COVER STORY: ASHLAND ADVERTISEMENT FEATURE SLES/CAPB Blank, without softhance™ mr, from 60s-600s


50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0%


42% 30.2% SLES/CAPB Blank, with softhance™ mr, from 60s-600s


7


Negative control (no polymer)


2% antaron/ganexTM soja glyceride


Maximum foam volume


Figure 3: In vivo SPF boosts in mineral formulation


beauty products that combine many functions. With the developing “skinification” trend has evolved considerably over the last two years, consumers are seeking these new benefits going beyond hygiene. Harnessing the power of soy and glycerin,


Ashland created softhance™ mr, a sustainable conditioning agent. It is nature derived, biodegradable, non-microplastic, non-GMO, and vegan suitable. This unique complex of the transformed vegetable oil and glycerin, deposits on the skin during washing. Softhance™ mr helps skin retain moisture, leaving skin feeling conditioned and soft after rinsing and is a sustainable option to deliver conditioning benefits beyond body washes to hand soaps, facial cleansers, and more. Additionally, softhance™ mr has shown


improvement in foam characteristics in surfactant systems creating a more creamy, tighter foam structure that is positively associated with high-end cleansing formulations (Figure 4). Softhance™ mr is easy to use, it requires no neutralization and no heat to incorporate into formulations so it can be used in a cold process. Softhance™ mr has excellent formulation


versatility and can be used to make clear formulations in a variety of different systems since it is compatible with both anionic and non-ionic surfactants and usable over a wide pH range (Figure 5). Perhaps, most importantly, consumers can feel a difference after washing with formulations


Decyl Glucoside Coco Glucoside


Disodium


cocoamphodiacetate/ Cocamidopropyl betaine


Disodium Cocoyl


Glutamate/Sodium Cocoyl Alaninate


Sodium Olefin Sulfonate/


Cocoamidopropyl betaine


Sodium Laureth sulfate/ Cocamidopropyl betaine


Figure 5: Clarity and compatibility of 1% softhance™ mr conditioning agent in various surfactant systems When you consider that Ashland’s


containing softhance™ mr with 12 out of 14 people noting a conditioning difference during washing and 13 out of 14 people choosing the formulation with softhance™ mr for dry skin conditioning (Figure 6) Incorporation of softhance™ mr into your formulation provides an easy, natural way to elevate cleansing with ordinary body washes into a more functional and aesthetically pleasing consumer experience.


Skin conditioning preference (14 panelists) Cleanser without softhance ■ Cleanser with 1.33% softhance ■


100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%


86% 93%


Transformed Vegetable Oils platform can leap industries, something even more important comes to light. TVOs- carry an equal amount of transformational impact for manufacturers in personal care, architectural coatings, pharmaceutical and crop care applications. This four-in-one multifunctional platform sets the standard for dynamic, next generation high-performing products for consumers and unlocking organic growth for manufacturers. Ashland solvers are eager to work with


you on your most complex challenges to provide practical, long-lasting solutions that will support your expansion. Join us on this adventure and explore a world of sustainable solutions. Together, we can responsibly solve for a better world. To learn more or request a sample, please visit ashland.com/platforms and ashland.com/personalcare.


14% 7% Wet skin conditioning Dry skin conditioning Figure 6: Consumer preference for wet and dry skin conditioning with softhance™ mr conditioning agent www.personalcaremagazine.com


Ashland 500 Hercules Road, Wilmington, DE 19808, USA www.ashland.com


October 2024 PERSONAL CARE Sample SLES/CAPB BLANK (12960-31-4) SLES/CARB 1,5% softhance™ mr (12960-31-2)


Vfoammax 56.3 55.0


Final counter mm2


Bcfinal 11.518


28.375 Final


bubble area MBAfinal


86822 35242


Final average bubble radius


Ravgfinal 145 94


Figure 4: Foam improvement with 1.5% softhance™ mr conditioning agent in a 10/5 SLES/CAPB system


PC


SPF


SPF boost


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