Re-invent Conditioningwith Dow Personal Care

In Cosmetics, Milan

31st March 2011Frédéric de la Torre, European Technical Service Leader

EcoSmooth™ Silk

EcoSmooth™ Silk provides Personal Care brand owners an

alternative to silicone in shampoo formulations.

conditioning and EcoSmooth™ Silk provides equivalent conditioning and

hair strength, and superior volume at competitive price

levels.

EcoSmooth™ Silk at a GlanceAppearance Milky white dispersion in water

(40-44% solids)

Particle size ~1 micron

INCI Name Ethylene/Octene Copolymer (and) Ethylene/Sodium Acrylate Copolymer

Water

Polyolefin

Stabilizing Agent

Viscosity <500 cPs (Brookfield at 25°C)

Neutralized Sodium Hydroxide

pH 9.2-10.5

Recommended use level ~1% solids basis

Stabilizing Agent

EcoSmooth™ Silk is a proprietary combination of polyolefin and acrylic platforms.

It is sulfate-free and EO-free

Competitive Comparison Studies

Show Conditioning, Strengthening, & VolumeShow Conditioning, Strengthening, & Volume

benefits for EcoSmooth™ Silk vs. Silicone

• Each panelist evaluates 1-2 sets of hair tresses and are asked which they prefer (comb

and feel).

• It is a single blind study – panelists do not know which tresses are treated with which

formulation.

• Separate tresses are used for wet and dry hair evaluations.

• Dry hair panelists – also asked which tress has more volume.

• Dry hair tresses air dried.

• Minimum of 10 evaluations needed.

Panel Studies - Procedure

• Minimum of 10 evaluations needed.

• 80% preference is considered statistically significant for a forced choice test.

5

Dedicated comb

Hair tress

Dow Panel Study

EcoSmooth™ Silk matches silicone performance on Asian hair in panel tests.

100

1% Dimethicone

1% EcoSmooth Silk

Panel Test on Asian Virgin Hair

Dow Panel Study

Asian Virgin Hair

ALES/ALS/Betaine/CMEA,

0.25% Cationic Guar

20 Asian Panelists

0

20

40

60

80

100

Wet F

eel

Wet C

omb

Dry

Com

b

Dry

Fee

l

Vol

ume

% P

an

eli

sts

Wet Comb Test Procedure

Wet Combability of Shampoo

Combing Force of Hair (Before vs After Treatment)

600

800

1000

1200

1400

1600

Load

(gm

f)

Before Treatment

After Treatment

7

%WC reduction = [(WCF control - WCFshampooed)/WCFcontrol ]x 100

control– without shampoo treatment; shampooed-- after shampoo treatment

0

200

400

600

1 90 179

268

357

446

535

624

713

802

891

980

1069

1158

1247

1336

1425

1514

1603

1692

1781

1870

Extension (%)Lo

ad (

gmf)

Dow Objective Wet Comb Study

EcoSmooth™ Silk wet-comb performance is similar to silicone on Asian hair.

80

100

Co

mb

Fo

rce

Re

du

ctio

n %

Wet Comb Force Test on Asian Virgin Hair

Dow Objective Wet Comb Study

Asian Virgin Hair

ALES/ALS/Betaine/CMEA, 0.25%

Cationic Guar

1%

Dimethicone

1% EcoSmooth

Silk

0

20

40

60

80

Co

mb

Fo

rce

Re

du

ctio

n %

Dow Panel Study

EcoSmooth™ Silk also performs on par with silicone on damaged European hair.

100

1% Dimethicone

1% EcoSmooth Silk

Panel Test on European Damaged Hair

Dow Panel Study

European 8-hr Bleached Hair

SLES/DSCADA, EGDS,

0.25% Cationic Guar

10 U.S. Panelists

0

20

40

60

80

100

wet f

eel

wet c

om

b

dry

feel

dry

com

b

Vol

ume

% P

an

eli

sts

Dow Panel Study

EcoSmooth™ Silk performs on par with Large Particle Size Silicone on virgin European hair.

100

1% Silk No difference 1% LPS

Panel Test on European Virgin Hair

Dow Panel Study

European Virgin Hair

SLES/CAPB, EGDS,

0.25% Polyquaternium-10

10 European Panelists

0

20

40

60

80

100

Dow Panel Study

EcoSmooth™ Silk performs on par with Small Particle Size Silicone on virgin European hair.

Panel Test on European Virgin Hair

100

1% SPS No difference 1% Silk

Dow Panel Study

European Virgin Hair

SLES/CAPB, EGDS,

0.25% Polyquaternium-10

10 European Panelists

0

20

40

60

80

100

Independent laboratory testing confirms EcoSmooth™ Silk performance.

60

80

100

% R

ed

uct

ion

in

Pe

ak

Lo

ad Wet Comb

60

80

100

% R

ed

uct

ion

in

No

.

Bro

ken

Fib

ers

Dry Hair Breakage Reduction

Dimethicone

EcoSmooth

Silk

0

20

40

% R

ed

uct

ion

in

Pe

ak

Lo

ad

Independent Laboratory Test

SLES/DSCADA / 0.25% Cationic guar / EGDS

Bleached European brown hair

Dimethicone EcoSmooth

Silk

0

20

40

% R

ed

uct

ion

in

No

.

Bro

ken

Fib

ers

EcoSmooth™ Silk provides better volume, suggesting less build-up than silicone

Panel study evaluating volume after 10 washes.

SLES-2/DSCADA + 0.25% cationic guar + 2% EGDS80

100Build-Up on Hair

EcoSmooth™

Silk

SLES-2/DSCADA + 0.25% cationic guar + 2% EGDS

European Virgin Brown hair

Wash and air dry 10 times

10 panelists

0

20

40

60

% P

an

eli

sts

Dimethicone

EcoSmooth™ Silk provides better foam volume and less foam reduction

500

600

700

800

900

1000

1% Dimethicone

1% EcoSmooth Silk

Foa

m V

olu

me

(m

l)

Effect on Foam

Foam volume after 3 minute test

Silicone:SLES-2 / DSCADA / 0.25% Cationic Guar /

0

100

200

300

400

500

Initial 3 min

Foa

m V

olu

me

(m

l)

SLES-2 / DSCADA / 0.25% Cationic Guar / 1% DC2-1491 / 2% EGDS

EcoSmooth™ Silk: SLES-2 / DSCADA / 0.25% Cationic Guar / 1% EcoSmooth™ Silk / 2% EGDS

Formulation with EcoSmooth™ SilkEcoSmooth™ Silk can be formulated into most standard surfactant systems

SLES/CAPB ALES/CAPB ALS/CAPB SLES + SLS / CAPB (Cocamidopropyl betaine)

High temperature stability of Silk in formulations requires:• Viscosity > ~5000 cP• Suspension aid

Formulation tipsFormulation tips• Recommend EcoSmooth™ Silk be added at room temperature, after all heating stepsand before reducing pH

Shampoo + cationic guar

+ Silk + EGDS

Shampoo + cationic guar

+ silicone + EGDS

Phase Trade Name % Wt. INCI / CTFA Name Supplier % active

A

Deionized Water 50,00 Water / Aqua -

Versene™ 100 XL (EDTA 38,4%) 0,26 Tetrasodium EDTA Dow Chemical 0,1

EcoSmooth™ 100 0,25 Guar Hydroxypropyltrimonium Chloride Dow Chemical 0,25

Citric acid (10% solution) 1,60 Citric acid Prolabo 0,16

Aculyn™ 38 (29% active) 3,45 Acrylates/Vinyl Neodecanoate crosspolymer Dow Chemical 1

Methocel™ 40-0202 (4% solution) 5,00 Hydroxypropyl Methylcellulose Dow Chemical 0,2

BEmpigen BSFA (30% active) 6,67 Cocamidopropyl betaine Huntsman 2,0

Empicol ESB-70 (70% active) 14,29 Sodium Laureth sulfate Huntsman 10,0

C Cithrol EGDS-PA-(SG) 2,00 Glycol distearate Croda 2,0

D Sodium hydroxide (10% solution) 2,30 Sodium hydroxide Prolabo 0,23

Formulation example

D Sodium hydroxide (10% solution) 2,30 Sodium hydroxide Prolabo 0,23

E EcoSmooth™ Silk (41% active) 2,44Ethylene/Octene Copolymer (and)

Ethylene/Potassium Acrylate CopolymerDow Chemical 1

F Citric acid (10% solution) 2,30 Citric acid Prolabo 0,23

GNeolone™ PE 0,55 Methylisothiazolinone, Phenoxyethanol Dow Chemical 0,55

Amande Douce G10934112 0,10 Parfum / Fragrance Robertet 0,1

H Deionized Water 8,79 Water / Aqua

TOTAL 100,00

Parameter Range Method

pH (as is) 5.9-6.1 pH meter

Viscosity 5000-9000 cPs Brookfield LV, #4, 12 rpm

Appearance white pearlized Visual

ProductCharacteristics

Summary of Key Benefits

EcoSmooth™ Silk , in combination with cationic polymers, gives excellent conditioning performance vs. silicone emulsions at competitive cost to treat. Benefits are observed in Asian, European and Damaged hair

EcoSmooth™ Silk is non-cationic and expected to create less build-up on hair versus silicones

EcoSmooth™ Silk does not contain sulfate or ethylene oxide modification

More to come …

EcoSmooth™ platform will be extended with :

EcoSmooth ™ SatinEcoSmooth ™ Satin

Please join us at NYSCC Suppliers' Day 2011

to discover a new unique conditioning technology from Dow Personal Care

Thank You

EcoSmooth™ SilkRe-Invent Conditioning with Dow Personal Care

Visit us at Booth C40

http://www.dow.com/personalcare/ecosmooth_silk/

Appreciation to Susan Jordan, Janet Windisch, Albert Lee, Marie-Laure Breton, Carine Koenig, Courtney Fretz and Fabienne Bizeray of Dow Personal Care for their contributions to this presentation.