The formula is said to be an excellent for leave-on conditioning formulations, designed to give manageability without weighing the hair down. The highly detailed functionality of the blend also addresses the trend towards hair care products that are formulated to treat very specific hair care problems. This is in line with the increasing microsegmentation of the $5bn global hair care market, which many experts believe has been the major key to achieving growth in what is otherwise a highly developed and fairly stagnant segment of the industry. According to the company, the Silsoft Care blend contains a silicone that gives formulators a new means of putting these specific hair conditioning properties into hair care products. This has been achieved by using a cyclic silicone that acts as a volatile carrier. It spreads the silicone uniformly across the surface of the hair follicle and then leaves a protective film once dry. The company claims that this blend gives hair greater volume than many other similar silicone-based formulations, whilst also providing enhanced wet and dry combing properties and an improved sensory performance. "Hair care products that leave hair looking healthy, full of body and free of static are especially welcomed by consumers with fine hair," said Beatriz Blanco, global marketing manager, Momentive Performance Materials. Bianco added that the company's latest hair care formulation would also help brand owners to deliver on the product claims companies make to consumers. The company says that the blend is likely to appeal to formulators of hair serums, styling gels and pomades, pre-treatments for coloring products, as well as conditioner manufacturers. Momentive's latest launch on the market forms part of a rash of increasingly diverse ingredients that touch on every aspect of the hair care segment. IBR recently launched an active that is able to combat anti-aging and unwanted hair growth - intended for deodorants and after shave products. However, many industry experts have also drawn attention to a possible backlash against this microsegmentation trend, with cosmetic products already appearing in stores that are opting for the 'back-to-basics' marketing strategy.