Meeting/Event Information

SPEAKER: Marcia Paula

Topic: New Approach to Address the Unmet Needs of Textured Hair

Let’s face it, not all hair is created equal!!  Ethnic hair, typically classified as type 3 of 4 hair, has a different morphology than type 1 and 2 hair and therefore requires different care and often, a more regimented hair care routine.   Based on deep consumer surveys, in addition to stronger and resistant hair, ethnic hair consumers still want their hair to be moisturized and soft, to have a better curvature definition, a greater perception of shine, to repair split ends. The have a strong desire to use products that make detangling easier and provide curls elongation with less shrinkage effect, in addition to their keen awareness about maintain a healthy scalp.  All these specific needs are linked to the unique textured hair morphology and structure, which demands a more attentive look in terms of new test methodologies and specific technologies.  

In this eye-opening presentation, we take a deep dive into the struggles the ethnic hair care consumers deal with on a daily basis. We explore their “wash day” routine as well as their struggles in maintaining styles in the days following, In addition, we look at solutions to help with specific needs for both the hair fiber as well as the scalp and ideas to promote a customized regimen to these fulfil the specific needs of the consumers.

Marcia Paula is currently the Global Hair Care Category Director at Symrise. She has over 20 years of experience in the cosmetic industry in both regional as well as global roles. Prior to her work in leading all hair care initiatives at Symrise, she was a regional business manager for the Latin American market, and she was also a product manager and sales executive at Cognis. Marcia has published many papers and scientific articles and has frequently presented at international conferences. Marcia has a degree in pharmacy and biochemistry from Osvaldo Cruz University in Brazil where she also worked as a professor in cosmetology.

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Symrise collaborates with its clients to develop new ideas and market-ready concepts for products that are an indispensable part of everyday life.

Sustainability has always been an integral part of our corporate strategy and is reflected throughout our entire value chain, including: the cultivation and decomposition of our key raw materials, the collaboration with our local partners and suppliers around the globe, product development and optimization of our manufacturing processes, and the sale of our products to customers and consumers worldwide. Symrise will be climate-positive by 2030.

Symrise Cosmetic Ingredients portfolio is comprised of sustainable, clean, conscious and responsible beauty care solutions that includes advanced actives, modern product preservation solutions, protection against sun and environmental aggressors, innovative hair care ingredients, botanical extracts and high-performance functionals.

Recent launches include: SuperVisiome^® EPH, SymProtin^® Oat, and SymEffect™ UV.

To learn more, we invite you to please visit SymSelect.com and beautyactivations.symrise.com