Elkem has discovered that HALS (hindered amine light stabilizer) silicone molecules provide excellent hair conditioning and sensory features typically seen with amino functional silicone with added antioxidant benefit for improved skin health. This ingredient could help formulators create products with multiple benefits that are sure to resonate with health-conscious male consumers
Men’s grooming has been a small but growing market segment as men increasingly prioritize both appearance and self care in their daily routines. Hygiene products dominate the male grooming market but these categories are mature for added benefits that will resonate with the more beauty and health awareness by male consumers.
Historically, efficacy and multi functionality had been the leading benefits in male hygiene products. In hair care, specifically, all-in-one products that condition, clean and treat, met the basic needs of the typical male consumers. Men today have greater awareness of the importance of personal care products’ ability to go beyond cleaning to improving health and wellness.
This open-mindedness to embrace beauty and skin care concepts opens doors to offer new products that address the more complex needs of these educated male consumers.
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