ETHNIC CARE
Confident about curls There is a global movement to embrace naturally curly hair with the universal concept of beauty fast becoming a thing of the past. Evonik offers innovative solutions to meet the demands of consumers based on their specific hair type while respecting their individuality.
C
urls are the new normal in beauty. Globally, the demand has increased significantly for hair care solutions
that address the needs of curly hair. According to Google, ‘curls’ has become the term most frequently searched when it comes to hair care, finding the best products for curl styling and avoiding hair straightening. Mintel conducted research in Brazil to understand the different hair types of Brazilians and found that nearly 70% of women have naturally wavy, curly or kinky hair. As for the US, which is
Table 1: Curl types and concerns Curl type
Characteristics Problems
Desired claims
Wavy 2 ABC Oily scalp and Frizz and split dry ends ends can occur
• Purifying shampoos • Damage-repair conditioners • Anti-frizz leave-ins • Lightweight sensory
Curly 3 ABC Oily scalp and Very fragile and • Conditioning shampoos water-free system offers mild cleansing with a nourishing after-feel. It works like a face This dry ends thin, hair breaks • Fortifying and moisturising wash yet is effective in cleansing hard-to-remove makeup easily due to the • Curl definition elliptical format • Volume control and enhancing Kinky 4 ABC Sensitive scalp Breaks easily and dry ends and cannot be combed dry
• Cleansing conditioners • Scalp soothing • Curl definition • On-the-go styling
considered the number one market for hair care worldwide, nearly eight out of 10
scalp care systems for a more balanced
from gentle cleansing shampoos
African American consumers wear their
scalp and healthy hair.
to deep conditioning and repairing
hair natural and prefer products made
solutions to keep their scalp and hair
A SOLUTION IN THREE STEPS
looking healthy. Based on the most
Evonik has developed a three-step
relevant attributes demanded by
in Table 1, consumers with curly hair
approach to meet the specific needs of
curly consumers, Evonik offers three
demand tailor-made solutions based on
curly hair.
formulations for everyday use. The no-
their curl type. Taking these variations into
1. Transition phase: This is when
rinse everyday refresher formulation for
exclusively for their hair type. Among the different curvatures noted
account, it’s quite clear that consumers
individuals decide to stop chemical
on-the-go wipes consists of Tegodeo
are looking for products that fit best with
straightening to return to their natural
CW 90 E, Rheance One and Verstatil
their personal needs.
hair texture. For this phase, Evonik
MBO, enabling easy and high-
offers three formulations, including a
performing cleansing. Damage repair
SCALP CARE GAINS MOMENTUM
purifying cleansing shampoo featuring
antidote is a premium conditioner to
Because their scalp tends to be more
Varisoft EQ 100 and Abil ME 45 MB;
restore damaged and fragile hair; it’s
sensitive, consumers with curly hair
a scalp shield hair tonic enriched
enriched with a combination of two
require scalp care solutions as a first step
with Hairflux, Tego Cosmo C 100 and
readily biodegradable conditioning
in their hair care ritual. This has seen an
Tego Cosmo P 813 MB to soothe a
agents – Varisoft EQ 100 and Varisoft
increase in ingredient innovations that
sensitive scalp and provide added
EQ 65 MB – as well as Tego Cosmo C
cross over from face to scalp care.
barrier protection; and a high-oil mild
100, an amino acid derivative that
cleansing scrub; which acts as an
improves the mechanical properties of
ABC hair types and textures, as these
exfoliating shampoo with surprising
stressed hair. Gently cleanse sulphate-
consumers generally complain that, after
foam and delicate cleansing. This
free shampoo is a very mild and clear
washing their hair, it takes more than a
scrub contains Tego Sulfosuccinate DO
formulation especially suitable for curly
day for their scalp to return to completely
75 and Rewopol SB FA 30 B.
hair. It contains a combination
Scalp care is highly relevant to 4
dry, creating an ideal environment for
2. Everyday routine: Curly consumers
of Rheance One and Rewoteric
bacterial growth. Based on this, brands
have unique demands and can use
AM C for mild cleansing and Verstatil
must offer antimicrobial and purifying
up to six different products daily,
SL non-GMO, which is an easy-
10
| QUARTER 2 2020 | P C Africa
