apresentação do powerpoint - active box · global launching – heat protectants period: 2017 –...

ThermoShield Premium Protecting hair against thermal damage

Global Launching – Heat Protectants

Source: Mintel GNPD, 2019. Total sample: 1,571.

267 297

322 314

371

0

50

100

150

200

250

300

350

400

2014 2015 2016 2017 2018

Num

ber

of pro

duct

s

Period: 2014 – 2018


Period: 2017 – 2018

0,0%

5,0%

10,0%

15,0%

20,0%

25,0%

Country vs Sub-Category

Hair dyes

Conditioner

Shampoo

Hair treatment

Hair styling

Source: Mintel GNPD, 2019. Total sample: 1,571.


Period: 2014 – 2018

Source: Mintel GNPD, 2019. Total sample: 58.

0,0%

5,0%

10,0%

15,0%

20,0%

25,0%

30,0%

2014 2015 2016 2017 2018

Silicone-free claim


Period: 2017 – 2018

Source: Mintel GNPD, 2019. Total sample: 30.

0,0%

5,0%

10,0%

15,0%

20,0%

25,0%

30,0%

USA UK Brazil Malaysia Germany Russia Turkey Canada France Austria

Silicone-free Claim by Country

Thermal styling

Thermal styling

Extreme temperatures during the heat styling contribute to faster

evaporation of water inside hair fiber, opening cuticles and causing serious

hair damages as blisters and splitting.

Scanning Electron Microscope (SEM) images taken from a scientific article

Thermal damage

- Loss of water content

- Alteration in cuticular structure

- Changes in mechanical properties

ThermoShield Premium

ThermoShield Premium is an active ingredient for heat protection which retains water inside the

hairfiber and forms a protective film through a technological mechanism. It protects the hair from

thermal damages without compromising styling.

INCI: Water (and) Glycerin (and) Salvia Hispanica Seed Extract (and) Trehalose (and) Xylitol (and) Caprylyl/Capryl Glucoside (and) Ethyl Linoleate (and) Ethyl Oleate

(and) Sorbitan Oleate (and) Polyquaternium-37 (and) Sodium Phosphate

Ethyl Linoleate Ethyl Oleate Trehalose Salvia Hispanica

ThermoShield Premium traps water inside hair fiber.

How it works

Inside hair fiber

ThermoShield Premium forms a thermal barrier.

How it works

Outside hair fiber

ThermoShield Premium prevents thermal damage.

Heat protecting effect


Hair tress testing - Maintenance of hair temperature

Tresses washed with shampoo and

conditioner and towel dried

• 2% ThermoShield Premium

• 2% Benchmark Silicone

• Hair drying

• Thermal styling with flat

iron 232ºC (450 ºF) per

10x root-to-tip

Thermal images captured by an infrared camera

(model: FLIR T4XX), before and immediately after

thermal treatment.


Maintenance of hair temperature

116.5°C 125.6°C 107.4°C 100.6°C

Control Placebo Benchmark

Silicone

ThermoShield

Premium

25°C lower then placebo


Hair tress testing – Water content



Leave on with:

• 2%ThermoShield Premium


• Hair drying

• Thermal styling with flat iron 232ºC

(450 ºF) per 10x root-to-tip.

• The procedure was repeated 3 times

and five samples were separated from

each group to measure the water

content of the hair.

Measurements were performed with Moisture

Analyzer HX204 at 200°C for 10 minutes.


Water content

*Significant difference from control and placebo ( P<0.05). Ideal hair water content: 10-13%.

Control Placebo Benchmark

Silicone

ThermoShield

Premium

8.89% 9.01% 10.48%* 9.60%

17.9% more hydrated

compared to placebo


Hair tress testing



Leave on with:

• 2% ThermoShield Premium


• Hair drying

• Thermal styling with flat iron

232ºC (450 ºF) per 10x root-to-

tip

• The procedure was repeated 3

times.


Evaluation of hair surface by AFM (Atomic Force Microscopy)

Control Benchmark Silicone ThermoShield Premium

• Regions without cuticles

• Cuticle melting • Reduced damage to the hair fiber • Film formation and protection

• Alignment of the cuticles


Evaluation of hair surface by SEM (Scanning Electron Microscopy)

- After 3rd repetition of the process

Virgin hair Control Placebo Benchmark

Silicone

ThermoShield

Premium

ThermoShield Premium promotes alignment of the cuticles

and film formation without build-up

Hair straightening - Hair fiber orientation by RUMBA Control

Before After 6 hours 2 4 hours

A B C D

Hair straightening - Hair fiber orientation by RUMBA Placebo

Before

E

After

F

6 hours

G

24 hours

H

Hair straightening - Hair fiber orientation by RUMBA


ThermoShield Premium maintains straight effect

for 24 hours

Before

I

After

J

6 hours

K

24 hours

L


Salon test

Panel

10 volunteers

Hair washed with shampoo

and conditioner (placebo) Drying and flat iron • Leave on with:

2% of ThermoShield Premium

2% of Benchmark Silicone

Sensory parameters

Hair shine, smoothness,

straightening effect, anti-frizz effect,

brightness, tips and moisturization

Methodology


Salon test

The salon test demonstrated that the ThermoShield Premium is similar in sensorial

perfomance to the Benchmark Silicone in the analyzed parameters.

0

1

2

3

4

5Hair shine

Softness

Straighteningeffect

Anti-frizz effectLightness

Tips

Moisturization

Sensory profile

ThermoShield N

Benchmark


Benchmark Silicone

Brightness

Sensory Parameters


Benefits

• Preserves cuticle integrity, promoting shine, softness and anti-frizz effect

• Maintains straightening effect for 24 hours

• Alignment of the cuticles and film formation without build-up


Benefits

• Compliant to vegan claims

• Alternative to silicone heat protectants

• 100% Biodegradable


Application

• Leave-on and finishing products

• 2% (w/w)

Stability and compatibility

ThermoShield Premium is water dispersible and must be

incorporated at the end of the formulation, below 40ºC.

Soluble in vegetable oils, surfactants with a high HLB level, glycerin,

propylene glycol.

apresentação do powerpoint - active box · global launching – heat protectants period: 2017 –...

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