Shampoo for restoring shine
Dr Jolon Dyer tries out Segreta Shampoo
AgResearch's breakthroughs in understanding the modification and degradation of fibrous proteins have led to a major contract with Japanese cosmetic giant Kao Corporate.
The company wanted to develop a shampoo that would really improve, as well as wash, the hair of over-40s women. Market research indicated that a majority of women are deeply concerned with losing shine and bounce in their hair as they age. In the hair-care market, however, information and brands are focused on younger consumers and are limited for mature women.
The subsequent research undertaken by the team was able to demonstrate at the hair protein level, the effect of eucalyptus extract in restoring shine to dull hair. They were able to show that the extract works within the hair fibre to gradually straighten out micro-kinks that lead to loss of lustre.
The range of hair-care products called Segreta (Italian for Secret) is marketed as hair care technology that worked at the cellular level. The Segreta hair-care products have been a huge success in Japan and Kao are currently considering expanding sales of the products into further international markets.