usage of hair treatments in brazil: 47% 24%d1yta2btgyq163.cloudfront.net/fileadmin/user... · with...

HEALTHY HAIR TRENDS:

DEPOSITS ON HAIR SURFACEAND PENETRATES DEEP INTO THEHAIR CORTEX

GENENCARE® OSMS BA FORMULATED IN SHAMPOO PROTECTS THE HAIR AND SCALP:

HOW DOES HAIR GET DAMAGED?

USAGE OF HAIR TREATMENTS IN BRAZIL:

13% LESSINTERNAL DAMAGE

15% LESSEXTERNAL DAMAGE

STRENGTHENS SCALP BARRIER ANDMITIGATES IRRITATION OFSURFACTANTS ON THE SCALP

DAMAGED HAIR SCALP ISSUES

PROVEN RESULTS:

STRONGER, HEALTHIER-LOOKING HAIR WITH GENENCARE®

ALL-NATURAL

39%

47% 24%

30%50%

IT BEGINS FROM WITHIN

@DuPontBiobased personalcare.dupont.com/genencare

In Latin America, the use of hair treatments is common; but new moisturizing products - such as pre-shampoos and cleansing conditioners - are still in their infancy, despite some consumer interest.

The desire for natural ingredients in haircare products is increasing around the world.Consumers are seeking out more information on ingredients to find ones that are in line withtheir greener lifestyle choices. However, they are not willing to compromise product efficacyfor an all-natural product.

Frizz reduction is anindication of reduced

damage and results in increased shine (better alignment of hair fiber)

and perception ofhealthy looking hair.

Reduction in combing force will result in lesshair damage and, over time, leave the hair stronger than it would have been withoutGENENCARE® OSMS BA.

reduction ofbroken fibers.

In a clinical study on 39 Brazilian women, the regular use during 4 weeks of shampoo and conditioner containing GENENCARE® OSMS BA reduces TEWL by 9% and promotes improved scalp barrier function and health.*

Small molecules called osmolytes are nature’s secret to controlling water balance within living cells, by attracting andholding onto vital moisture. DuPont has harnessed this hidden power to create GENENCARE® OSMS,a line naturally-sourced osmolytes for skin, hair, and color cosmetics applications.

REPAIR STRAIGHTENING

Open cuticle scales Itching, dryness, dandruff

Washing, brushing,heat styling

Chemical treatments,coloring

Environmentalconditions

Poor fiberalignment

Increased friction and force in combing and styling.

With increased hair friction, hair propertiesare altered, resulting in:

The hair shaft is less lubricated.Broken hair/hair loss, split ends, tangling,knots, weak hair and dull look.

Brands have the opportunity to demonstrate toconsumers in Latin America the benefits of using pre-shampoo treatments - such as moisture and exfoliation - and adding an extra step to their haircare routine

*compared to control shampoo

*measured by fluorescence microscopy*measured by fluorescence microscopy

Untreated Brazilian hair tresses (wavy to curly) washed with shampoo with GENENCARE® OSMS BA*:

reduction of Frizz effect in humid environment.

Wet & dry combability on virgin and mechanically-damaged hair improvement.

Source: Euromonitor: Ingredient trends and Innovation in HaircareMintel: shampoo conditioner hair treatments LA 2017

DOWNLOAD MORE INFORMATION ON GENENCARE® OSMS FOR HAIR CAREbioscience.dupont.com/genencare-hair

Derived from non-GMO sugar beet, GENENCARE® OSMSis certified 100% plant-based origin.

By binding to the damaged sites, GENENCARE® contributes to hairthat's smoother, stronger, and more resistant to breakage.

While Brazilians consider themselves to have mainly straight and wavy hair, in reality there is a wide variety of hair types, from straight to coiled.

WAVY 28% STRAIGHT 27% CURLY 21% AFRICAN 15%

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