The inclination of consumers in emerging markets to invest in new products and formats is driving change in the personal care industry.
As a result, Ashland is conducting primary research in these markets to predict the types of ingredients and formulations likely to be in demand in the years ahead.
At the New York Society of Cosmetic Chemists Suppliers’ Day exhibition, Edison, New Jersey, preliminary results from Ashland pinpointed what consumers require from modern hair care and styling formulas in countries such as Brazil, South Korea, and Indonesia.
“Surveying consumers in Asia and Latin America, it is increasingly clear that the tendency toward specific hair care practices, and preferences toward actives of local origin, and next-generation ingredients, serve as essential areas of consideration in new product formulations,” said Linda Foltis, vice president care specialties research and development, Ashland. “Our global technical and marketing teams now have a range of qualitative and empirical data that help Ashland tap into consumer thinking and ingredient preferences in particular markets.”
One of the biggest challenges in emerging markets is in the area of delivery. Without an efficient delivery system to deposit natural oils, proteins, amino acids, anti-dandruff and other popular ingredients onto hair strands, the benefits of these ingredients can be limited. At the show Joseph Dallal of Ashland explained how shampoo and conditioning formulas can be designed to deliver ingredients with greater effectiveness and efficiency than formulas without delivery systems.
