Soft Silver Hair: reformulating beauty for older, wiser consumers
As niche and multinational brands alike cater to mature consumers in more nuanced ways, ingredient makers like Croda are eager to support product development that make good sense in the expanded marketplace.
Every age and stage
Hair care, skin care, and cosmetics consumers come in all ages. And, brands and suppliers are repositioning and bolstering ingredient portfolios to serve their diverse needs.
“As we age, biological processes change resulting in real differences in hair quality,” says Denise Costrini, Marketing Manager – Hair Care, Croda North America, in a statement touting the advantages of Crodazosoft DBQ conditioning ingredient.
“Customers are looking for proof-in-performance to deliver solutions at all life stages to meet changing consumer needs,” she adds.
Well-conditioned consumers
Ultimately, judging the efficacy of a product falls to consumers. When it comes to hair conditioning products, Croda’s own research suggests that consumers believe that soft hair is moisturized hair.
“When consumers seek to condition their hair, they are often looking for softness to the touch as a sensory cue for hair that has become moisturized,” confirms the company’s latest media release.
Formulaically established
Croda’s ingredient is not new. The company is adjusting to market forces and the robust demand for products that meet the expectations of mature consumers.
Earlier company data on Crodazosoft DBQ shows that the conditioning ingredient softens unprocessed as well as dyed hair. “Now [it has] been shown to provide consumer-perceivable softening benefits on grey hair as well,” according to Croda.
“The test results showed that the softness of the grey hair treated with the Crodazosoft DBQ conditioner was more than double that of the industry benchmark,” explains the company in a media release about the latest in-house data on Crodazosoft DBQ.
