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White Papers / Tech Papers

Understanding Hair Moisturization From Consumers’ Perspective

Released By BASF Care Chemicals


Hair is an important component of body image, with healthy and beautiful hair always at the top of consumers’ wish list. Depending on the culture and fashion, hair’s physical characteristics could be manipulated to our desire through different processes: heat treatment (e.g. curling/ironing), chemical treatment (e.g. bleaching/coloring, permanent/straightening styling), or styling with cosmetic products. Nevertheless, some of these manipulation processes also alter the physical and chemical properties of the hair, resulting in change of hair characteristics, a side effect which is undesirable to the consumers.

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