstrate the power of Symrise’s multi disciplinary collaboration approach,’ says David Silverman, global head of the shampoo category at Symrise. ‘We start with sharp consumer insights from our recent global hair care study feeding our innovation pipeline, in order to develop products that meet a real and timely need of the fast evolving hair care market.’ KeraSym Shape and KeraSym Shield are the company’s new ingredients for hair care products.

KeraSym Shape is particularly suited to all types of curly hair, including relaxed or chemically straightened hair. With its special care formula, the combination of wheat bran extract, camellia oil and special emollients increases the breakage resistance of dry curly hair, while smoothing out frizzy, rebellious hair, and taming voluminous and kinky curls. The second product, KeraSym Shield, was developed to protect hair from damaging environmental effects. It combats pollution deposits, boosts shine and improves hair’s combability and resistance. 


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