Shiseido : Develops Two Approaches to Correct the Cross-Sectional Shape of Hair
April 17, 2018 at 10:07 pm EDT
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Release Date： Apr. 18, 2018
Publisher： Shiseido
Technology / R&D
Shiseido Develops Two Approaches to Correct the Cross-Sectional Shape of Hair
~Restoring hair vitality and creating manageable glossy hair~
Shiseido Company, Limited (Shiseido) has discovered that the distortion and flattening in the cross-sectional shape of damaged hair will be further deteriorated through the daily routine of shampooing and drying, and successfully developed two methods that correct and restore such distortion and flattening in the cross section of damaged and frizzy hair. Shiseido will leverage each technology into further development of haircare products for both professional and general home use.
Changes in cross-sectional shape of damaged hair
Conventional hair care methods for damaged hair mainly approached cracked cuticles on the hair surface or the inside structure such as porous hair. In the meantime, Shiseido focused on the distortion in cross-sectional shape of a single hair and has found out that a hair damaged by chemical treatments such as perming swells easily when it gets wet, e.g. by shampooing, and then its cross-sectional shape will be further distorted as it shrinks when it dries.
Future application of these technologies
While GA requires professional treatment, its shape restoration effect lasts for about one month. On the other hand, LTC can be used for treatment simply and repeatedly. Thus, Shiseido is planning to apply GA to the development of professional salon products, and LTC - to hair care products for home use.
※The content of the release is correct as of the time of release, but please note that it may in some cases differ from the latest information.
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Shiseido Co. Ltd. published this content on 18 April 2018 and is solely responsible for the information contained herein. Distributed by Public, unedited and unaltered, on 18 April 2018 02:06:07 UTC
Shiseido Company, Limited specializes in the design, manufacturing and marketing of cosmetics. The group offers beauty products (including makeup items, coloring, etc. ; Shiseido, Aupr's, DQ, Za, Revital Granas, B?n?fique, Maquillage and Elixir), skin care products (skin creams, bath and shower gels, shampoos, etc. ; Aqua Label, Integrate, Tsubaki and Uno), perfumes (Issey Miyake, narciso Rodriguez, Elis Saab and Azzedine Ala?a) as well as professional products (Joico, Decl?or and Carita).
Net sales are distributed geographically as follows: Japan (32.9%), China (25.6%), Asia and Oceania (6.4%), Europe/Middle East/Africa (10.3%), Americas (9.9%) and other (14.9%).
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