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TEENAGERS Powered By Docstoc
               Formulations Guideline

                     Hair Conditioners

                         Shower Gels

                       Face Cleansers

                          Wet Wipes

                    Intimate Cleansers

The technology of KAO’s surfactants applied to Personal Care products
                                    Teenagers: A growing young market

    The latest trends indicate that the use of personal care products, including
    cosmetics, makeup and hair care items, has grown in the last few years,
    making teenagers a crucial population segment for manufacturers and

    Teenage consumers are prepared to experiment with a wide variety of
    products and brands, and this plays an important role in forming their long-
    term personal care routines and preferences. This is particularly important as
    teenagers are on the threshold to becoming young adults, one of today's
    largest demographic segments.

                                                        It is also common knowledge that teenagers' skin is different. It
                                                        generally produces more sebum than mature skin, due to hormone
                                                        changes, and therefore excessive oil can cause some problems.

                                                        In addition, teenage personal care is largely driven by the desire to
                                                        establish a sense of individuality, tempered by a need to belong to, or
                                                        be accepted by society in general or by a particular group.

    KAO Chemicals Europe, in line with the latest market demands and trends, has developed a complete cosmetic formulation
    range for the teenager segment.

     I.       CONDITIONERS

                                                                                              III.      SKIN CARE
     II.      SHAMPOOS

                                                                                              iv.      BODY CARE

                                     I.       HAIR CARE - CONDITIONERS

Nowadays shampoos and conditioners are seen as basic hair care necessities in our society and this is clearly reflected in their
larger proportion of sales compared to other segments. Conditioners also represent an important part in the teenage cosmetic
market, and this fact is well known to formulators and manufacturers who try to keep up with the latest fashion trends and fads
in order to be well positioned.

                                                                                            KALCOL® 6850
REVITALIZING CONDITIONER                                                   Ref. C-219                                                3.0
                                                                                            Cetearyl Alcohol

                                                                                            AMIDET® APA-22
This      conditioner       has      been      The       formulation             includes                                            1.5
                                                                                            Behenamidopropyl Dimethylamine

developed for all hair types, to               AMIDET®APA           22,     a      highly   SOFCARE GP-1
                                                                                            PPG-3 Caprylyl Ether
provide      a      moisturizing      and      effective cationic surfactant for
                                                                                            Tocopheryl Acetate                       0.3
repairing effect, leaving hair soft            conditioners         when         properly
                                                                                            Lactic Acid (90% solution)               0.3
and easy to comb. It is enriched               neutralized         with     an      acid,   Panthenol (50% solution )                0.5
with vitamins such as B5, said to              containing      no     solvents       and    Preservative                             q.s.
                                                                                            Perfume                                  q.s.
fortify and nourish hair, leaving it           presenting      a     better      sensory
                                                                                            Deionized Water                    Up to 100%
beautifully silky.                             profile             than            other
This       formulation            includes     Includes products that attempt to
LEAVE-ON HAIR RINSE                                                   Ref.
                                               improve the texture and C-165                TETRANYL® CO-40
AMIDET®APA 22, a highly effective              appearance and increase the                  Dioleoylethyl                            1.7
                                               overall ease of manipulating and             Hydroxyethylmonium
cationic      surfactant      for
In keeping with the easy-to-make               This product is an example of                Methosulfate
                                               handling of hair. Excludes leave-
conditioners    when              properly     in AND no rinse conditioners, and               TETRANYL®CO
                                                                                            LEVENOL® H&B             40 is especially
and       easy-to-apply              idea,     sustainability:     low     energy                                                    0.5
                                               other intensive conditioning                 Glycereth-2 Cocoate
neutralized with an acid, without                                                               suitable       for    this    type      of
production of this leave-on hair               products (these go its production
                                               consumption in under Hair
                                                                                            KAOPAN® TW L120
                                                                                                 formulations,       thanks    to 0.5
any is very simple its it content
rinse solvent in as can be                     Products - Treatments). Also
                                               and, because it is a leave-on,               Polysorbate-20
                                               excluded are products for by                                                  2.0
                                                                                            Propylene Glycol an oleic acid derived
                                                                                                liquidity. It is
presents a better temperature. In
prepared at room sensory profile               water
                                                             salon staff.     and
                                                                                                esterquat, which provides a q.s.
                                                                                            Dye(s)                           very
when comparing with other
addition, this formulation is                  wastewater           are         reduced.
                                                                                            Preservative                    q.s.
monoalkylquats. spray application,                                                              smooth to hair due to two alkyl
presented as a                                 TETRANYL®CO 40 is an oleic acid-             Perfume                                  q.s.
Includes it easier that apply on all                                                           chain.
                                                                                            NaOH (10% solution)                      q.s.
making products to attempt to                  derived esterquat, which makes
improve the texture and                                                                     Deionized Water                    Up to 100%
hair types.
appearance and increase the                    hair feel very smooth and is
overall ease of manipulating and
                                               especially suitable for this type of
handling of hair. Excludes leave-in
AND no rinse conditioners, and                 formulations.
other intensive conditioning
                                                                                            KALCOL® 6850
products (these go under Hair                                                                                                        2.5
VOLUME HAIRAlso            RINSE                                           Ref. C-150       Cetearyl Alcohol
Products - Treatments).
excluded are products for by                                                                TETRANYL® CO-40
professional salon staff.                                                                                                  40
                                                                                            The combination of TETRANYL®CO0.9
 This formulation has been                     The           combination               of   Hydroxyethylmonium
                                                                                            and AMIDET® APA-22 in the same
developed to obtain hair volume-               TETRANYL®CO 40 and                           AMIDET® APA-22
                                                                                            formula creates synergistic effects in
                                                                                            Behenamidopropyl Dimethylamine
up without cumulative effects. It is           AMIDET® APA-22 in the same
                                                                                             Isopropyl reduced
                                                                                            terms ofMyristate          viscosity     and
easily     rinsed     out    and      after    formula creates synergistic effects
                                                                                             Lactic Acid (90%
                                                                                            combing force. solution)                 0.15
application combing is easier, wet             in terms of reduced viscosity and            Preservative                             q.s.
or dry.                                        combing force.                               Perfume                                  q.s.
                                                                                            Deionized Water                    Up to 100%

                                                                                                                II.                   HAIR CARE - SHAMPOOS

    EMAL® 270 D                                                                                                                               There is a growing market for color protection shampoos as more people are coloring their hair. This fact is even more evident in
                                      12.8         AFTER-SUN SHAMPOO                                                       Ref. C-157
    Sodium Laureth Sulfate
                                                                                                                                              the teenage market. KAO has developed two types of hair color products: a “Color Protection Shampoo” and a “Color & Care
                                       5.0                                                                                                    Shampoo”.
    Sodium Laureth-5 Carboxylate
                                                 Protecting the hair is even more             AKYPO® FOAM RL 40 provides
    GLC 99%                                                                                   excellent wet hair detangling and
                                       3.0       important when environmental

    BETADET® HR                                  conditions become harsher, like in           combing       force,        and      imparts
    Cocamidopropyl Betaine
                                                 summer.                                      smoothness during rinse-off. In                                                                                                                  EMAL® 270 D
    AMIDET® N                                                                                                                                     COLOR PROTECTION SHAMPOO                                             Ref. C-151              Sodium Laureth Sulfate
                                       1.0                                                    addition,      AKYPO®             enhances
    PEG-4 Rapeseedamide
                                                  This      after-sun        shampoo     is                                                                                                                                                    BETADET® THC-2
    Dow Corning 200F 350cst           0.5                                                    coacervate formation, affording                                                                                                                                                          7.5
                                                                                                                                                This    product         gently   cleanses       In addition, the combination of                Disodium Cocoamphodiacetate
                                                 enriched with UV filter, Ceramide
    Carbopol Ultrez 21                0.2                                                    greater deposition of polymers                                                                                                                   AMIDET® APA-22
                                                and Vitamin C, protecting hair                                                                 without stripping, fading or dulling            AKYPO® and AMIDET® APA-22                                                              2.0
    Jaguar C-17                        0.3                                                                                                                                                                                                     Behenamidopropyl Dimethylamine
                                                                                              and hydrophobic raw materials
    Covabsorb                         2.0       exposed to the sun, seawater and                                                               color, and provides color, shine                creates synergistic effects in terms           AKYPO® RLM 100
                                                                                              such as silicone and UV filters on                                                                                                               Laureth-11 Carboxylic Acid
    Vamothin SBXT                     0.4       chlorine, and enhancing its natural                                                            and vitality to hair.                           of color loss prevention, combing
                                                                                              hair.                                                                                                                                            DANOX® PL-10
    Preservative                       q.s.                                                                                                                                                     force and general feel.                                                                4.0
                                                 shine, making hair softer and                                                                                                                                                                 Pearlizing Agent
    Perfume                            q.s.
                                                 more glossy.                                                                                                                                                                                  UcareTM JR-30M                          0.2
    Deionized Water                 Up to 100%                                                                                                                                                                                                        
                                                                                                                                                                                                                                               Silsoft Q                               1.0
                                                                                                                                                In this formulation AKYPO® RLM                  Moreover, DANOX® PL-10,
                                                                                                                                                                                                                                               CrothixTM Liquid                        1.5
                                                                                                                                                100 offers excellent performance                a pearlizing agent, improves the
                                                                                                                                                                                                                                               Preservative                            q.s.
                                                                                                                                                in preventing color loss in dyed                product's appearance, making it                Perfume                                 q.s.
                                                                                                                                                hair when compared to other                     more attractive to consumers.                  Deionized Water                   Up to 100%
    EMAL 270 D                                                                                                                                  anionic surfactants.
                                      14.0       ANTI-DANDRUFF SHAMPOO                                                    Ref. C-211
    Sodium Laureth Sulfate

    Sodium Laureth-5 Carboxylate
                                                 This anti-dandruff shampoo is                EXCEPARL®       LM-LC,         our      new
                                       2.5       based on TETRANYL® U and Zinc                natural EO-free thickener, plays a
    Glycereth-2 Cocoate

    DANOX® PL-10                                 Pyrithione,     to     eliminate      and    very    important       role       in   this
    Pearlizing Agent
                                                 prevent dandruff formation. A                formulation by helping to suspend
    Lauryl Lactate                               mixture of cationic polymers and             the Zinc Pyrithione. It provides
    TETRANYL U                                   silicones has been used to leave             higher viscosity under storage
    Undecylenamidopropyltrimoniun      0.5
    Methosulfate                                 the hair smooth and easy to comb.            conditions,      preventing             the
    Dow Corning 200 350cst            0.5
                                                 The combination of AKYPO® with               sedimentation          of         dispersed
    Jaguar C-162                      0.1                                                                                                     AKYPO® FOAM RL40
                                                                                                                                                                                                   COLOR & CARE SHAMPOO (SLES-FREE)
    EDTA.Na4                           0.2
                                                 these       conditioning         agents      particles. Furthermore, it acts as a             Sodium Laureth-5 Carboxylate                                                                                                     Ref. C-220
                                                 improves       deposition       without      very mild thickener with foam                    BETADET S-20
    UcareTM LR 400                     0.2                                                                                                                                             9.0
                                                                                                                                               Lauryl Hydroxysultaine                                In this case this Color & Care                    BETADET® S-20, as a very mild co-
    Zinc Pyrion 48%                    2.0       build-up      due      to    coacervates     stabilizing properties.                          AMIDET® APA-22
    Micronized                                                                                                                                                                         1.5           Shampoo offers long lasting color                 surfactant, helps boost foaming
                                                                                                                                               Behenamidopropyl Dimethylamine
    Dye(s)                             0.5
                                                 formed during the rinsing step.
                                                                                                                                               Silsoft Q                              1.0           vibrancy   with      intensive    care,           and        guarantees    good      low-
    Preservative                       q.s.
                                                                                                                                               AculynTM 60                             0.4           without forgetting current market                 temperature stability.
    Perfume                            q.s.
                                                                                                                                               Carbopol Ultrez 21                     0.3
    NaCl                               q.s.                                                                                                                                                          “-free” trends.
                                                                                                                                               UcareTM JR-30M                          0.15
    Deionized Water                 Up to 100%
                                                                                                                                               Preservative                            q.s.
                                                                                                                                               Perfume                                 q.s.
                                                                                                                                               Deionized Water                     Up to 100%

4                                                                                                                                                                                                                                                                                                5
                                                  III.            SKIN CARE

      Skin care routines, from cleansing to moisturizing, are followed by many consumers. And although most of these consumers
      are women, the teenage market is growing fast (according to new studies, around 50% of boys and 66% of girls aged 15-17 use
      facial care products). Within this market, KAO has developed three products: a “Sensitive Skin Facial Wash” which gently
      removes impurities, leaving the skin soft and smooth, an “Oil Control Face Wash” with refreshing and soothing properties, and
      a “Make-Up Remover” that through the use of wet wipes helps to get rid of makeup residue.

    EMAL® 270 D                                          OILY SKIN FACE CLEANSER                                        Ref. C-221
    Sodium Laureth Sulfate

                                        3.2              This   product    is   designed    to    Its ingredients include AMIDET®N,
    PEG-4 Rapeseedamide

    BETADET® S-20                                        eliminate sebum and impurities           which acts a very mild thickener
    Lauryl Hydroxysultaine
                                                         and can be used daily. It cleanses       with foam boosting properties.
    GLC 99%
                                        6.0              the face, eliminating excess sebum

    Salicylic Acid                      1.0              thanks to active ingredients such
    NaCl                                q.s.
                                                         as salicylic acid that inhibits the
    Preservative                        q.s.
    Perfume                             q.s.
                                                         development of acne.
    Deionized Water                  Up to 100%

    EMAL®270 D
                                        9.7              SENSITIVE SKIN FACE CLEANSER                                   Ref. C-222
    Sodium Laureth Sulfate
    Sodium Laureth-5 Carboxylate                         An extra gentle cleanser has been        This   formulation     incorporates
    BETADET S-20
                                        5.3              formulated       for         deep-down   AKYPO® FOAM RL 40, which
    Lauryl Hydroxysultaine

    GLC 99%                                              cleansing while leaving the skin soft    improves the foam behavior of
                                                         and smooth. This face cleanser is        cleansing products when used as a
    Propylene Glycol                    1.5
                                                         said to gently remove dirt, oil and      co-surfactant   and     has   mild
    Carbopol Ultrez 21                 1.3
    Preservative                        q.s.             makeup without causing redness,          properties.
    Perfume                             q.s.             over-drying or irritation.
    Deionized Water                  Up to 100%

                                        5.0              MAKEUP REMOVER – WET WIPES                                     Ref. C-147
    Glycereth-7 Caprylate/Caprate

    GLC 99%
                                                         Nowadays, wipes have become a            EMANON®EV-E      is   effective in
    FINDET® ARH/52
                                        2.0              means for cleansing the skin at          removing other kinds of makeup
    PEG-40 Hydrogenated Castor Oil

    Aloe Vera Gel                       0.25             any time. With the EMANON®EV-E           like lipstick, lash mascara and
    Perfume                             q.s.             formulation, the cleansing speed         eyeliner.
    Dye(s)                              q.s.
                                                         and lack of residue are clearly
    Citric Acid (10% solution)          q.s.
    Preservative                        q.s.             better than those of the market
    Perfume                             q.s.             reference product.
    Deionized Water                  Up to 100%
                                          IV.                  BODY CARE

                                                                   When providing body care products one has to take into
                                                                   account the different requirements of the teenage
                                                                   market. So, this range of products will have to fulfill
                                                                   three main aspects: cost-effectiveness, moisturizing
                                                                   properties and mildness, as well as keep up with the
                                                                   very latest market trends in terms of color, appearance
                                                                   and perfume.

                                                                                            AKYPO® FOAM RL40
BODY CLEANSING FOAM (SLES-FREE)                                             Ref. C-223                                          10.0
                                                                                            Sodium Laureth-5 Carboxylate

                                                                                            EMAL® 30E
This body cleansing foam has been                This         formulation       contains    Sodium Lauryl Sulfate

                                                                                            LEVENOL® H&B
developed for application in pump                LEVENOLH&B, an extra mild,                Glycereth-2 Cocoate

foamers,      providing   a     creamy,          non-ionic         surfactant       with    Abil B88183                        0.5
stable foam and improving skin                   emulsifying        properties.      This   Mediacalm                           0.2
                                                                                            Preservative                        q.s.
feel. In addition this product is a              surfactant is also a good skin
                                                                                            Perfume                             q.s.
SLES-free liquid composition that                emollient, a good moisturizing             Deionized Water                 Up to 100%
cleanses and moisturizes hands,                  agent, a foam booster and a
body and even hair.                              thickening agent.

                                                                            Working with these premises, three formulations have
                                                                   been developed to emphasize® each of the properties
INTIMATE HYGIENE                                                         Ref. C-186         BETADET HR                          18.3
                                                                                          Cocamidopropyl Betaine
                                                                   mentioned. The Standard Bath Gel, while moisturizing and non
                                                                                            AMIDET® N
Nowadays,       worldwide       markets         In                           is designed                                        5.3
                                                            seekingirritant,sulfate-free to be efficient and affordable at the same
                                                                                             PEG-4 Rapeseedamide

demand more developed and                       formulations,      time.
                                                                      we          chose     AKYPO® SOFT 100 BVC
                                                                                            Sodium Laureth-11 Carboxylate
sophisticated formulations. In this             AKYPO SOFT 100 BVC asThe main objective of the second formulation is to
                                                                      the main              
                                                                                            Extrapon Special
case   this    product    has     been          surfactant, as provide a pleasant moisturizing effect and includes DANOX® PL-
                                                                it gives a clear       Camomile

specially     designed    for    young          product      with 10, a pearlizing agent that gives a top-notch look to the q.s.
                                                                                           CrothixTM Liquid
                                                                   extremely mild                                           Bath
                                                                                            Citric Acid (50% solution)          q.s.
women's intimate hygiene, being                 properties.     It Gel and helps increase the viscosity of the final product.
                                                                     softly cleanses
                                                                                            Preservative                        q.s.
SLES-free and suitable for daily                sensitive intimate zonesLast but not least, the extra-mild formulation is based
                                                                         with the       Perfume                            q.s.
use.                                                                                    Deionized Water
                                                                on AKYPO® FOAM RL 40, a premium cost-effectiveUp to 100%
                                                soothing properties of camomile,                                        anionic
                                                                 surfactant all is
                                                giving a feeling of freshnessthatday highly suitable for replacing other, more
                                                                irritant anionic
                                                and leaving the skin odor-free. surfactants. AMIDET® N gives the necessary
                                                                   viscosity without increasing irritation levels and enhances the
                                                                   foaming performance.

                               Our Mission is “to strive for the wholehearted satisfaction
                               and enrichment of the lives of people globally” through
                               the Company’s core domain of value added chemicals.

                               Fully committed to this mission, all members of the Kao
                               Group work together with passion to provide products of
                               excellent value created from the customer’s perspective.
                               In so doing, we “share joy with the customer”.

                               We aim to be “a global group of companies that is closest
                               to the customer in each market”, earning the respect and
                               trust of all stakeholders and contributing towards the
                               sustainable development of society.

            Kao Chemicals Europe
Trademark   Chemical Description        Appearance (20ºC)         Active Matter (%)


                                                      Kao Corporation, S.A.
                                                      Puig dels Tudons, 10
                                                      E-08210 Barberà del Vallès
                                                      (Barcelona) Spain
                                                      Tel: +34 93 7399-300
                                                      Fax:+34 93 7399-377

                                                     Kao Chemicals GmbH
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                                                     D-46446 Emmerich, Germany
                                                     Tel: +49(0)2822 711-0
                                                     Fax:+49(0)2822 711-201

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