The Lubrizol Corporation introduced five new personal care concepts at this year’s in-Cosmetics® show in London, April 4-6. Attendees visiting Lubrizol booth GG 20 had the opportunity to learn about the following new offerings: In skin care, Lubrizol introduced Pemulen™ EZ-4U Polymeric Emulsifier, an easy-todisperse, robust and highly efficient solution for providing emulsion stability in skin and sun care products, combining a smooth texture and a pleasant fresh sensory. We also highlighted innovative face color cosmetic formulas featuring the versatility of Avalure™ Flex-6 polymer to stabilize a variety of highly pigmented systems, from W/O to O/W emulsions, with soft after feel and comfortable wear.

Lubrizol also featured a new concept targeting busy mothers that choose to be both 100% mother and 100% woman. Lubrizol assists in making this possible with its latest “WOW MOM” beauty survival kit, offering active mothers an opportunity to indulge and care for their skin, and to have that special moment for themselves every day. In bath & shower, Lubrizol presented a new concept, “Bubbly Break”: a unique combination of texture, feel and format. This set of solutions is designed to awaken the senses, bringing relief, energy and fun, through enhanced feel, foam, fragrance and flow. Customers were soothed by our ultra-mild cream formulated with Carbopol® Ultrez 20 polymer, refreshed by the icy texture brought by Novethix™ L-10 polymer in the micellar gel and pampered by our body wash thickened with Glucamate™ VLT Thickener.

In hair care, a new rheology modifier with unprecedented versatility targeting styling applications was introduced. Carbopol® CLEAR polymer offers formulators easy access to a wide choice of product formats ranging from traditional styling gels with brilliant clarity toward novel product textures, clays and waxes. Molecular cosmetics and botanicals was also promoted in the Skin Care Corner.