The company said modern consumers are willing to pay more for a conditioning product that really works and its CE 8401 emulsion helps manufacturers deliver. Ingredients manufacturer Dow Corning claims the emulsion stands out from market equivalents because the polyether is not part of a side chain but is contained in the polymer backbone along with the amino silicone. "This chemistry enhances the wet feel as well as providing a dry, smooth feel-a true break-through in hair conditioning," said Dow Corning spokesperson Fiona Schuller. The emulsion is designed for conditioning applications and can be added to shampoos and styling products as well as rinse-off and leave-on conditioners. The product was released onto the hair care market in October and is now available for manufacturers to test out in two sample formulations. Cosmetic formulators will be able to observe how the emulsion works in a shampoo and rinse-off conditioner. The company claimed the ingredient delivers on a number of fronts. "It delivers excellent wet and dry combing, superior wet and dry sensory feel, prevention, of color loss in color treated hair, enhancement of hair body and wave even in rinse-off conditioner applications, and curl retention in leave-on products," stated the company. A recent report by Mintel said highly functional conditioners and styling products are driving growth in the US hair care market, which is currently estimated to be growing at approximately 2 percent per annum, Growth is being driven almost entirely by niche hair care products such as styling agents and conditioners whereas growth in the shampoo segment is practically negligible.