Dow Corning CE-7080 Smart Style is an amino silicone elastomer emulsion which the company states will allow consumers to control frizz, hair bounce and give a flexible hold.
It will also give an enhanced conditioning performance for leave-in conditioners and hair styling products, according to the company.
"Consumers will continue to look for the best solution for "their" hair, and they will continue to adopt fashion and style," said Dow’s global hair care marketing manager, Dirk Soontjens.
"In this framework, silicone technology is a perfect example - the demand for high performance, and competition for differentiated personal care products continues to lead formulators into new directions, creating demand for specialty ingredients that push technology boundaries.”
Soontjens explained that this approach can serve as the starting point for new products that fill unmet, or in some cases unrecognized, needs.
In lab tests carried out by the US-based company, hair treated with a mousse formulation containing one percent CE-7080 Smart Style exhibited a smoother feel than hair treated with either the control formulation or a formulation containing an acrylate copolymer.
Acrylate copolymers are used in hair conditioning and styling products and Dow claims that in its curl retention tests, the elastomer emulsion also performed better than an acrylate copolymer when used at two percent in a leave-in conditioner formulation.
"Beautifully styled hair isn't just for special occasions. Today's consumers want to look their best every day," said Soontjens.
"But with today's busy lifestyles, they have less time than ever to spend on complicated styling regimens," he added.
According to a survey by consumer report publisher ShopSmart, only 60 percent of women are happy with their hair, and 44 percent of women have had a mood affected by a bad hair day.