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.

LYNNA PILI, SEGMENT marketing manager, personal care – Clariant North America, comments: “Whether you have a head full of tight curls, loose waves, spirals, zig-zags, coils or a mix of textures, it’s often a challenge toaccess the very specific care that these different types of textured hair require.Thankfully, times are changing, and brands are starting to bring these hair careneeds mainstream.”

She says there are only a few ingredients currently available that can reallyperform the demanding job of caring for textured hair. This makes it challengingfor brands to create formulations that consumers will trust.

“There’s room for innovation and, using the combined benefits of our personalcare ingredients, we can help formulators develop products that resonate withconsumers to love their locks and stay on trend,” she adds.

The Curl Project introduced by Clariant North America aims to take textured hair care to the next level and to fill the gaps in the category by providing inspiration in the form of six market-relevant formulations. These formulations prioritise sustainability and efficacy potential and equip formulators with market data, claims studies and format ideas 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 tensile strength, tendency for brittleness and the low water uptake of 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.”

The Curl Project includes six innovative formulations that are creative in their inception. This is evident in the Curl Revival gently clarifying cowash, 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 was used as part of one of the formulationsto improve manageability, while PlantasensOlive Squalane delivered a soft and conditionedafter-feel. This 100% olive-derived emollientoffers a premium silky sensation.

• Curl definition – Featuring the innovativeconditioning agent Genadvance Life, qualitativeand quantitative studies demonstratedreduced frizz and improved curl definition,

Clariant – www.clariant.com The Curl Project – https://bit.ly/2OODugs