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Today’s Consumers and Personal Care
• Today’s consumers seek more from their beauty care and personal care products
than ever before
• Beyond performance, consumers want products that cater to their specific needs
• Consumers seek products that deliver a delightful experience with every use
2
Baby Boomers
1946-1964
Generation X
The Sandwich Generation
1965-1980
Generation Y
The Millennials
1981-2000
Engaging the Consumers of Tomorrow
• Millennials will soon
be the most powerful
consumers on the planet
• They will shape consumer
markets and the companies
in this space
– Digital networks as a
means to share experiences
with brands – good or bad
• Millennials seek companies
who fit with their values like
sustainability
3
Millennials by the Numbers
4
2014: The oldest of the Millennial Generation
will wield more spending power than any
generation before them (Forbes)
2015: Their annual
spending is expected to be
$2.45 trillion (Oracle)
2018: They will eclipse Boomers in spending
power at $3.39 trillion (Oracle)
2025: They will account for
75% of the global workplace (US Bureau of Labor Statistics and Professional
Women’s Foundation)
2030: The projected 1.66 billion Millennials
will account for roughly 20 percent of the
8.3 billion global population (populationinstitute.org, World Economic Forum)
Timeline Adapted from Lexant – The Millennials Project Presentation, 2014
Urbanization: Millennials flocking to cities
9
• Millennials are
opting to live in
dense, diverse cities
where social
interaction is just
outside their front
doors
• They currently live
in urban areas at a
higher rate than any
other generation
Empowering Sensory Escape
The Sensory Escape Texture Kit is a demonstration of the
trend-driven solutions and global perspective Dow Corning
uses to help our customers meet the trends around the world.
The kit features:
• Dow Corning silicone technologies that can help to create unique
product experiences that surprise and delight consumers
Technologies Include:
• Gum Fluid Blends
• Elastomers
• Emulsifiers
11
12
Gum Fluid Blend Mapping
Lubricious and long-
lasting velvety feel
Light, non-greasy,
non-tacky, velvety feel
Mo
re S
ub
sta
nti
ve
Wa
sh
Re
sis
tan
ce
Ea
sie
r S
pre
ad
ing
Fas
ter
Ab
so
rpti
on
Bett
er
Co
mp
ati
bilit
y
Easy to use
Gum Content
High
Medium
Low
Carrier
Si Molecular Weight & End Blocker
High Methyl
High Hydroxy
Medium Methyl
Dow Corning® HMW 2220
Non-Ionic Emulsion
XIAMETER® PMX-1502 Fluid
Dow Corning® BY 25-320 XIAMETER® PMX-1501
Fluid
XIAMETER® PMX-1411 Fluid
XIAMETER® PMX-1503
Fluid
XIAMETER® PMX-1413
Fluid XIAMETER® PMX-1556
Fluid
Dow Corning® 7-3100 Gum
Blend HIP Emulsion
XIAMETER® PMX-9027 (w/ elastomer)
Dow Corning®CE 0101
Wipes Lotion
Volatile Anhydrous Non-Volatile Anhydrous Water Based
13
Water/Oil Compatibility
Dry Powder
Silky Smooth
Dow Corning® 9506 Powder
Dow Corning® 9701 Cosmetic Powder
Dow Corning® EP-9215 and Dow Corning® EP-9289 LL
Cosmetic Powders
Dow Corning® PF-9510 Elastomer
Suspension
Dow Corning® 7-3101 Elastomer
Blend HIP Emulsion
Dow Corning® 7-3118 EBAP
HIP Emulsion
Dow Corning® PF-2520 Elastomer Emulsion
Dow Corning® EL-7040 Hydro Elastomer Blend
Dow Corning® 9040, 9041 and 9045 Silicone Elastomer Blends
Dow Corning® EL-8040 ID, EL-8050 ID, EL-8051 IN and EL-8052 IH
Dow Corning® 9046 Silicone Elastomer Blend
Dow Corning® 9546 and FB-9586 Silicone Elastomer Blends
Hydrophobic Hydrophilic
Dow Corning® EP-9801 Hydro Cosmetic Powder
Dow Corning® 9509 Silicone Elastomer
Suspension
Dow Corning® EL-9140 DM and EL-9240 Silicone Elastomer
Blends
Ae
sth
eti
cs
/ S
kin
Fe
el
Elastomer Mapping: Skin Feel Versus
Water/Oil Compatibility
14
Oil flexibility
Dow Corning® ES-5226 DM Formulation Aid
Light/Thin Low-Viscosity
Emulsion
Milky Lotion
Rich/Thick High-Viscosity
Emulsion
Cream/Gel
Silicones Organics Silicones + Organics
Dow Corning® ES-5612 Formulation Aid
Dow Corning® BY 11-030 / BY 25-337
Dow Corning® 5200 Formulation Aid
Dow Corning® ES-5227 DM Formulation Aid
Dow Corning® 5225C Formulation Aid
Dow Corning® FZ-2233
Dow Corning® 9011 Silicone Elastomer Blend
Te
xtu
re
Mapping of Emulsifiers: Formulation Texture and Oil Type
Emulsifiers
Dow Corning® ES-5300 Formulation Aid & ES-5600 Silicone Glycerol Emulsifier
Kit Product Overview Formulation Product
Sensory Escape Pink-A-Chew
Dow Corning® HMW 2220 Non-Ionic Emulsion
Dow Corning® 5225C Formulation Aid
XIAMETER® PMX-1501 Fluid
XIAMETER® PMX-0245 Cyclopentasiloxane
Sensory Escape Clear Plasticine
XIAMETER® PMX-200 Silicone Fluid 1.5CS
Dow Corning® 2501 Cosmetic Wax
Dow Corning® 9011 Silicone Elastomer Blend
Dow Corning® 9546 Silicone Elastomer Blend
Dow Corning® PF-9510 Elastomer Suspension
Dow Corning® HMW 2220 Non-Ionic Emulsion
Sensory Escape So Bouncy!
XIAMETER® OFX-5329 Fluid
Dow Corning® EL-7040 Hydro Elastomer Blend
Sensory Escape Bee Sweet Dow Corning® 9045 Silicone Elastomer Blend
Sensory Escape Intense Moisture Drop
Dow Corning® 2501 Cosmetic Wax
XIAMETER® OFX-5329 Fluid
Dow Corning® EP-9801 Hydro Cosmetic Powder
Dow Corning® FZ-3196
XIAMETER® PMX-200 Silicone Fluid 2CS
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Sensory Escape Pink-A-Chew
17
Attributes
• Increased substantivity
• Smooth after feel
• Elastic chewing gum texture
• Rich nourishing emolliency
Products
• Dow Corning® HMW 2220 Non-Ionic
Emulsion – Imparts a rich and smooth feel
• Dow Corning® 5225C Formulation Aid –
W/Si emulsifer
• XIAMETER® PMX-1501 Fluid – Imparts
soft velvety skin feel
• XIAMETER® PMX-0245 Cyclopentasiloxane
Sensory Escape Pink-A-Chew
18
Ingredient Wt.% Trade Name/Supplier
Phase A
1. Cyclopentasiloxane (and)
PEG/PPG-18/18
Dimethicone
10 Dow Corning® 5225C Formulation Aid
2. Cyclopentasiloxane 8.6 XIAMETER® PMX-0245
Cyclopentasiloxane
3. Cyclopentasiloxane (and)
Dimethiconol 10 XIAMETER® PMX-1501 Fluid
4. Divinyldimethicone /
Dimethicone Copolymer
(and) C12-13 Pareth-3
(and) C12-13 Pareth-23
5 Dow Corning® HMW 2220 Non-Ionic
Emulsion
Phase B
5. Sodium Chloride 2
6. Deionized Water 64
7. Red 40 q.s. FD&C Red 40 W 093 / Sensient
Cosmetic Technologies
8. Fruity Delight M_53995 q.s. Fruity Delight M_53995 /
V.Mane Fils S.A.
Procedure
1. Mix Phase A ingredients together.
2. Mix Phase B ingredients together.
3. Add Phase B mixture slowly (drop by drop) to Phase A mixture
with continuous agitation.
4. May require homogenization using a high shear mixer to improve
stability and increase viscosity.
Variations
XIAMETER® PMX-1501 Fluid can be replaced with either:
• XIAMETER® PMX-1503 Fluid
• XIAMETER® PMX-1502 Fluid
Dow Corning® 5225C Formulation Aid can be replaced
with Dow Corning® ES-5226 DM Formulation Aid
Stability
Stable for at least three months at room temperature.
External Reference Material
Variations on Formulation: Dow Corning® 5225C Formulation Aid for use with
XIAMETER® PMX-1501 Fluid and XIAMETER® PMX-1502 Fluid. To replace
XIAMETER® PMX-1501 Fluid with XIAMETER® PMX-1503 Fluid, Dow Corning®
ES-5226 DM Formulation Aid must be used as the emulsifier. Additionally
XIAMETER® PMX-200 Silicone Fluid 1.5CS can be used in place of the
XIAMETER® PMX-0245 Fluid. Stability testing on variations showed formulation
stable through five freeze-thaw cycles as well as bench top stability.
Sensory Escape Clear Plasticine
Attributes
• Iridescent, translucent appearance
• Cushions when touched
• Melts onto skin
• Can be molded with hands
• Soft elastomeric gel
Products
• XIAMETER® PMX-200 Silicone Fluid 1.5CS
• Dow Corning® 2501 Cosmetic Wax – Has
moisturizing properties and decreases the
tacky feel
• Dow Corning® 9011 Silicone Elastomer Blend
• Dow Corning® 9546 Silicone Elastomer Blend
• Dow Corning® PF-9510 Elastomer Suspension –
Imparts a non-greasy, non-tacky, smooth
powdery feel
• Dow Corning® HMW 2220 Non-Ionic Emulsion –
Imparts a smooth and rich feel
19
Sensory Escape Clear Plasticine
20
Ingredient Wt.% Trade Name/Supplier
Phase A
1. Cyclopentasiloxane (and)
PEG-12 Dimethicone
Crosspolymer
8 Dow Corning® 9011 Silicone
Elastomer Blend
2. Dimethicone 9.3 XIAMETER® PMX-200 Silicone Fluid
1.5CS
3. Cyclopentasiloxane (and)
Dimethicone Crosspolymer
(and) Dimethicone/Vinyl
Dimethicone Crosspolymer
(and) Dimethiconol
2 Dow Corning® 9546 Silicone Elastomer
Blend
4. Fragrance 0.5 Cotton / Majestic Mountain Sage
Phase B
5. Deionized Water 31.9
6. Propylene Glycol 37
7. Sodium Chloride 1
8. Bis-PEG-18 Methyl Ether
Dimethyl Silane 2 Dow Corning® 2501 Cosmetic Wax
9. Divinyldimethicone /
Dimethicone Copolymer
(and) C12-13 Pareth-3
(and) C12-13 Pareth-23
4 Dow Corning® HMW 2220 Non-Ionic
Emulsion
10. DMDM Hydantoin 0.1
11. Dimethicone / Vinyl
Dimethicone
Crosspolymer (and) C12-
14 Pareth-12
4 Dow Corning® PF-9510 Elastomer
Suspension
Procedure
1. In the main mixing vessel, mix Phase A ingredients together.
2. Mix Phase B ingredients in another container, dissolve them
completely while stirring and gently heat to 40°C.
3. Mix Phase B ingredients under sufficient agitation to obtain
a homogeneous mixture.
4. Add Phase B mixture to Phase A mixture very slowly with
turbulent mixing at approximately 1,300 rpm.
5. As the water phase addition proceeds, the batch will become
very viscous. Adjustment of the agitator position may be
necessary to mix the material rapidly near the surface where
the water phase addition takes place. Scraping action, together
with turbulent mixing,is recommended for large batches.
6. Continue mixing for 10-30 minutes at the same speed.
7. De-air the material using a centrifuge, if necessary.
Variations
Alternative Dow Corning products have not been tested as
of this printing.
Stability
Stable for at least three months at room temperature and 40°C.
Passes five freeze-thaw cycles.
External Reference Material
No external references identified as of this printing.
Sensory Escape So Bouncy!
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Attributes
• Jelly-like texture
• Easy to spread and apply
• Smooth feel
• Fresh effect
• Low gloss
• Water-rich (59% water)
• Cold process
Products
• XIAMETER® OFX-5329 Fluid –
Silicone polyether emulsifier
choice for O/W emulsions.
• Dow Corning® EL-7040 Hydro
Elastomer Blend – Lends a
distinctive fresh, silky powdery feel
Note: This unique rheology was achieved with a
combination of Acrylates (Aculyn), Dow Corning® EL-
7040 Hydro Elastomer Blend and XIAMETER® OFX-
5329 Fluid
Sensory Escape So Bouncy!
22
Ingredient Wt.% Trade Name/Supplier
Phase A
1. Caprylyl Methicone (and)
PEG-12 Dimethicone/ PPG-
20 Crosspolymer
15 Dow Corning® EL-7040 Hydro Elastomer
Blend
2. PEG-12 Dimethicone 4 XIAMETER® OFX-5329 Fluid
3. Pentaerythrityl
Tetraethylhexanoate 3
Hatcol 5140 / Hatco Div. Chemtura
Corp
4. Ethylhexyl
Methoxycinnamate 5
Phase B
5. Glycerin 5
6. Deionized Water 56.35
7. Acrylates/Beheneth-25
Methacrylate Copolymer 3 Novethix L-10 Polymer / Lubrizol
8. Phenoxyethanol (and)
Ethylhexylglycerin 0.9 Euxyl PE 9010 / Schulke & Mayr
Phase C
9. Iron Oxides Yellow 1 AS 5131 Alkyl Silane Treated Yellow Iron
Oxide / Color Techniques, Inc.
10. Iron Oxide Black 0.1 AS 5146 Alkyl Silane Treated Black Iron
Oxide / Color Techniques, Inc.
11. Iron Oxides Red 0.4 AS 5123 Alkyl Silane Treated Red Iron
Oxide / Color Techniques, Inc.
12. Titanium Dioxide 6 AS 5812 Alkyl Silane Treated Titanium
Dioxide / Color Techniques, Inc.
Phase D
13.Sodium Hydroxide (20%
solution in distilled water) 0.25
Procedure
1. Mix Phase A ingredients together.
2. Mix Phase B ingredients together.
3. Add Phase B mixture to Phase A mixture while mixing.
4. Add Phase C ingredients to AB mixture while mixing.
5. Add Phase D ingredients to ABC mixture while mixing.
Variations
Alternative Dow Corning products have not been tested
as of this printing.
Stability
Stable for at least three months at room temperature
and 40°C.
External Reference Material
No external references identified as of this printing.
23
Sensory Escape Bee Sweet
Attributes
• Honey-like texture
• Matte effect
• Quick absorption
• Non-greasy, silky feel
• Thixotropic gel
• Clear moisturizing gel
• Reduced tackiness
Products
• Dow Corning® 9045 Silicone Elastomer Blend
(can be substituted with 9040, EL-9140, EL-
9240)
Sensory Escape Bee Sweet
24
Ingredient Wt.% Trade Name/Supplier
Phase A
1. Sodium
Acrylate/Acryloyldimethyl
Taurate Copolymer (and)
Isohexadecane (and)
Polysorbate 80
2 Simulgel EG / Seppic S.A.
2. Cyclopentasiloxane (and)
Dimethicone Crosspolymer 35
Dow Corning® 9045 Silicone
Elastomer Blend
Phase B
3. Deionized Water 24.95
4. Propylene Glycol 37.03 Propylene Glycol / The Dow Chemical
Company
Phase C
5. Mica (and) Iron Oxides
(and) Titanium Dioxides
0.02 Cloisonné® Golden Bronze 240X / BASF
6. Phenoxyethanol (and)
Ethylhexylglycerin 0.9 Euxyl PE 9010 / Schulke & Mayr
7. Fragrance q.s. Brown Sugar & Spice Fragrance /
Majestic Mountain Sage
Procedure
1. Mix Phase A ingredients together at more than 1,000 rpm.
2. Mix Phase B ingredients together.
3. Add Phase B mixture to Phase A mixture while mixing at 400 rpm.
4. Add Phase C ingredients in order while mixing at 400 rpm.
Variations
Dow Corning® 9045 Silicone Elastomer Blend can be
replaced with either:
• Dow Corning® 9040 Silicone Elastomer Blend
• Dow Corning® EL-9140 DM Silicone Elastomer Blend
• Dow Corning® EL-9240 Silicone Elastomer Blend
Stability
Stable for at least four months at room temperature.
Viscosity: 75,000 cSt (10 rpm – spindle 7).
External Reference Material
No external reference identified as of this printing.
Sensory Escape Intense
Moisture Drop Attributes
• Easy to spread
• Moisturization
• Non-tacky, non-greasy, light feel
• Non-shiny
Products
• Dow Corning® 2501 Cosmetic Wax –
Moisturization and non-tacky feel
• XIAMETER® OFX-5329 Fluid – Used for
formulation stabilization
• Dow Corning® EP-9801 Hydro Cosmetic
Powder – Light feel and shine reduction
• Dow Corning® FZ-3196 – Brings unique
light and silky smooth feel, excellent
spreadability
• XIAMETER® PMX-200 Silicone Fluid
2CS – Improved spreading and non-
greasy feel
25
Sensory Escape Intense Moisture Drop
26
Ingredient Wt.% Trade Name/Supplier
Phase A
1. Deionized Water 62
2. Xanthan Gum 0.6
3. Dimethicone/Vinyl Dimethicone
Crosspolymer (and) Silica (and) Butylene
Glycol
7 Dow Corning® EP-9801 Hydro
Cosmetic Powder
4. Disodium EDTA 0.05
5. Glycerin 6
6. Propylene Glycol 2
7. Bis-PEG-18 Methyl Ether
Dimethyl Silane 2
Dow Corning® 2501
Cosmetic Wax
Phase B
8. Pentaerythrityl Tetraethylhexanoate 3 Hatcol 5140 / Hatco Div. Chemtura
Corp
9. Dimethicone 7 XIAMETER® PMX-200 SIL Fluid 2CS
10. Caprylyl Methicone 2 Dow Corning® FZ-3196
11. PEG-12 Dimethicone 3 XIAMETER® OFX-5329 Fluid
Phase C
12. Tocopherol Acetate 0.5
13. Phenoxyethanol (and) Ethylhexylglycerin 0.6 Euxyl PE 9010 / Schulke & Mayr
14. Fragrance 0.25 Cucumber & Aloe Fragrance / Majestic
Mountain Sage
Procedure
1. Disperse ingredient 2 into ingredient 1
and mix until homogeneous.
2. Add ingredients 3, 4, 5, 6 and 7, mixing
well after each addition.
3. Heat to 45°C and remove beaker from heat.
4. Mix Phase B ingredients together.
5. Add Phase B mixture to Phase A mixture
while mixing.
6. Add Phase C ingredients in order listed to AB
mixture and mix until homogeneous.
Variations
Alternative Dow Corning® products have not been
tested as of this printing.
Stability
Stable for at least three months at room temperature
and 40°C.
External Reference Material
No external references identified as of this printing.
Texture Summary
27
Name Texture Type Other Attributes
Pink-A-Chew Elastic-like chewing gum Rich nourishing emolliency,
smooth after feel, substantivity
Clear Plasticine Smooth, light, cushioned gel
Iridescent, translucent
appearance; melts onto skin;
can be molded with hands
So Bouncy! Jelly, smooth, fresh effect Easy to spread, low gloss, water
rich, BB cream formulation
Bee Sweet Honey-like, silky Matte effect, quick absorption,
moisturizing gel
Intense Moisture Serum Light, silky, non-tacky,
non-greasy
Water-rich, matte effect, good
spreadability, moisturizing
The information provided in this presentation does not constitute a contractual commitment by Dow Corning. While Dow Corning
does its best to assure that information contained in this presentation is accurate and fully up-to-date, Dow Corning does not
guarantee or warranty the accuracy or completeness of information provided in this presentation. Dow Corning reserves the right
to make improvements, corrections and/or changes to this presentation in the future.
Additional Resources
Elastomer Guide
27-1413-01
28
Emulsifier Guide
27-1369C-01
Gum Blends Guide
95-1165A-01
The information provided in this presentation does not constitute a contractual commitment by Dow Corning. While Dow Corning
does its best to assure that information contained in this presentation is accurate and fully up-to-date, Dow Corning does not
guarantee or warranty the accuracy or completeness of information provided in this presentation. Dow Corning reserves the right
to make improvements, corrections and/or changes to this presentation in the future.
29
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