Country for PR: China
Contributor: PR Newswire Asia (China)
Friday, November 08 2019 - 22:13
Dow helps redefine beauty for diverse consumers at in-cosmetics Asia
BANGKOK, Nov. 8, 2019 /PRNewswire-AsiaNet/ --

The beauty industry has been disrupted by brands that tailor new products to 
serve the diversity of their consumers. This year at in-cosmetics Asia, Nov. 5 
- 7, Dow is showing how it can help brands redefine beauty through a new 
concept collection of hair care and skin care solutions inclusive of consumers' 
varying religions, ages, gender identities and ethnicities. 

Photo -
(Caption: Dow helps redefine beauty for diverse consumers at in-cosmetics Asia)

The beauty RE.DEFINED collection of gels, washes and creams contain unique 
bio-based ingredients and fun, surprising textures that help all consumers show 
off their individual characteristics to feel their best, most confident selves. 
Featured products in the collection include:

-Style Me, Nature!: A natural hair styling gel that offers temporary grey hair 
coverage while moisturizing and providing a cooling, refreshing effect. Using 
the natural power of corn, Dow's recently launched MaizeCare(TM) Style Polymer 
plays a surprising, yet key role in the product. 

-Slimy Cleanie: This body and facial wash boasts a fun slime-like texture 
powered by a unique combination of Dow ingredients. The unexpected texture is 
sure to delight and will leave skin feeling moisturized and smooth. 

-Smooth my Neck: Consumers can smooth out lines on the neck and decollete to 
hide imperfections with this cream gel, featuring Dow AgeCap(TM) Smooth 
Cosmetic Ingredient to help soften the appearance of wrinkles. The light and 
airy gel is easy to apply, leaving a luxurious, silky feel and boosted 

-Me Myself & I: Three tubes in this customizable kit provide sun protection and 
anti-aging benefits thanks to Dow's EPITEX(TM) 99 Polymer, a new water-based 
film former that utilizes silicone acrylate technology to deliver long-lasting 
wear performance and a solution ideal for mass market cosmetics. These tubes 
can be combined to consumers' optimal mix of protection and pampering, 
customized to their own unique lifestyles and desires. 

"For consumers in the APAC region, diversity is not just a fleeting trend, but 
a way of life that brands must honor and serve," said Mahalia Soediono, 
Commercial Director, Southeast Asia, Australia & New Zealand, Dow Home & 
Personal Care. "As we see the market start to respond to these growing demands 
for personalized products, we're delighted to offer solutions that help brands 
become more inclusive and redefine beauty standards for their unique 

Photo -
(Caption : Dow helps redefine beauty for diverse consumers at in-cosmetics 

Dow will also showcase hair and skin care solutions that offer ultimate styling 
control, moisturization and long-lasting protection for a diverse consumer 
market, including:

-My Frizz Away: This flyaway hair wand offers a convenient way to tame frizz, 
leaving touched-up hair with a smooth feel. DOWSIL(TM) 556 Cosmetic Fluid helps 
this formulation enhance shine for a variety of hair types. 

-Gorgeous Locks: A leave-on hair lotion that delivers a unique satin feel while 
taming frizz and boosting hair shine. The addition of DOWSIL(TM) 3901 Liquid 
Satin Blend creates a smooth texture to the formulation. 

-Forever Fresh: Dow EPITEX(TM) 99 Polymer provides excellent rub-off and sebum 
resistance to this water-based deodorant stick, providing a fresh effect in a 
non-whitening, long-lasting manner. 

-Young Overnight: This moisturizing overnight mask is easy to apply, and the 
AgeCap(TM) Smooth Cosmetic Ingredient promotes radiance to deliver a skin 
smoothing effect. 

-Cheer Me Up: The vibrant orange color of this wrinkle-masking cheek and eye 
stick is made possible by the uniformity and color-boosting properties of 
DOWSIL(TM) SW-8005 C30 Resin Wax, along with other Dow ingredients which enable 
minimal transfer and mask signs of wrinkles.

"Consumers no longer wish to conform to one standard of beauty, instead they 
seek products that cater to their unique lifestyles and have a reduced 
environmental impact," said Cedric Toh, Marketing Manager, Southeast Asia, 
Australia & New Zealand, Dow Personal Care. "Our beauty RE.DEFINED collection 
delivers sustainable, individualized solutions for an increasingly diverse 
consumer base, empowering brands to embrace a new age of authenticity and 
inclusivity in the personal care market." 

To learn more about Dow's innovations, visit and follow 

About Dow Home and Personal Care Solutions 

The Dow Home and Personal Care business (part of the Dow Consumer Solutions 
Portfolio) offers unique innovations that empower brand owners around the world 
to create products with exceptional performance and exciting new benefits 
consumers can see and feel. Our expansive portfolio serves a wide range of 
applications across home and personal care markets from skin and hair care to 
fabric care and beyond. Our novel solutions help enable products that are 
unique and memorable, and meet the growing demands of today's consumers. We 
continue to bring forward innovative technologies and formulation solutions 
that differentiate our customers' products, enhance the consumer experience and 
sustain the environment. With business centers, research and development (R&D), 
manufacturing plants and customer applications centers around the globe, Dow 
has the expertise and foundation to foster global and local innovations. Please 
visit for more information.

About Dow 

Dow (NYSE: DOW) combines one of the broadest technology sets in the industry 
with asset integration, focused innovation and global scale to achieve 
profitable growth and become the most innovative, customer centric, inclusive 
and sustainable materials science company. Dow's portfolio of performance 
materials, industrial intermediates and plastics businesses delivers a broad 
range of differentiated science-based products and solutions for our customers 
in high-growth segments, such as packaging, infrastructure and consumer care. 
Dow operates 113 manufacturing sites in 31 countries and employs approximately 
37,000 people. Dow delivered pro forma sales of approximately $50 billion in 
2018. References to Dow or the Company mean Dow Inc. and its subsidiaries. For 
more information, please visit or follow @DowNewsroom on Twitter.

For further information, please contact:

Eileen Zeng 


Image Attachments Links:


   Caption: Dow helps redefine beauty for diverse consumers at in-cosmetics Asia


   Caption: Dow helps redefine beauty for diverse consumers at in-cosmetics Asia