HAIR CARE
Curl Project brings
textured hair care needs mainstream
Clariant’s The Curl Project goes from root to tip, targeting textured and curly hair with the specific moisturisation and care it craves to looks its best, naturally. This new regimen of inspirational care formulations prioritises consumers’ needs for frizz control, manageability and repair, and they are proven to deliver.
L
YNNA PILI, SEGMENT marketing manager, personal care – Clariant North
EFFECTIVE, SUSTAINABLE FORMULATIONS
America, comments: “Whether you have a head full of tight curls, loose
The Curl Project introduced by Clariant North America aims to take
waves, spirals, zig-zags, coils or a mix of textures, it’s often a challenge to
textured hair care to the next level and to fill the gaps in the category
access the very specific care that these different types of textured hair require.
by providing inspiration in the form of six market-relevant formulations.
Thankfully, times are changing, and brands are starting to bring these hair care
These formulations prioritise sustainability and efficacy potential and
needs mainstream.”
equip formulators with market data, claims studies and format ideas
She says there are only a few ingredients currently available that can really perform the demanding job of caring for textured hair. This makes it challenging for brands to create formulations that consumers will trust. “There’s room for innovation and, using the combined benefits of our personal
centred on a variety of natural active and functional ingredients. “Each nature-derived ingredient is expressly chosen for its proven, recognised performance, such as moisturising or strengthening, to overcome key challenges in this category. These include intrinsic low
care ingredients, we can help formulators develop products that resonate with
tensile strength, tendency for brittleness and the low water uptake of
consumers to love their locks and stay on trend,” she adds.
textured and curly hair,” explains Hima Sadavrati, claims substantiation specialist, personal care – Clariant North America. “As the trend grows for embracing the natural beauty of textured hair, repair and cleansing benefits come to the fore to detox, detangle or reduce damage from heat and other harsh treatments.”
PRODUCTS CRAFTED WITH CARE The Curl Project includes six innovative formulations that are creative in their inception. This is evident in the Curl Revival gently clarifying co-
Protect your formulations with cosmetic preservatives from ISCA UK, proudly distributed in South Africa by Chempack Industries.
Chempack Industries | Contact: Linda Thieme | 083 600 0167 / 064 610 2736 | Email: linda@cpack.co.za | Website: www.cpack.co.za
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QUARTER 1 2021 // P&C AFRICA
wash, which is featured in Table 1. This and the other five formulations have been substantiated on study-critical hair tress curl types 3, 4 and 5 (i.e. standard and loose to S type, etc.). Key focus was given to tests that assessed the following claims: • Frizz control – Thanks to Clariant’s most nature-friendly moisturiser Genadvance Hydra, the quantitative and qualitative studies showed significantly less frizz while leaving hair moisturised. • Combability testing – The Genadvance Repair conditioning agent
A salon demo was performed on a mannequin using Clariant’s new Curl Revival gently clarifying co-wash
