Croda targets science savvy consumers with three latest launches

The Yorkshire-headquartered firm will introduce its three latest concepts at the in-cosmetics trade show in Barcelona April 17-19, at the Gran Via exhibition centre.

Hair raising stuff​

At the show, Croda will be introducing its next generation biomimetic keratin, Keramimic 2.0 which offers targeted repair for the most damaged areas of the hair’s surface.

“By combining the best of science and nature, Keramimic 2.0 delivers outstanding hair conditioning and feel,”​ claims the company.

It is joined by hair conditioning agent, KeraDyn HH, which also targets damaged hair, and has been designed to boost the dynamics of damaged hair. The new and patented ingredient enhances fibre alignment and reduces friction between hair strands.

These two new launches come after Croda’s Cystine Hair Smoothing System was launched earlier this year; four hair care formulations designed to create straight, shiny and manageable hair.

Croda will follow up its hair care focus with an innovation seminar on the subject. ‘A New Generation of Technologies for the Treatment of Damaged Hair’ will be presented by Karen Ryan marketing director, Personal Care and Crop Care, and Helene Hine marketing manager, Sun Care & Biotechnology.

Last but not least…​

The third innovation to be presented at in-cosmetics will be Croda’s Collasurge ingredient. Collasurge is a new marine collagen-based moisturising active, which has been designed in response to the surge in consumer interest in collagen.

Also, with sun care taking centre stage as the main theme of the event, Croda will be taking part in the in-cosmetics Solar Beauty Trail.

This will feature globally approved ingredients to create formulations suitable for global trends, locally tailored solutions to comply with differing regulatory requirements needs and socially responsible approaches to inform consumers about the importance of sun protection.