Authentically You Textured-Hair Solutions...Isoceteth-20 BrijTM IC20-70/Croda Inc. 20 Oleth-2 BrijTM O2/Croda Inc. 5.5 Prunus Amygdalus Dulcis (Sweet Almond) Oil Sweet Almond Oil/Bramble

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Authentically You –Textured-Hair Solutions

What Is Textured Hair?

2

• Hair with some kind of

curl pattern

• Hair with varying

degrees of shape:- S-shape

- Spring-like coils

- Kinking into a Z-shape

• An umbrella description

of hair that may be

further categorized as

coily, curly, wavy or kinky

Textured Hair Types

3

Consumers are five times more likely to spend if

spoken to by texture type

Needs vary based on different textured hair types

The market opportunity is large:

• 60% of the global population has curls, coils or waves

• Changing demographics, more multicultural consumers

• Increasing trends of consumers embracing their natural

textured hair

• More tailored solutions based on textured hair type

• Textured-hair women, in particular, seek products that are

more solutions-based

Anti-frizz a key concern

Moisture a key concern

Common Issues

4

Lack of moisture

Hair breakage

Split ends

Frizz

Dry and itchy scalp

Unruly hair

Lack of curl definition

Difficult to comb

Textured Hair Care Stats

5

Textured-hair consumers …

Spend ~$82 more every

3 months than straight-hair

consumers on hair care

products*

91% keep looking

for products, even if they’ve found their

“Holy Grail” product

60% use

4 or more hair care

products each month

43% shop at

4 or more

stores for their

hair care products

77% cocktail

several products on a regular basis

*Of consumers spending $40/month (on average) on hair care products

What’s Happening in the Market?

6

0

50

100

150

200

250

300

350

400

2012 2013 2014 2015 2016

Curl Products Based on Category

Hair Styling

Hair Treatments

Conditioner

0

50

100

150

200

250

300

350

400

450

500

2012 2013 2014 2015 2016

Curl Care Products and Their Claims Botanical/Herbal

Moisturising / Hydrating

Brightening / Illuminating*

Long-Lasting*

Ethical - Animal

Paraben Free

Leave-In

Vitamin/Mineral Fortified

Damaged Hair

Time/Speed

0

100

200

300

400

500

2012 2013 2014 2015 2016

Textured Hair Care Products by Product Category

Hair Styling

Hair Treatments

Conditioner

0

10

20

30

40

50

60

2012 2013 2014 2015 2016

Textured Hair Care Products and Their ClaimsBotanical/Herbal

Moisturising / Hydrating

Ethical - Animal

Paraben Free

Brightening / Illuminating*

Sulphate/Sulfate Free

Organic

Ethical - EnvironmentallyFriendly Product

Time/Speed

Damaged Hair

*Conditioners, Hair Treatments, Hair Styling

*Conditioners, Hair Treatments, Hair Styling

What Textured-Hair Consumers Want

• Products tailored for their hair type

• Hydrated and moisturized hair

• Hair that feels soft

• Improved curl definition

• Frizz control

• Manageable hair

7

Textured Hair Solutions Kit

8

Anhydrous Serum

A frizz-control serum with meadowfoam seed oil that brings a

unique texture and silky feel to hair.

Key Features: frizz control, shine, reduced friction

Hair Type Recommendation: frizzy, unruly hair

Featured Products:

Dow Corning® 3901 Liquid Satin Blend: unique rheology, reduced friction, smoothness, slipperiness, flexibility, shine, curl retention and definition, frizz control, ease of styling, heat protection

Dow Corning® CB-3046 Fluid: long-lasting frizz control, maintains style, curl definition, shine, heat protection, natural look and feel

Dow Corning® 9041 Silicone Elastomer Blend: silky, smooth

feel, thickening

XIAMETER® PMX-1502 Fluid: shine, frizz control, heat protection,

slipperiness

Frizz-Conquering Hair Oil

9


Frizz-Conquering Hair Oil (CPF 2420)

10

INCI Name Trade Name/Supplier Weight %

Dimethicone (and) Dimethicone Vinyl/Dimethicone Crosspolymer Dow Corning® 3901 Liquid Satin Blend 1

Dimethicone XIAMETER® PMX-200 Silicone Fluid, 1.5 CST 15.6

C11-13 Isoparaffin (and) Dimethiconol (and) Isohexadecane (and) Dimethione XIAMETER® PMX-1502 Fluid 68

Dimethicone (and) Dimethicone Crosspolymer Dow Corning® 9041 Silicone Elastomer Blend 5

Dimethicone (and) Phenyl Trimethicone (and) Trimethylsiloxysilicate

(and) DimethiconolDow Corning® CB-3046 Fluid 10

Limnanthes Alba (Meadowfoam) Seed Oil Meadowfoam Seed Oil/Charkit Chemical Corp. 0.2

Fragrance Cocoa Butter Cashmere/Bramble Berry Inc. 0.2

Anhydrous serum – unique rheology, frizz control, shine, reduced friction


Frizz Control

11

Untreated Control Hair Oil Benchmark

Treatment: 0.1 g / g hair on frizzy hair

Test conditions: 80% relative humidity/25°C for 5 hours

Control: formulation without CB-3046 Fluid, 3901 Liquid Satin Blend and

9041 Silicone Elastomer Blend

Better frizz control compared to

untreated, control and benchmark


Better shine compared to untreated,

control and benchmark

Shine

12

Treatment: 0.1 g / g hair on bleached Caucasian hair

Measured using light-scattering image analysis (SAMBA™ Hair System)

Treatment: 0.1 g / g on frizzy hair

Sensory Panel: 16 panelists

Control: formulation without CB-3046 Fluid, 3901 Liquid Satin

Blend and 9041 Silicone Elastomer Blend

0

4

8

12

16

20

Untreated*** Control** Frizz-ConqueringHair Oil

Benchmark***

Ave

rag

e L

us

ter

Statistically different from Frizz Conquering Hair Oil: *>95%, **>99%, ***>99.9%

0

2

4

6

8

Control Frizz-Conquering HairOil

Benchmark**Ave

rag

e P

an

eli

st

Sc

ore

Sensory Panel Image Analysis

Better shine compared to benchmark


Statistically different from Frizz Conquering Hair Oil: *>95%, **>99%, ***>99.9%

Reduced Friction – Perceived Softness

13


Measured using Diastron MTT175 miniature tensile tester

Control: formulation without CB-3046 Fluid, 3901 Liquid Satin

Blend and 9041 Silicone Elastomer Blend

Statistically different from Frizz-Conquering Hair Oil: *>95%, **>99%, ***>99.9%

0

0.2

0.4

0.6

0.8

1

1.2

1.4

1.6

Untreated*** Control Frizz-Conquering Hair Oil Benchmark

Co

eff

icie

nt

of

Fri

cti

on

with cuticle against cuticle

Reduced friction compared to untreated


Hair Gel

A special blend of silicones, conditioning polymer and sweet

almond oil that give your curls flexible hold and the definition of a

just-styled look.

Key Features: frizz control, shine, reduced friction, curl definition,

curl retention and elasticity

Hair Type Recommendation: curly, undefined hair

Featured Products:

Dow Corning® 556 Cosmetic Grade Fluid: shine, manageability

Dow Corning® AP-8087 Fluid: shine, smoothness, reduced flyaway, heat protection, ease of heat styling

UCARETM JR-30M: enhanced wet/dry combing, smoothness, manageability, shine

Bring Back the Shine Ringing Pomade

14



Phase A

Phenyl Trimethicone Dow Corning® 556 Cosmetic Grade Fluid 3

Bis-Hydroxy/Methoxy Amodimethicone Dow Corning® AP-8087 Fluid 2

Mineral Oil Drake Oil/Penreco 5

Isoceteth-20 BrijTM IC20-70/Croda Inc. 20

Oleth-2 BrijTM O2/Croda Inc. 5.5

Prunus Amygdalus Dulcis (Sweet Almond) Oil Sweet Almond Oil/Bramble Berry Inc. 0.5

Phase B

Water 52.5

Polyquaternium-10 UCARETM JR-30M/Dow Chemical 0.1

Disodium EDTA VERSENETM Na2 Crystals/Dow Chemical 0.1

Glycerin Fisher 4

Propylene Glycol PuraGuard™ Propylene Glycol USP/EP/ Dow Chemical 6

Panthenol D-Panthenol 50P/BASF Corporation 0.5

Phase C

Phenoxyethanol NEOLONETM PH 100/Dow Chemical 0.5

Fragrance Summer Fling/Bramble Berry Inc. 0.3

Bring Back the Shine Ringing Pomade (CPF 2424)

15

Hair Gel – frizz control, shine, reduced friction, curl definition, curl retention and elasticity


Frizz Control, Curl Definition, Elasticity and Shine

16

Untreated ControlRinging

PomadeBenchmark

Treatment: 0.1 g / g hair on Latino curly hair


Control: formulation without UCARE JR-30M, 556 and AP-8087

Treatment: 0.1 g / g on Latino curly hair


Sensory Panel: 18 panelists

Statistically different from Bring Back the Shine Ringing

Pomade: *>95%, **>99%, ***>99.9%

CurlDefinition***

Elasticity***Shine**

Benchmark

Control


Better frizz control, curl definition, elasticity and

shine compared to control and benchmark


Curl Retention and Definition

17

0

20

40

60

80

100

0 1 2 3 4 5

% C

url

Rete

nti

on

Time (hours)

Untreated Bring Back the Shine Ringing Pomade

Treatment: 0.1 g / g hair virgin Caucasian hair



After 5 hours, 80% relative

humidity

Better curl retention

and definition

compared to untreated

Statistically different from Bring Back the Shine Ringing Pomade: *>95%, **>99%, ***>99.9%


Untreated Ringing Pomade

Shine

18




Statistically different from Bring Back the Shine Ringing Pomade:

+>90%, *>95%, **>99%, ***>99.9%

0

2

4

6

8

10

12

14

Untreated*** Control Bring Back the Shine RingingPomade

Benchmark+

Av

era

ge L

uste

r

Better shine compared to

untreated and trend for better

shine compared to benchmark



19




Statistically different from Bring Back the Shine Ringing Pomade: *>95%, **>99%, ***>99.9%

0.0

0.2

0.4

0.6

0.8

1.0

1.2

1.4

1.6

Untreated*** Control Bring Back the Shine RingingPomade

Benchmark

Co

eff

icic

ien

to

f F

ricti

on


Reduced friction compared

to untreated


Hair Mask

A bouncy textured conditioner that can be rinsed off or left on for a

moisturized feel to tame frizzy hair

Key Features: frizz control, reduced friction

Hair Type Recommendation: frizzy, dry hair

Featured Products:

Dow Corning® CE-8411 Smooth Plus Emulsion: reduced

breakage, moisturized feel with increased smoothness,

slipperiness and flexibility, heat protection, shine

SoftCATTM SX-1300X: improved manageability, volume control,

smoothness

POLYOXTM WSR N-60K: smoothness, silkiness, glide

CELLOSIZE™ PCG-10: thickener, compatibility over wide pH

range

Smooth Restorer

20

Smooth Restorer


Phase A

Cetyl Alcohol Crodacol C70/Croda 3

Stearyl Alcohol Crodacol S95/Croda 3

Behentrimonium Chloride Incroquat Behenyl TMC-85/Croda 1

Shea Butter Shea Butter/Ultra Refined/Biochemica 1

Phase B

Water 82.6

Polyquaternium-67 SoftCATTM SX-1300X/Dow Chemical 0.2

PEG-45M POLYOXTM WSR N-60K/Dow Chemical 0.05

Hydroxyethyl Cellulose CELLOSIZE™ PCG-10/Dow Chemical 1

Glycerin Fisher 5

Panthenol D-Panthenol 50P/BASF Corporation 0.2

Linseed Oil Flaxseed Oil/Morre-tec 0.2

Apricot Kernel Oil Cropure Apricot Kernel-LQ/Croda 0.2

Fragrance Tropical Vacation/Bramble Berry Inc. 0.3


Phase C

Bis-Diisopropanolamino-PG-propyl Dimethicone/Bis-Isobutyl PEG-14

Copolymer (and) Polysorbate 20 (and) ButyloctanolDow Corning® CE-8411 Smooth Plus Emulsion 1.75

Smooth Restorer (CPF 2425)

21

Hair Mask – frizz control, reduced friction

Smooth Restorer

Frizz Control

22

Untreated ControlSmooth

RestorerBenchmark

Treatment: 0.1 g / g hair on frizzy hair, leave-in application


Control: formulation without SoftCAT SX1300X, POLYOX WSR N-60K and

CE-8411 Smooth Plus Emulsion

Better frizz control


Smooth Restorer


23



Control: formulation without SoftCAT SX1300X, POLYOX WSR

N-60K and CE-8411 Smooth Plus Emulsion

Statistically different from Smooth Restorer: *>95%, **>99%, ***>99.9%

0

0.2

0.4

0.6

0.8

1

1.2

1.4

1.6

untreated***/*** control***/* Smooth Restorer benchmark***/**

Co

eff

icie

nt

of

Fri

cti

on


Reduced friction compared

to untreated and control

Smooth Restorer

Hair Wax

A water wax that adds shine and style when you need it most

Key Features: frizz control, shine, reduced friction, curl retention

Hair Type Recommendation: frizzy, unruly hair

Featured Products:

Dow Corning® CB-3046 Fluid: long lasting frizz control, maintains

style, curl definition, shine, heat protection, natural look and feel

ACUDYNETM 180: firm hold, no build-up, low tackiness

Seize the Day Water Wax

24



Phase A

PEG-40 Hydrogenated Castor Oil Cremophor C0 40/BASF 10

PPG-5-Ceteth-20 Procetyl AWS-LQ/Croda 10

Steareth-21 Brij™ S721-PW/Croda 10

Propylene Glycol PuraGuard™ Propylene Glycol USP/EP/Dow Chemical 4

C12-15 Alkyl Benzoate Crodamol AB-LQ/Croda 3

Oleth-10 Phosphate Crodafos O10A-SS/Croda 2

Dimethicone (and) Phenyl Trimethicone (and) Trimethylsiloxysilicate

(and) DimethiconolDow Corning® CB-3046 Fluid 5

Triticum vulgare (Wheat) Germ Oil Wheat Germ Oil/Provital 0.2

Argania Spinosa Kernel Oil Argan Oil/Bramble Berry Inc. 0.2

Phase B

Water 49.76

Amino Methyl Propanol AMP™ PC 2000/ANGUS Chemical Co. 0.14

Acrylates/Hydroxyesters Acrylates Copolymer ACUDYNETM 180/Dow Chemical 2

Glycerin Fisher 2.5


Phase C

Fragrance Energy/Bramble Berry Inc. 0.3

Calcium Titanium Borosilicate (and) Tin Oxide (and) Titanium Dioxide Glare Shimmering Blue /CQV 0.4

Seize the Day Water Wax (CPF 2423)

25

Hair Wax – Frizz control, shine, reduced friction, curl retention


Frizz Control

26

Untreated Control Water Wax Benchmark

Treatment: 0.1 g / g hair on frizzy hair


Control: formulation without CB-3046 Fluid and ACUDYNE 180

Better frizz control



Shine

27




Statistically different from Seize the Day Water Wax: *>95%, **>99%, ***>99.9%

0

2

4

6

8

10

Untreated* Control Seize the Day Water Wax Benchmark*

Av

era

ge L

uste

r

Better shine compared

to benchmark



28





0

0.2

0.4

0.6

0.8

1

1.2

1.4

1.6

Untreated***/*** Control Sieze the Day Water Wax Benchmark-/*

Co

eff

icie

nt

of

Fri

cti

on


Reduced friction compared to

untreated and benchmark


Curl Retention and Definition

29

0

20

40

60

80

100

0 1 2 3 4 5

% C

url

Rete

nti

on

Time (hours)

Untreated Seize the Day Water Wax

Treatment: 0.1 g / g hair virgin Caucasian hair



After 5 hours, 80% relative

humidity

Better curl retention

and definition




Untreated Water Wax

Hair Food

A jelly-textured hair food infused with aloe, coconut water and sugar

cane that provides a touchable hold

Key Features: frizz control, flexibility, reduced friction

Hair Type Recommendation: curly, undefined hair

Featured Products:

Dow Corning® CE-7081 Smart Style: flexible hold, curl definition,

curl memory, frizz control, smoothness, reduced breakage

Dow Corning® 2-2078 Fluid: long-lasting shine, straightening,

heat protection

ACULYNTM 88: rheology modifier, film former

Own Your Curls Hair Custard

30



Phase A

Water 84.7

Acrylates/Steareth-20 Methacrylate Crosspolymer ACULYNTM 88/Dow Chemical 5

Phase B

Aloe Vera Aloe Vera Phytogel/Bio-Botanica 0.5

Cocos Nucifera (Coconut) Water FSS Coconut Water PF/Formulator Sample Shop 2

Saccharum Officinarum (Sugar Cane) Extract FSS Sugar Cane Extract OS/Formulator Sample Shop 0.2

Silicone

Quaternium-16/Glycidoxy Dimethicone Crosspolymer (and) Undeceth-

11 (and) Undeceth-5

Dow Corning® CE-7081 Smart Style 5


Fragrance Coconut Citrus Sorbet/Bramble Berry Inc. 0.3

Phase C

Aminopropyl Phenyl Trimethicone Dow Corning® 2-2078 Fluid 1

Phase D

Triethanolamine 1

Own Your Curls Hair Custard (CPF 2421)

31

Hair Food – Frizz control, flexibility, reduced friction


Flexibility

32

Hair Custard Benchmark



Flexible Stiff

More flexibility compared

to benchmark


Frizz Control

33

Untreated Hair Custard



Control: formulation without CE-7081 Smart Style and 2-2078 Resin

Better frizz control compared

to untreated



34



Control: formulation without CE-7081 and 2-2078

Statistically different from Own Your Curls Hair Custard: *>95%, **>99%, ***>99.9%

0

0.2

0.4

0.6

0.8

1

1.2

1.4

1.6

Untreated***/* Control**/* Own Your Curls Hair Custard Benchmark*/-

Co

eff

icie

nt

of

Fri

cti

on


Reduced friction compared to

untreated, control and benchmark


Summary Table

35

Formulation Texture of Formulation Targeted Hair Type Benefits

Frizz-Conquering Hair Oil Thick oil Frizzy, unrulyFrizz control, shine, reduced

friction

Bring Back the Shine

Ringing PomadeRinging gel Curly, undefined

Frizz control, shine, reduced

friction, curl definition, curl

retention and elasticity

Smooth Restorer Stretchy cream Frizzy, dry Frizz control, reduced friction

Seize the Day Water Wax Soft wax Frizzy, unrulyFrizz control, shine, reduced

friction, curl retention

Own Your Curls Hair

CustardJelly-like cream conditioner Curly, undefined

Frizz control, flexibility,

reduced friction

Appendix

36

Benchmark Ingredient Listing

• Hair Oil: Cyclopentasiloxane, imethiconol, Dimethicone Crosspolymer, Fragrance, Aminopropyl

Phenyl Trimethicone, Alumina, Butylphenyl Methylpropional, Cinnamyl Alcohol, Citronellyl

Hydroxycitronellal, Limonene, Titanium Dioxide

• Clear Pomade: Water, Mineral Oil, Oleth-20, Olerth-5, Glycerin, Glycereth-26, Dicaprylyl Maleate,

Polysorbate 80, Acetylated Lanolin Alcohol, Benzophenone-4, Cetyl Acetate, DEA-Oleth-3

Phosphate, Diazolidinyl Urea, Methylchloroisothiazolinone, Methylisothiazolinone, Phenoxyethanol,

Fragrance

• Hair Mask: Water, Glycerin, Dimethicone, Cyclomethicone, Cetyl Alcohol, Isopropyl Palmitate,

Behentrimonium Chloride, Methyl Gluceth-20, Fragrance, Prunus Armeniaca (Apricot Kernel Oil),

Hyrodrolyzed Collagen, Prunus Amygdalus Dulcis (Sweet Almond) Oil, keratin amino acids, beta-

glucan, linum usitatissimum (linseed) seed extract, ascorbic acid, Citric Acid, Sodium Chloride,

Hydroxyethylcellulose, Diazolidinyl Urea, Methylparaben, Retinyl Palmitate, Tocopheryl Acetate,

Hydroxycitronellal, Benzl Salicylate, Butylphenyl Methylproprional, Linalool, Citronellol, Hexyl

Cinnamal, d-Limonene

37

Benchmark Ingredient Listing

• Water Wax: Water, PEG-40 Hydrogenated Castor Oil, PPG-5-Ceteth-20, steareth-20, Propylene

Glycol, Glycerin, Oleth-10 Phosphate, C12-15 Alkyl Benzoate, Octyldodecyl Neopentanoate,

Phenoxyethanol, Fragrance, Sorbic Acid, Methylparaben, Potassium Hydroxide, Ethylparaben,

Disodium EDTA, BHT, Limonene, Hexyl Cinnamal, Titanium Dioxide, Mica, Citronellol, Citric Acid,

Citral, Hydroxypropyltrimonium Hydrolyzed Wheat Protein, Geraniol, Benzyl Alcohol, Linalool, CI

42090/Blue 1, CI 17200/Red 33

• Curl Soufflé: Infusion of Agave Tequilana Leaf Extract and Sugar Cane Extract, Pectin, Vegetable

Glycerin, Adansonia Digitata Pulp (Baobab) Extract, Cocos Nucifera (Coconut) Oil, Butyrspermium

Parkii (Shea Butter), Panthenol (pro-vitamin B-5), Aloe Barbadenis Leaf Extract, Tocopherol (Vitamin

E- Vegetable Oil Source), Linum Usitatissimum (Linseed/Flax) Seed Extract, Hibiscus Sabdariffa

Extract, Potassium Sorbate, Proprietary Essential Oil Blend

38

39

The information contained in this communication does not constitute an offer, does not give rise to binding obligations, and is subject to change without notice to you. The

creation of binding obligations will occur only if an agreement is signed by authorized representatives of Dow Corning and your company. Any reference to competitor materials

contained in this communication is not an endorsement of those materials by Dow Corning or an endorsement by the competitor of Dow Corning materials.

To the fullest extent permitted by applicable law, Dow Corning disclaims any and all liability with respect to your use or reliance upon the information. DOW CORNING DOES

NOT MAKE ANY WARRANTY OR REPRESENTATION, EXPRESS OR IMPLIED, WITH RESPECT TO THE UTILITY OR COMPLETENESS OF THE INFORMATION AND

DISCLAIMS THE IMPLIED WARRANTIES OF MERCHANTABILITY AND FITNESS FOR A PARTICULAR PURPOSE. DOW CORNING DISCLAIMS LIABILITY FOR ANY

INCIDENTAL OR CONSEQUENTIAL DAMAGES.

Dow is a registered trademark of The Dow Chemical Company.

Dow Corning is a registered trademark of Dow Corning Corporation. The Corning portion of the Dow Corning trademark is a trademark of Corning Incorporated, used under

license.

XIAMETER is a registered trademark of Dow Corning Corporation.

All other trademarks are the property of their respective owners.

© 2017 Dow Corning Corporation, a wholly owned subsidiary of The Dow Chemical Company. All rights reserved.

Documents

Authentically You Textured-Hair Solutions...Isoceteth-20 BrijTM IC20-70/Croda Inc. 20 Oleth-2 BrijTM O2/Croda Inc. 5.5 Prunus Amygdalus Dulcis (Sweet Almond) Oil Sweet Almond Oil/Bramble