Fixate™ Freestyle and Fixate™ Design polymers are the newest members of the Fixate™ Styling Polymer family. Discover all the options at your finger-tips, backed by a full array of technical data, starting formulations and strong technical support. We’re here to support you, every step of the way.

For product details, more information, samples and starting formulations visit www.lubrizol.com/personalcare

FIGURE 3: Carbopol® Ultrez 21 polymer delivers similar gel viscosity with varying levels of Fixate™ Freestyle polymer. This allows formulators to tailor formulations to desired hold levels, independent of the gel rheology.

FIGURE 4: Stiffness can be tailored based upon use levels of Fixate™ Freestyle polymer. Carbopol® polymers generally contribute to an increase in stiffness.

SUMMARY OF FIXATE™ FREESTYLE POLYMER BENEFITS

Styling Performance

• Normaltoextremehold• Fromregulartoultrahighstiffness• Excellenthumidityresistance

Crystal Clear Gels When Combined with Carbopol® Copolymers

• Highyieldvaluecombinedwithshear-thinningrheology• Fromquick-breakingtorich,creamygeltextures• ShorttomediumflowusingCarbopol®homopolymers• Short,rigidflowusingCarbopol®copolymers

Formulation Flexibility

• Easilytailoredstylingperformancewithoutcompromisinggelrheology• Easy-to-useliquidpolymer

FIGURE 8: Sensory Panel Evaluation of key styling attributes comparing 2.0 wt% total polymer solids of Fixate™ Design polymer versus Polyquaternium-4.

Attribute Fixate™ Design Polymer vs. PQ-4

Shine +

Wet Feel (clean, not slimy) +

Wet Comb Canbeenhancedwithadditionofconditioningingredients

Dry Feel +

Dry Comb +

Stiffness Canbetailoredfromlighttoultrastrongholdbyvaryinguselevel

Build-up (less) +

Flaking (less) +

SUMMARY OF NEW FIXATE™ DESIGN POLYMER BENEFITS

Styling Performance

• Superiorhumidityresistance• Exceptionalshine• Long-lastingvolumeandhold• Fromsofttoultrafirmstiffness• Cleanfeel,withoutflakingorbuild-up

Formulation Flexibility

• Lowviscosityresponsetoneutralizationandconcentration• Easilytailoredstylingperformancejustbyalteringuselevel• Easy-to-useliquidpolymer

STYLING VERSATILITY WITH NEW FIXATE™ POLYMERS

With the challenges of the economy and heavy pressure on operating results, many formulators are looking to reduce complexity and effectively “do more with less”.

•Simplerformulations•Formulation“chassis”thatcanbeeasilytailoredtomeet different consumer preferences•Fewerandeasiertouseingredients

Yet it is important that the consumer experience doesn’t suffer as a result of these tradeoffs. Lubrizol offers two new styling polymers that help formulators to address these challenging issues. FIXATE™ FREESTYLE POLYMER

INCI Name: Acrylates Crosspolymer-3

NEW Fixate™ Freestyle polymer provides breakthrough performance in gelstylingapplications. Superiorhumidity resistance.Crystal cleargels.Tailoredhold. From soft hold to ultra-strong flexible hold, you can deliver, simplyby changing usage concentration, without compromising gel rheology oraesthetics. Get powerful performance for today’s demanding hairstylingconsumers,whileminimizingcomplexityinyourownorganization.

FIGURE 1: As shown within the orange outline, Fixate™ Freestyle polymer provides superior gel aesthetics (high clarity, short flow, air bubble suspension) across a range of hold levels, from normal to ultra strong.

FIGURE 2: Fixate™ Freestyle polymer enables stiffness levels to be tailored from normal (<6 Newtons) to ultra strong hold (>12 Newtons). Excellent humidity resistance is achieved at all concentration levels.

NEW FIXATE™ DESIGN POLYMER

INCI Name: Polyacrylate-32

NEWFixate™Designpolymerprovidessuperiorperformance in styling mousse and othervolumizingformulations.

• Superiorhumidityresistance• Exceptionalshine• Longlastingvolume

With a low viscosity response to neutralization and concentration (up to6.0wt%TS), you caneasilymanipulateproductperformanceproperties toprovidelong-lastingresults,insofttostronghold,withsensoryaestheticsandtexturesthatdeliverexactlytheconsumerbenefitsyoudesire.Withasinglestylingpolymer.

FIGURE 5: Results of High Humidity Spiral Curl Retention tests at 90% relative humidity comparing 2.0 wt% total polymer solids of Fixate™ Design polymer versus Polyquaternium-4, Polyquaternium-11, Polyquat-ernium-16 and Polyquaternium-68. This demonstrates the long-lasting hold properties of Fixate™ Design polymer.

FIGURE 6: Results of half-head styling comparisons on mannequin heads, comparing the hold of 2.0 wt% total polymer solids of Fixate™ Design polymer (right) versus Polyquaternium-4 (left). This demonstrates the superior, long-lasting root lift and volumizing benefits of Fixate™ Design polymer, even after 8 hours at 90% relative humidity with slight air turbulence.

CONTEMPORARY STYLING SOLUTIONS FOR REDUCED COMPLEXITY, GREATER FORMULATING FLEXIBILITY AND A SUPERIOR CONSUMER EXPERIENCE

Initial After4Hours After8Hours

FIGURE 7: Qualitative Volume Evaluation of 2 wt% total polymer solids of Fixate™ Design polymer (right) versus Polyquaternium-4 (middle) vs. untreated hair (left) demonstrates the volume improvement provided by Fixate™ Design Polymer.

Lubrizol Provides Superior Styling Versatility with Fixate™ Styling Polymers

UntreatedTress TressTreatedwithPQ-4 TressTreatedwithFixate™DesignPolymer