34 HAIR CARE
promote sustainable agricultural practices among the farmers of rain-fed guar used for Solvay active ingredient manufacturing in India’s desert region of Bikaner. SGI has as its aim to empower farmers
with the tools and knowledge to cultivate crops through good agricultural practices that will result in more continuous, high yield production. The programme focuses on improving livelihoods, protecting local resources and ensuring a durable income for guar bean farmers while also incorporating practices limiting the impact of climate change on farming activities. Since its inception, more than 7,300 farmers in 36 villages have registered to participate in the project. Solvay’s efforts also target expanded
inputs for societal decision-making, such as helping women establish kitchen gardens, provide various vegetables for their own families, and maintain a potential secondary income source. This technology lends itself to products
that can satisfy many consumer and formulator values and demonstrate respect for the future of the planet. As a guar- based ingredient derived from renewable resources, it offers a 100% solution that gives a small environmental footprint. Formulators can use it easily and in different types of products to provide real reparation in hair care and long-term consumer satisfaction.
Answering the call for clean beauty Over the past few years, the arrival of a new generation of more informed consumers has revolutionised the way beauty is perceived. The vast majority of today’s consumers have become increasingly aware about, and attentive to, the use of natural-inspired ingredients in their chosen personal care products, driven by today’s Clean Beauty Movement. They inform themselves via social media channels, blogs and various editorial platforms to gain a better understanding of the meaning behind the words on the
Single split end
Drying
Figure 5: Bridging the splits.
International Nomenclature of Cosmetic Ingredients (INCI) list printed on a package. A designation as natural or naturally derived typically results in a product being perceived as purer and safer for consumers and helps create a stronger bond of trust between the consumer and the brand. l Some 31% of consumers say they are hesitant to purchase personal care items when they are confused about the ingredients (Source: The 2017 Label Insight Ingredient Confusion Study, “Confusing ingredients cause shoppers to consider switching brands even if it means paying more”).
l Of those surveyed, 51% of consumers said they would switch to another personal care product if they better understood the ingredients in that product (Source: The 2017 Label Insight Ingredient Confusion Study, “Confusing ingredients cause shoppers to consider switching brands even if it means paying more”).
l A total of 48% of consumers said they are willing to pay more for a personal care product that contains ingredients they understand or recognise (Source: The 2017 Label Insight Ingredient Confusion Study, “Confusing ingredients cause shoppers to consider switching brands even if it means paying more”). Clean beauty has been accelerated by
digital, evidenced by the number of applications intended to encrypt the compositions of beauty products such as Yuka, Codecheck, Healthy Living from Environmental Working Group (EWG), INCI Beauty and more. The goal of these apps is to help consumers make their beauty purchases with full knowledge of the facts, by allowing them to choose products whose formulas are free from controversial products, irritants and allergens and more generally to move cosmetics away from petrochemicals. So, while buyers want products that
make them look and feel good by delivering visible results in terms of performance, they also want to know that these formulations are aligned with their ethics. Supplier transparency around the origin of these ingredients and their impact on the environment is now of utmost concern for consumers. An array of claims such as responsible consumption; ethical sourcing; respect for the circular economy; quick rinse, low-foam, low-water and waterless products; and lower carbon footprint, are now intertwined with concerns around sustainability, consumer safety, biodegradability, ethical testing and a reduced impact on all aspects of the environment. Solvay active technology is ideal as a
formulator’s solution for meeting all these criteria around health, wellness, care and sustainability.
Multi-split end PC
Before treatment PERSONAL CARE GLOBAL
After treatment
Before treatment Figure 6: Single and Multi-split ends before and after treatment (one serum application) by scanning electron microscopy. August 2020
After treatment
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