Dow: Redefining beauty for diverse consumers

At in-cosmetics Asia, Dow presented a new concept collection of hair care and skin care solutions inclusive of consumers’ varying religions, ages, gender identities and ethnicities.

The company’s beauty RE.DEFINED collection of gels, washes and creams contain bio-based ingredients and highlighted fun, surprising textures that help all consumers show off their individual characteristics to feel their best, most confident selves. Featured products in the collection include:

- Style Me, Nature!: A natural hair styling gel that offers temporary grey hair coverage while moisturizing and providing a cooling, refreshing effect. Using the natural power of corn, Dow’s recently launched MaizeCare™ Style Polymer plays a surprising, yet key role in the product.

- Slimy Cleanie: This body and facial wash boasts a fun slime-like texture powered by a unique combination of Dow ingredients. The unexpected texture is sure to delight and will leave skin feeling moisturized and smooth.

- Smooth my Neck: Consumers can smooth out lines on the neck and décolleté to hide imperfections with this cream gel, featuring Dow AgeCap™ Smooth Cosmetic Ingredient to help soften the appearance of wrinkles. The light and airy gel is easy to apply, leaving a luxurious, silky feel and boosted confidence.

- Me Myself & I: Three tubes in this customizable kit provide sun protection and anti-aging benefits thanks to Dow’s EPITEX™ 99 Polymer, a new water-based film former that utilizes silicone acrylate technology to deliver long-lasting wear performance and a solution ideal for mass market cosmetics. These tubes can be combined to consumers’ optimal mix of protection and pampering, customized to their own unique lifestyles and desires.

“For consumers in the APAC region, diversity is not just a fleeting trend, but a way of life that brands must honor and serve,” said Mahalia Soediono, Commercial Director, Southeast Asia, Australia & New Zealand, Dow Home & Personal Care. “As we see the market start to respond to these growing demands for personalized products, we’re delighted to offer solutions that help brands become more inclusive and redefine beauty standards for their unique consumers.”

Dow also showcased hair and skin care solutions that offer ultimate styling control, moisturization and long-lasting protection for a diverse consumer market, including:

- My Frizz Away: This flyaway hair wand offers a convenient way to tame frizz, leaving touched-up hair with a smooth feel. DOWSIL™ 556 Cosmetic Fluid helps this formulation enhance shine for a variety of hair types.

- Gorgeous Locks: A leave-on hair lotion that delivers a unique satin feel while taming frizz and boosting hair shine. The addition of DOWSIL™ 3901 Liquid Satin Blend creates a smooth texture to the formulation.

- Forever Fresh: Dow EPITEX™ 99 Polymer provides excellent rub-off and sebum resistance to this water-based deodorant stick, providing a fresh effect in a non-whitening, long-lasting manner.

- Young Overnight: This moisturizing overnight mask is easy to apply, and the AgeCap™ Smooth Cosmetic Ingredient promotes radiance to deliver a skin smoothing effect.

- Cheer Me Up: The vibrant orange color of this wrinkle-masking cheek and eye stick is made possible by the uniformity and color-boosting properties of DOWSIL™ SW-8005 C30 Resin Wax, along with other Dow ingredients which enable minimal transfer and mask signs of wrinkles.

“Consumers no longer wish to conform to one standard of beauty, instead they seek products that cater to their unique lifestyles and have a reduced environmental impact,” said Cedric Toh, Marketing Manager, Southeast Asia, Australia & New Zealand, Dow Personal Care. “Our beauty RE.DEFINED collection delivers sustainable, individualized solutions for an increasingly diverse consumer base, empowering brands to embrace a new age of authenticity and inclusivity in the personal care market.”