November 12, 2010

Mandom Develops Third New Styling Mechanism
After Setting Polymer and Oil-Derived Styling Mechanisms“Style with powder”
Mandom Corporation (headquarters: Osaka; CEO: Motonobu Nishimura; hereinafter, “Mandom”) studied a newstyling mechanism called powder styling, in which the hair is hooked together and styled, a concept completely
different from that of conventional styling mechanisms. As a result, Mandom successfully developed a stylingtechnology that is optimal for soft volume that feels light and natural. In the future, Mandom plans to market stylingagents that apply this technology.

1. Hardening and sticking, the styling mechanisms of previous styling agents
Styling mechanisms of previous styling agents are broadly divided into 2 types,  styling with the fixing strengthof a set polymer and  styling with the adhesive strength of oil, and these mechanisms have been used in various
styling products. Typical examples of include hair foam, hair spray, and hair gel, which characteristically work bytightly hardening and holding hair with the film formed by setting polymers. Typical examples of  include hairliquid and hair wax, which characteristically work by sticking the hair together with the adhesive strength of an oil,such as wax, to create a flow of hair bundles and hair, allowing the hair to be restyled many times. Either mechanism
can be used to support a variety of hair styles. However, styling agents that use hardening strength and adhesivestrength do not provide an optimal feeling or styling power that meets the recent styling trend of a natural finish with
soft volume or the styling needs of older hair, in particular, which has reduced firmness and resilience. Therefore,Mandom has been studying a new type of styling agent.
Figure 1. Previous styling mechanisms
 Styling with a setting polymer

 Styling with oilInquiries
Mandom Corporation PR Representatives
Sutani and Namai,

TEL: 06-6767-5021

Contact

mandom corp.
Public Relations Div.
mail: press@mandom.co.jp

URL: https://www.mandom.co.jp/en/

Please contact us in Japanese or English.

-1-2. Third styling mechanism: “hook” powder styling
In order to develop a new styling technology, we focused on powder, which has not been previously used as a primary
ingredient for hair styling. We found that certain powder ingredients (volume powder, “VO powder”) have styling power andrestyling ability, as well as an optimal styling effect for increasing soft volume. VO powder styling uses a novel stylingmechanism completely different from conventional styling mechanisms (fixing/sticking): the powder components form
minute concavities and convexities on the surface of the hair, causing the hairs to hook onto one another and create a sense of
three-dimensional volume. Unlike previous styling agents, this agent (mechanism) styles by causing the individual hairs tohook onto one another without sticking, so it is optimal for achieving natural, fluffy volume and provides a totally new, lightfeeling of use.
Figure 2. New styling method, powder styling (adherence and schematic diagram)

3. Characteristics of volume powder Blends into the hair and creates minute concavities and convexities
Previously, powder components in styling agents were used as a supplement to oil or other styling ingredients todecrease shininess, provide a matte look, reduce stickiness, etc.
After screening various powder components, Mandom discovered that VO powder (silica) could be individually used forstyling and restyling without other components and that the unique structure of VO powder was important for styling.
The major characteristic of VO powder is its unique structure (Figure 3; higher-order structure in which first-orderparticles are aggregated), whose distortions were found to allow it to easily blend into the hair and hook the hairs to eachanother. The adhered VO powder creates minute convexities and concavities in the surface of the hair, causing individual
hairs to hook to one another, thereby achieving a fluffy, natural, high-volume style. Figure 4 In addition, the powder does
not fall out of the hair easily, even when the hair is folded or bent, so it does not lose its styling ability, and it can be
repeatedly used to restyle the hair. In addition, this VO powder has good affinity to the hair, blending into it without
appearing white on the hair.
Figure 3. VO powder structure (schematic diagram)Primary Secondary
Particle particle

Fig. 4 Adherence to the hair (schematic diagram)Higher-orderstructure (structure)

Blends into the hair well, has goodaffinity, and adheres tightly to thesurface.

-2- High oil absorption and excellent styling ability
Through extensive research, VO powder was discovered to have a very high oil absorption* value, which is used as
an index of the higher-order structure. The styling ability of a powder is shown to increase as oil absorption increases. In
other words, the styling ability of a powder increases as the structure’s order increases (Figure 5).
Because of these characteristics, VO powder was found to absorb the oil in oily hair and decrease shininess.
* Oil absorption: An index of how much oil can be absorbed (specified by JIS K5101); it is related to the pore volume of the powder
itself and the magnitude of the space in the higher-order structure.

Figure 5. Evaluation of styling

VO powderability (functional assessment)of the difference in oil absorptionof powder ingredients

LowStylingabilityHigh

Oil absorption (mL/g)

 Usability study confirms soft volume effect.
In a usability study of styling agents containing VO powder, 98% of people felt a greater soft-volume styling effect thanwith conventional styling agents (Figure 6).
Figure 6. Usability study results for styling agents containing VO powder (Mandom study, study of 56 men)

Created the softest volume ever achieved
Created a softer volume than general styling agents
No difference from other styling agents.

In this way, styling agents that use the novel mechanism of powder styling, a concept completely different from that ofconventional styling mechanisms, have the characteristics of i) creating a light natural finish and being optimal forincreasing soft volume, ii) allowing restyling and multiple rearrangements of the hair, and iii) being able to absorb oil in
the hair and create a light finish with no stickiness.
Specifically, it is intended to be used as styling mechanism that is optimal for hair types previously considered difficult
to style, such as thin hair, soft hair, hair without firmness or resilience, and sticky hair.
End of document-3-