 Opacifier

Opulyn

Sylvie DOULUT

Valbonne - 19th April 2011

 Agenda
• Value Proposition
• Product Line
• Features and Benefits
• Market overview
• Product Family & Application Area
• Functionality/Technical Attributes and Key Applications
• Positioning Statement
• Technical Issue
• Regulations
• Selling Tools
• Competitive Landscape
• Summary and conclusion

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 Value proposition

For formulators of economy to luxury toiletries (shower

gels, shampoos, liquid soaps,..)

the Opulyn™ Opacifiers

offers the best way to opacify formulations with ease of
use and cost-effectiveness

because Dow Personal Care’s core competency in

acrylates technology has lead to unique styrene/
acrylate and styrene/acrylamide polymer design

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  product line
Opulyn

Presentation

Trade name: pH solids Particle size Ionicity

Opulyn ™ 301 2.05-2.5 40 % 170 nm Anionic
Opulyn ™ 302 B 2.05-3.0 40 % 210 nm Anionic
Opulyn ™ 303 B 2.05-3.0 40 % 250 nm Nonionic
Opulyn ™ 305 2.05-2.5 40 % 300 nm Anionic

All products < 50 cPs (Brookfield LV #1, 60 rpm, 25°C)

INCI names:
Styrene/Acrylates copolymer (Opulyn 301, Opulyn 302B)
Styrene/Acrylamide copolymer (Opulyn 303B)
Acrylates / PEG-10 Maleate / Styrene copolymer (Opulyn 305)

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 Features and Benefits

OPULYN™ Opacifier
Opulyn™ Opacifier technology that Light Scattering Model
modify the appearance of formulations
Incoming light
through efficient light scattering. Scattered
light

Effective at low use levels (0.1-1%)

Impart a translucent to milky and/or lotionized Opulyn™ opacifier particle

appearance with uniform opacity to formulations

Enable formulators to make sensory claims

such as: “luxurious texture”, “creamy formula”,
“rich feel” Opulyn™ opacifier particle

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 Opacifier Market Overview
Key Insight: Body washes is the key market for opacifiers

Opacifiers usage pattern among new products

Source: Mintel March 09-March11

New product launched over the
past two years and containing Liquid Hand
Soaps;
opacifiers are mostly body washes 15,69%
Shampoos;
& liquid hand soaps followed by 12,21%
shampoos
Deodorants;
0,85%

Occurrence of opaque products in
Hair styling;
the new body washes launches has Body 0,46%
Washes;
been stable over the past years 70,09% Conditioners;
(2006-2011, Mintel source) 0,39%

Others;
0,31%

Dow is the market leader in
Opacifiers

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 Product Family & Application area
Critical ingredients/ parameters for opacifier stability:

Betaines (0.5%-4%): cationic at low pH (below 5.5)

Soaps (8-12%): Soap-based products are at high pHs (9-10) and high
temperature during manufacturing required

Cationic polymers (0.1%-0.5%):

cetrimonium chloride, polyquaternium-7, polyquaternium-10, guars

Many suppliers, various product types (differences in efficiency, in their
compatibility with opacifiers for ex,….)

Critical compatibility issues with opacifiers, especially at low pHs

pH: the lower the pHs the more critical for opacifier stability - the presence
of Soft preservatives (benzoic or sorbic acid, …) brings formulations to pHs
slightly below biological pH.

Electrolytes : the higher the electrolyte concentration the more critical for
opacifier stability.

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 Product Family & Application area

Top quality product (high foaming* – low irritation):

high betaine level + soft preservation (= low pH)
Ex: 7-10% SLES + ∼3% betaine + …….+ 0.5-0.8% NaCl, pH 4.5-5.5
critical parameter for opacifier stability = high cationic character of the system.

Lower quality product (basic cleansing – less foaming**):

low betaine level => higher salt content needed to achieve viscosity target.
Ex: 5-8% SLES + 0-1% betaine +…… + 1.5-3% NaCl, pH > 6.0
critical parameter for opacifier stability = high level of electrolyte

(*: high foaming: high foam quality: creamy foam / fine bubbles
(**less foaming: lower foam volume or low foam quality: big bubbles)

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 Product Positioning
High betaine systems
2.0 4.0
Typical compositions:

Opulyn 301
-SLES: 8%-10% 1.8 3.5

% Betaine
-CAPB: 2.0%-4%
1.6 3.0
-NaCl: 0.3%-2.0%

% NaCl
-opacifier: 0.5-1%
-preservative 1.4 2.5
-perfume Opulyn 302B
1.2 2.0
4.0 5.0 6.0 7.0
pH

Opulyn™ 301: Whatever the betaine level, the %NaCl, but high pH (>5.5)
Opulyn™ 302B: Whatever the pH, but low %NaCl and “lower” betaine level
Opulyn™ 303B / Opulyn™ 305: not recommended at all

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Product Positioning
Low betaine systems
3.0

Typical compositions:
2.5
-SLES: 5%-8%

% NaCl
-CAPB: 0.2-1% 2.0 Opulyn™ 305

-NaCl: > 1.5%

-opacifier: 0.5-1% 1.5
-preservative Opulyn™ 303B

-perfume 1.0 Opulyn™ 302B Opulyn™ 301

4.0 5.0 6.0 7.0 8.0
pH
Opulyn™ 305: highly recommended
Opulyn™ 303B: second choice product at higher pHs (pH 5.5)
Opulyn™ 301/ Opulyn™ 302B: not recommended at all

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 Product Positioning
Shower gel, shampoo, liquid hand soap (surfactant based)
Recommended opacifier will vary with:
- pH: <5.5, 5.4<>6.2 or >6.2
- betaine (amphoteric) level: low, intermediate or high
- NaCl (salt) level: <1.5% or >1.5%

pH < 5.5 5.4 < pH < 6.2 pH > 6.0

intermediate

intermediate

intermediate
high betaine

high betaine

high betaine
low betaine

low betaine

low betaine
[NaCl] 305 302 302 305 301 301 305 301 301
< 1.5 302 301 301 301 302 302 301 302 302
301 302 305

[NaCl] 305 303 301 305 305 301 305 303 301
> 1.5 303 305 303 303 303 303 301 303
301 301

high betaine levels (high quality shower gels)

low betaine levels (liquid hand soaps)
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 Product Positioning
Positioning by end-use application
Recommended Applications Opulyn™ 301 Opulyn™ 302B Opulyn™ 303B Opulyn™ 305

Bath and Shower Products

Shampoos
Cationic-containing Products
Hair conditioners
Liquid Soaps
Solid Soaps
Preferred Choice
Recommended
Recommended but formulation dependent

Comments:
 Surfactant based-shower products, shampoos or liquid soaps: (SLES/betaine/…/ NaCl) -
4.5<pH<8.0, critical parameters: pH, betaine level, NaCl level and presence of cationics.
 Hair conditioners: (silicones/cetrimonium chloride/……), critical parameters: presence of other
cationic.
 Soap based- shower products or liquid soaps: (soaps/SLES/(betaine)/…) – pH > 8.5, critical
parameters: ionic strength (high KOH) and presence of cationics.

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 Product Positioning
Positioning by product

Opulyn™ 301: Highly versatile opacifier for anionic surfactant-based
systems. Best performance in slightly acid to moderate pH range. Tolerates
moderate levels of inorganic electrolytes. Recommended for shampoos,
shower gels.

Opulyn™ 302B: Specifically designed for anionic surfactant-based systems

across broad pH range and with low levels of inorganic electrolytes. Preferred
choice for systems with soft preservatives, such as, shampoos, shower gels.

Opulyn™ 303B: Specifically designed to enhance the opacity of cationic

surfactant-based formulations, such as, hair conditioners.

Opulyn™ 305: Designed for anionic-surfactant based systems with high levels
of inorganic electrolytes across a broad pH range. Preferred choice for low
betaine systems, such as, liquid hand soaps.
(Not recommended for systems with quaternary ammonium derivatives or systems with
amphoteric surfactants in acidic pH range)

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 Recommendations
Storage, handling and use recommendations

Storage:
– general brochure: +4°C / +40°C (MSDS: +4°C / +45°C)

Equipment cleaning:
– high pressure washing or appropriate cleaning solution (alkaline anionic
/ nonionic surfactant mixture)

Order of addition:
– Most of time can be added directly after initial water charge
– Be aware that fatty acid neutralization requires high temperatures. In
that case and/or in case of stability issues, opacifiers should be added
diluted with product water (held out of the formulation) and added slowly
with good agitation as the final component to the formulation (after pH
adjustments, addition of dye, salt, perfume, etc.).

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 What can affect opacifiers stability and how?
Critical parameters that affect opacifier stability in various formulations:

pH

amphoteric surfactant level

salt / electrolytes

cationic polymers

Stability issues

Dispersion

Flocculation Sedimentation
with / without
Coalescence

Creaming
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 How to check opacifiers long term stability ?
Light scattering technique
Scan identification /
Principle : Equipment: recognition

Transmitted
Incident light light

35 cm
Backscattered 40 cm
light 35 cm

The higher the backscattering (BS), the higher the opacity

BS values vary with particle size (flocculation) and volume fraction (creaming or
sedimentation)

The lower the changes of BS all over the tube height, over time, the better the
stability

4 to 10 times earlier evaluation compared to visual observation

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 Technical Issues example of (non stable) flocculation - 24 days study - 20°C stability
Delta Backscattering
>0:00<
4%

Stability issue examples 2%

0% 1:05

-2%

-4%
example of sedimentation - 148 days study -40°C sta bility.lab 2:22

(days) -6%
Delta Backscattering
>0:00< -8%
14%
7:04
-10%
12%
-12%
10% Sample of shower gel stored at
-14% 24:04

8%
40°C for 5 months 1:22
flocculation +10mm
0mm sedimentation20mm
example - 25°C
30mm 40mm
Scan Code barre Ref 0:00
Delta Backscattering
6% 25%
>0:00<

4% 20%

6:20
15%
2%
7:23
10% Potential
0%
evolution
5%
-2%
148:00 0% 18:23

-4%
0mm 10mm 20mm 30mm 40mm -5%
Scan Code barre Ref 0:00
-10% 35:18
Tube height
-15%

Increase of BS -20%
56:17
in the low part of -25%
0mm 10mm 20mm 30mm 40mm
the tube = Scan Code barre Ref 0:00
sedimentation
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 Regulations
Opulyn versus Acusol OP

Opulyn: specific trade name for personal care use

Opulyn 30X: same polymer composition than Acusol OP30X

Acusol™ OP302 and Acusol™ OP303 will change their preservation system
and thus differentiate from Opulyn grades.

microbiological specifications (present on CoA) only for Opulyn™ grades

Global Cosmetic dossier available for all Opulyn™ grades incl:

- global inventory status (Cf next slide)
- cosmetic approvals
- composition information
- certifications
- cosmetic approvals
- specifications (CoA + analytical)
- toxicological information

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 Regulations (Global Inventory Status)

Australia Canada China EU** Japan Korea Philippines US

Opulyn 301 Yes Yes Yes Yes Yes Yes Yes Yes

Opulyn 302B Restrict. Yes No Yes Exempt Yes Yes Yes

Opulyn 303B Restrict. Yes Yes Yes Restrict. Yes Yes Yes

Opulyn 305 Restrict. Yes Restrict. Yes Exempt Yes Yes Yes

** Please Note: The EU status is the current status. It does not necessarily reflect the future status under
REACH.

Yes: - The product is listed on the country inventory. There are no volume limit restrictions for sale in
that country.
No: - The product is not listed on country inventory and cannot be sold into or manufactured with in the
country.
Restrict.: - The product is limited in annual quantity allowed. All orders are blocked and submitted to
Regulatory for approval.
Exempt: - The product is allowed if used in a cosmetic application.

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 Selling tools

Aculyns to stabilize Opulyns in specific conditions

For some specific conditions (high betaine levels, presence of

cationics,…), ACULYN™ 28 or ACULYN™ 88 can be used as a primary or
secondary thickening agent and greatly help solving stability issues.
=> Royal Shower formulation
(Aculyn 88, Opulyn 301 and Neolone PE, with PQ-10)
Creamy texture, smooth appearance, paraben-free

Remember:
- space is narrow (not efficient under every conditions with any PQ-10
concentration).
- further developments on going in Valbonne for a solution sheet

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 Royal Shower formulation
Phase Trade Name % Wt. INCI Name Supplier

A Deionised Water 58.14 Water/Aqua

Empicol ESB-70
A 17.14 Sodium Laureth Sulfate Huntsman
(70% Active)
Acrylates/Steareth-20
B ACULYN™ 88 1.07 The Dow Chemical Company
Methacrylate Crosspolymer
Empigen BSFA
B 10.00 Cocamidopropyl Betaine Huntsman
(30% active)
C UCARE™ Polymer LK 0.20 Polyquaternium-10 The Dow Chemical Company

C Deionised Water 8.00 Water/Aqua

D Sodium Hydroxide, 30% 0.20 Sodium Hydroxide

E OPULYN™ 301 1.00 Styrene/Acrylates Copolymer The Dow Chemical Company

E Deionised Water 3.00 Water/Aqua

F Citric Acid 0.04 Citric Acid

G Sodium Chloride 0.58 Sodium Chloride

Methylisothiazolinone,
G NEOLONE™ PE 0.55 The Dow Chemical Company
Phenoxyethanol
Framboise Hibiscus
G 0.08 Perfume/Parfum Robertet
G108 24594
100.00

Processing Instructions:
1. Mix ingredients of Phase A until uniform. 5. Increase the pH above 7.0 (do not exceed pH 11.0) by adding Phase D.
2. Add ingredients of Phase B individually under stirring. 6. Add ingredients of phase E previously mixed.
3. In a separate vessel, mix ingredients of Phase C. 7. Add ingredients of Phase F and G individually under stirring.
4. Add Phase C to Phase A+B under stirring. 8. Adjust pH back to specification as required.
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 Selling tools

Brainshark :

Opulyn™ 305 : The product of choice

for liquid hand soaps

Web Tool

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 Selling tools

Opulyn™ SMART FORMULATION Tool

The tool is:

- based on our expertise : T&SD and research projects
- on application area
- on critical ingredients for opacifier stability
- able to predict the stability of an opacifier by combining information for
specific criteria (provided by the tool user).
- provide two solutions at most above a minimum level of
confidence

application
Special Chem link

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Competitive Landscape
Competitor Trade names Comments
taking share from our Opulyn301 business. Have
Cognis Euperlan positioned their grade as easy to use (no pre-dilution
required). Aggressive in Asia & EU.
Offers a range with a differentiated positioning as hR&H.
Interpolymer Syntran
Aggressive in Asia & EU.
Lytron was the old trademark of Morton (prior to R&H
Omnova Lytron
acquisition in 1999), mostly active in UK and NAR
Derypol OPM quite strong in Spain
Indulor Indunal very aggressive in Italy
EOC
Europacif me-too approach, target medium & small customers
surfactants
Synthron Modarez me-too approach, target medium & small customers

 Cognis & Interpolymer are building production capacity in Asia

 Evonik and ISP are indirect competitors with their pearlizing agents (EGDS,…)
 Dow is offering a range with differentiated grades in terms of performance
 Dow has developed a unique on-line tool, the Opulyn™ Smart Formulation tool, enabling customers
to select the most appropriate grade for a given formulation. This tool can help to differentiate your
recommendation versus competitors recommendation
 Dow has extensive formulation expertise with Opacifiers
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Competitive Landscape
How to defend against Cognis arguments?
 “We are cheaper……”:
– Euperlan PCO contains a lower amount of polymer and a high level of
nonionic surfactant (20%) => brings less opacity at same dosage.
< 0.8% Opulyn 301 = 1% Euperlan PCO

 “Our product do not require to be diluted…”:

– In most cases, Opulyn 301 can be blended without dilution in the initial
water charge

 “You have some stability issues with Opulyn 301…”:

– Liquid soap products: Euperlan PCO ~ Opulyn 301, but
recommendation: Opulyn 305
– Traditional shower products at low pHs: Euperlan PCO ~ Opulyn 301, but
recommendation: Opulyn 302B
– Higher quality products (higher betaine levels) at low pHs: Euperlan PCO
outperforms Opulyn 301: Opulyn PQG.

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 Summary and conclusion
Who we are and what we have:

Leading opacifiers supplier

Great knowledge on application areas and chemical ingredients

Good understanding of opacifiers market and how to formulate with
opacifiers

Unique expertise on critical parameters for opacifier stability

What we offer:

Our technical support to customers:

lab application tests

Long term stability assessment

Global supply

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Thank You