Dow Personal Care debuts inclusive, accessible cosmetic & PBC product collection
Earlier this year, Dow Personal Care, a global business unit of Dow Chemicals, debuted several new ingredient and product launches under the umbrella of its ECOllaboration 2.0 Concepts Collection which “celebrates one of the largest portfolios in the personal care industry that focuses sustainable and high-performance solutions,” and “emphasizes Dow’s commitment to delivering cutting-edge, bio-based ingredients that feature pioneering formats and inspiring formulations,” shared the company’s press release.
The collection launches encompass a wide variety of skin, hair, and sun care products as well as color cosmetics formulated with naturally sourced ingredients that are “crafted with a distinct emphasis on diversity & inclusion,” the release continued. Further, the collection’s inclusive design “embraces ageless, gender-neutral products, while focusing on beauty accessibility.”
The ECOllaboration 2.0 Concepts Collection includes products like the Trust Your Gut mascara, an accessible product which features a “cooling sensation on every application to guide users to prevent smearing of black pigment and get gorgeous volume in a few light strokes,” gender neutral Shape4All volumizing and conditioning hair spray, and Celegreytion hair serum formulated to protect and hydrate grey hair types.
To learn more about the research, formulation, and development process for the ECOllaboration 2.0 Concepts Collection product launches, the potential impact of this collection’s launch of the larger cosmetics and personal beauty care product industries, and Dow Personal Care’s plans for further expansion in the areas of accessibility and inclusivity, CosmeticsDesign interviewed Isabel Almiro do Vale, Global Marketing and Strategy Director for Personal Care at Dow for her insights.
CDU: Can you provide some background information on the development and ingredient formulation behind the launches of Shape4All and Trust Your Gut?
Isabel Almiro do Vale (IAdV): Shape4All is a minimalist formulation with multiple benefits that leaves hair soft, defined, and shiny. This gender-neutral formulation allows for refreshed, volumized, and styled hair.
The packaging includes a braille label to assist visually impaired consumers in checking the product information. Two key Dow ingredients used in this formulation are MaizeCare Clarity Polymer and DEXCARE CD-1 Polymer.
MaizeCare Clarity Polymer is a bio-based and biodegradable polymer with film-forming properties that provides a non-tacky feel when styling, allowing for crystal clear formulations. DEXCARE CD-1 Polymer is a renewable bio-derived polysaccharide that serves as a highly effective deposition aid for benefit agents like silicones or natural oils.
Trust Your Gut is an innovative formulation that aims to provide a joyful and confident makeup application experience. It incorporates a cooling sensation upon every application, guiding the user to prevent smearing of the black pigment.
The main Dow ingredients used in this formulation are CELLOSIZE Hydroxyethyl Cellulose PCG-10 and ACULYN Excel Rheology Modifier. CELLOSIZE Hydroxyethyl Cellulose PCG-10 is a sustainable, nonionic, bio-based, and biodegradable water-soluble high-quality rheology modifier.
ACULYN Excel Rheology Modifier is a hase polymer that offers clear suspension and viscosity building for personal care products, while also exhibiting nice flow properties. Additionally, the formulation includes MaizeCare Clarity Polymer, as in the Shape4All formulation.
CDU: Were there any challenges to the development and launch of the accessible products? If so, what were those challenges and what solutions were developed and implemented to overcome them?
IAdV: One of the primary challenges we faced during the development of the ECOllaboration.2.0 kit was understanding the available accessibility tools in the market that could assist people with disabilities and enhance their beauty routine experience. To address this challenge, we sought input from a group of visually impaired colleagues within Dow.
Through their insights, we were able to determine the appropriate Braille label and a formulation card design containing an embossed QR code, which enabled the content to be read out load, ensuring that individuals with visual impairments could read and access the product specifications effectively.
CDU: What is the potential impact of the accessible beauty product launch on manufacturers and suppliers to the cosmetics and personal beauty care product industries?
IAdV: The launch of accessible beauty products can have a significant impact on manufacturers and suppliers in the cosmetics and personal beauty care product industries. When beauty products are designed to be accessible, they are created with the needs and abilities of people with disabilities in mind.
This can lead to several positive effects, such as improved self-confidence and self-esteem. Accessible beauty products help people with disabilities feel more confident and empowered in their appearance.
Dow, being one of the leaders in the ingredients industry, offers innovative ingredients for multifunctional skin and hair care products. We work closely with our customers, including global and local brand owners, contract manufacturers, and channel partners, to build new ideas for accessible beauty product concepts.
By answering specific consumer needs, accessible beauty is moving from a specific market segmentation to a more democratic positioning. At Dow, we prioritize meeting this consumer need when designing our kits and formulations.
For instance, many women rely on mascaras to enhance their appearance and colored lipstick as a mood booster. But for the right effect, ease of application is needed.
Individuals with conditions like Parkinson’s, multiple sclerosis, arthritis, blindness, and other disabilities although they may have a motor impairment would also benefit from the positive uplift of using these beauty products. However, the lack of precision control can be extremely frustrating, if not impossible, for them.
This is one of the reasons why we decided to introduce an accessible mascara called “Trust Your Gut” as part of our formulations showcased at this year’s Global In-Cosmetics event. This mascara has a cooling sensation on every application which guides users to prevent smearing of black pigment and get gorgeous volume in a few light strokes.
CDU: Are there any plans to develop and launch further accessible products for beauty inclusion?
IAdV: As we move forward, our commitment to diversity and inclusion drives us to continually develop and incorporate more accessible formulations into our future concept collections. Dow’s core values center around ensuring that no one is left behind, and we will actively pursue this objective by expanding our range of beauty products that cater to diverse needs.
Our aim is to foster beauty inclusion and provide accessible options that empower and uplift individuals from all walks of life.
CDU: How do these product launches compare to other accessible options already available on the market for consumers?
IAdV: In our ECOllaboration 2.0 Concept Collections, we have integrated our latest ingredient launches into the accessible beauty formulations. These formulations showcase the latest innovations in ingredient technology.
By incorporating these advancements, our products aim to offer a compelling alternative among the existing accessible options in the market. We are committed to continuously pushing the boundaries of accessibility in the beauty industry, striving to provide high-quality products that cater to the evolving needs of consumers seeking accessible beauty solutions.
CDU: Anything else to add?
IAdV: It’s important to note that Dow Personal Care produces a wide range of products and ingredients for the personal care industry. Dow’s product portfolio includes ingredients such as polymers, rheology modifiers, emollients, surfactants, conditioning agents among others.
These ingredients are utilized by cosmetic and personal care manufacturers to enhance the performance, sensory experience, and formulation stability of their products. Dow Personal Care aims to contribute to the development of safe, effective, and sustainable solutions for the personal care industry.
Furthermore, Dow Personal Care is actively involved in creating comprehensive kits, such as the ECOllaboration 2.0 kit, which are showcased at trade shows and promoted online. These kits serve as sources of inspiration for the industry and foster close collaboration with our customers.
Through these collaborative efforts, we strive to drive innovation, nurture creativity, and deliver solutions that surpass customer expectations within the personal care industry.