Ashland's consumer research within the men's grooming market suggests that more than ever, men desire a comprehensive regimen to maintain a healthy look and great hygiene but few want to add the extra time it often takes to look and feel their best.
Responding to consumer input, Ashland unveiled Groom 'n' Go at SCS Formulate in the UK, a kit for men that want the luxury of a comprehensive morning personal care regimen in 30 minutes or less. A series of starter formulations packaged in a convenient travel bag showcases multifunction, easy-to-use products that support a dynamic personal care regimen in a minimum of time. "Stylish men are busy men, and we appreciate their need for products that go on easily, that help them feel fresh and confident and that perform as intended over a long day," said David Popplewell, global marketing manager, Ashland Specialty Ingredients. "In developing the Groom 'n' Go kit, we address all of these needs in proven formulations optimised for convenience. Examining a number of consumer insights, formulation systems and ingredient technologies, we created formulation concepts that perfectly meet the needs of today's time-sensitive, fashionforward men." Formulated with a range of Ashland's conditioning polymers, styling polymers and specialty ingredients, products in the kit address common personal care requirements, such as leaving scalp feeling clean and light, skin feeling refreshed and moisturised and hair managed and conditioned. All six formulations are developed to maximise convenience for consumers and to support skin and hair care benefits with minimal effort. Among the formulations and product samples are:
• Cleared for Flight – a crystal clear deep cleansing shampoo with light conditioning to leave hair feeling smooth and clean but not sticky or heavy.
• Takeoff – a 2-in-1 creamy shampoo that leaves a fresh feel by eliminating oil and residue from hair and scalp.
• Altitude for Cruising – a lightweight moisturising conditioner for daily use, that gives a great post shampoo feel to the hair without a greasy or heavy residue.
• Jet Set Ready – a wax offering wide versatility for creating extreme styles in short hair and for delivering fullness, style, body and volume in longer hair.
• Fresh Start – a rich and creamy body wash with a smooth dry-feel finish leaving skin refreshed and moisturised.
• On the Run – a deodorant that effectively protects against wetness and odour while minimising whiteness and fabric staining.
