Ashland responds to consumer demand to improve color cosmetics

By Andrew McDougall

- Last updated on GMT

Related tags: Color cosmetics, Cosmetics

Ashland responds to consumer demand to improve color cosmetics
Specialty chemicals company Ashland has responded to consumer demand for better color cosmetics by launching its new Color Essentials technology and formulation-development program.

The aim is to better support development of premium cosmetic formulation concepts that break new ground in both form and function.

It comes after increasing consumer demand for color cosmetics that offer bolder colors, better wear resistance and enhanced sun protection.

Novel concepts, higher value

"From UV-protection and ease of use to wear resistance, a range of benefits are required to fulfill consumer expectations,"​ said Sarah Thiewes, global marketing launch leader, skin care and sun care, Ashland Specialty Ingredients.

"The Color Essentials program enables product formulators to effortlessly deliver products that offer these functionalities, as well as improved sensory benefits and deep, rich color. By developing products based on the Color Essentials sample formulations, color cosmetics manufacturers can leverage our expertise to tap into the growing market for premium products."

Ashland says its Color Essentials program is designed to deliver novel product concepts and higher levels of value to cosmetics formulators looking to improve aesthetics, sensory benefits, and long-lasting waterproofing.

Starting point

As part of the program, Ashland's global R&D network conducted research and concept development to create 11 sample formulations as a starting point for creating color cosmetic products for the latest consumer trends.

Among the sample formulations is waterproof mascara, vibrant lipsticks, foundation, lip balm and cream, make-up remover, eye shadow and mousse blush; all offering a mix of performance, color vibrancy and ease of formulation.

"We believe the Color Essentials initiative will inspire color cosmetics formulators to develop innovative, premium products that deliver excellent value to consumers. Drawing on our strong R&D capabilities, and robust ingredient portfolio, we are offering formulators a wealth of resources to generate excitement in the category," ​said Thiewes.

Related topics: Formulation & Science

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