Beauty with Impact

Today’s Consumers and Personal Care

• Today’s consumers seek more from their beauty care and personal care products
than ever before
• Beyond performance, consumers want products that cater to their specific needs
• Consumers seek products that deliver a delightful experience with every use

Generation X Generation Y
Baby Boomers
The Sandwich Generation The Millennials
1946-1964
1965-1980 1981-2000

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Engaging the Consumers of Tomorrow

• Millennials will soon

be the most powerful
consumers on the planet

• They will shape consumer

markets and the companies
in this space
– Digital networks as a
means to share experiences
with brands – good or bad

• Millennials seek companies

who fit with their values like
sustainability

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Millennials by the Numbers
2014: The oldest of the Millennial Generation
will wield more spending power than any
generation before them (Forbes)

2015: Their annual

spending is expected to be
$2.45 trillion (Oracle)

2018: They will eclipse Boomers in spending

power at $3.39 trillion (Oracle)

2025: They will account for

75% of the global workplace
(US Bureau of Labor Statistics and Professional
Women’s Foundation)

2030: The projected 1.66 billion Millennials

will account for roughly 20 percent of the
8.3 billion global population
([Link], World Economic Forum)

Timeline Adapted from Lexant – The Millennials Project Presentation, 2014

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What Drives the Millennial
Generation?

5
LOVE
• Meaningful Relationships
• Giving to Others

Source: Lexant – The Millennials Project

6
DO
• Accomplishment
• Involvement

Source: Lexant – The Millennials Project

7
LIVE
• Enjoyment
• Independence
• Discovery

Source: Lexant – The Millennials Project

8
Urbanization: Millennials flocking to cities

• Millennials are
opting to live in
dense, diverse cities
where social
interaction is just
outside their front
doors

• They currently live

in urban areas at a
higher rate than any
other generation

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Millennial Enablers

Health

Money

Time

Technology

Source: Lexant – The Millennials Project

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Empowering Sensory Escape
The Sensory Escape Texture Kit is a demonstration of the
trend-driven solutions and global perspective Dow Corning
uses to help our customers meet the trends around the world.

The kit features:

• Dow Corning silicone technologies that can help to create unique
product experiences that surprise and delight consumers

Technologies Include:
• Gum Fluid Blends
• Elastomers
• Emulsifiers

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Gum Fluid Blend Mapping Si Molecular Weight & End Blocker
High Methyl
High Hydroxy
Medium Methyl
Gum Content
Dow Corning® HMW 2220
Non-Ionic Emulsion
High XIAMETER® PMX-1502
More Substantive
Wash Resistance

Fluid

Dow Corning® BY 25-320

XIAMETER® PMX-1501
Fluid
Medium XIAMETER® PMX-1411
Fluid
XIAMETER® PMX-1503
Fluid
Better Compatibility

XIAMETER® PMX-1413 XIAMETER® PMX-1556

Faster Absorption

Fluid Fluid
Easier Spreading

Dow Corning® 7-3100 Gum

Blend HIP Emulsion

XIAMETER® PMX-9027
(w/ elastomer)
Dow Corning®CE 0101
Low Wipes Lotion

Volatile Anhydrous Non-Volatile Anhydrous Water Based

Carrier
Light, non-greasy, Lubricious and long-
Easy to use
non-tacky, velvety feel lasting velvety feel

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 Elastomer Mapping: Skin Feel Versus
Water/Oil Compatibility
Dow Corning® EL-8040 ID, EL-8050 ID, EL-8051 IN and EL-8052 IH

Silky Smooth Dow Corning® EL-7040 Hydro Elastomer Blend

Dow Corning® 9040, 9041 and 9045 Silicone Elastomer Blends

Dow Corning® 9046 Silicone Elastomer Blend

Dow Corning® 7-3118 EBAP
Aesthetics / Skin Feel

HIP Emulsion Dow Corning® 9546 and FB-9586 Silicone Elastomer Blends

Dow Corning® 7-3101 Elastomer Dow Corning® EL-9140 DM and EL-9240 Silicone Elastomer
Blend HIP Emulsion Blends

Dow Corning® 9509 Silicone Elastomer

Suspension Dow Corning® EP-9215 and Dow Corning® EP-9289 LL
Cosmetic Powders
Dow Corning® PF-9510 Elastomer
Suspension Dow Corning® 9701 Cosmetic Powder

Dow Corning® PF-2520 Elastomer Emulsion Dow Corning® 9506 Powder

Dow Corning® EP-9801 Hydro Cosmetic Powder

Dry Powder

Water/Oil Compatibility
Hydrophilic Hydrophobic

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 Emulsifiers
Rich/Thick Mapping of Emulsifiers: Formulation Texture and Oil Type
High-Viscosity
Emulsion Dow Corning® BY 11-030 / BY 25-337
Cream/Gel
Dow Corning® ES-5227 DM Formulation Aid

Dow Corning® 5225C Formulation Aid Dow Corning® 5200 Formulation Aid

Dow Corning® ES-5226 DM Formulation Aid

Texture

Dow Corning® 9011 Silicone Elastomer Blend

Dow Corning® FZ-2233

Dow Corning® ES-5300 Formulation Aid & ES-5600 Silicone Glycerol Emulsifier

Dow Corning® ES-5612 Formulation Aid

Light/Thin
Low-Viscosity
Emulsion
Milky Lotion Oil flexibility
Silicones Silicones + Organics Organics

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Sensory Escape Targeted for Millennials

15
Kit Product Overview
Formulation Product

Dow Corning® HMW 2220 Non-Ionic Emulsion

Dow Corning® 5225C Formulation Aid
Sensory Escape Pink-A-Chew
XIAMETER® PMX-1501 Fluid
®
XIAMETER PMX-0245 Cyclopentasiloxane

XIAMETER® PMX-200 Silicone Fluid 1.5CS

Dow Corning® 2501 Cosmetic Wax
Dow Corning® 9011 Silicone Elastomer Blend
Sensory Escape Clear Plasticine
Dow Corning® 9546 Silicone Elastomer Blend
Dow Corning® PF-9510 Elastomer Suspension
Dow Corning® HMW 2220 Non-Ionic Emulsion
XIAMETER® OFX-5329 Fluid
Sensory Escape So Bouncy!
Dow Corning® EL-7040 Hydro Elastomer Blend

Sensory Escape Bee Sweet Dow Corning® 9045 Silicone Elastomer Blend

Dow Corning® 2501 Cosmetic Wax

XIAMETER® OFX-5329 Fluid

Sensory Escape Intense Moisture Drop Dow Corning® EP-9801 Hydro Cosmetic Powder

Dow Corning® FZ-3196

XIAMETER® PMX-200 Silicone Fluid 2CS

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Sensory Escape Pink-A-Chew
Attributes
• Increased substantivity
• Smooth after feel
• Elastic chewing gum texture
• Rich nourishing emolliency

Products
• Dow Corning® HMW 2220 Non-Ionic
Emulsion – Imparts a rich and smooth feel
• Dow Corning® 5225C Formulation Aid –
W/Si emulsifer
• XIAMETER® PMX-1501 Fluid – Imparts
soft velvety skin feel
• XIAMETER® PMX-0245 Cyclopentasiloxane

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Sensory Escape Pink-A-Chew
Procedure
Ingredient Wt.% Trade Name/Supplier
1. Mix Phase A ingredients together.
Phase A 2. Mix Phase B ingredients together.
1. Cyclopentasiloxane (and) 3. Add Phase B mixture slowly (drop by drop) to Phase A mixture
PEG/PPG-18/18 10 Dow Corning® 5225C Formulation Aid with continuous agitation.
Dimethicone
XIAMETER® PMX-0245 4. May require homogenization using a high shear mixer to improve
2. Cyclopentasiloxane 8.6 stability and increase viscosity.
Cyclopentasiloxane
3. Cyclopentasiloxane (and)
10 XIAMETER® PMX-1501 Fluid
Dimethiconol Variations
4. Divinyldimethicone / XIAMETER® PMX-1501 Fluid can be replaced with either:
Dimethicone Copolymer Dow Corning® HMW 2220 Non-Ionic
5 • XIAMETER® PMX-1503 Fluid
(and) C12-13 Pareth-3 Emulsion
(and) C12-13 Pareth-23 • XIAMETER® PMX-1502 Fluid
Phase B
Dow Corning® 5225C Formulation Aid can be replaced
5. Sodium Chloride 2 with Dow Corning® ES-5226 DM Formulation Aid

6. Deionized Water 64 Stability

FD&C Red 40 W 093 / Sensient Stable for at least three months at room temperature.
7. Red 40 q.s.
Cosmetic Technologies
Fruity Delight M_53995 /
8. Fruity Delight M_53995 q.s. External Reference Material
[Link] Fils S.A.
Variations on Formulation: Dow Corning® 5225C Formulation Aid for use with
XIAMETER® PMX-1501 Fluid and XIAMETER® PMX-1502 Fluid. To replace
XIAMETER® PMX-1501 Fluid with XIAMETER® PMX-1503 Fluid, Dow Corning®
ES-5226 DM Formulation Aid must be used as the emulsifier. Additionally
XIAMETER® PMX-200 Silicone Fluid 1.5CS can be used in place of the
XIAMETER® PMX-0245 Fluid. Stability testing on variations showed formulation
stable through five freeze-thaw cycles as well as bench top stability.

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Sensory Escape Clear Plasticine
Attributes
• Iridescent, translucent appearance
• Cushions when touched
• Melts onto skin
• Can be molded with hands
• Soft elastomeric gel

Products
• XIAMETER® PMX-200 Silicone Fluid 1.5CS
• Dow Corning® 2501 Cosmetic Wax – Has
moisturizing properties and decreases the
tacky feel
• Dow Corning® 9011 Silicone Elastomer Blend
• Dow Corning® 9546 Silicone Elastomer Blend
• Dow Corning® PF-9510 Elastomer Suspension –
Imparts a non-greasy, non-tacky, smooth
powdery feel
• Dow Corning® HMW 2220 Non-Ionic Emulsion –
Imparts a smooth and rich feel

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Sensory Escape Clear Plasticine
Ingredient Wt.% Trade Name/Supplier Procedure
Phase A 1. In the main mixing vessel, mix Phase A ingredients together.
1. Cyclopentasiloxane (and) 2. Mix Phase B ingredients in another container, dissolve them
Dow Corning® 9011 Silicone
PEG-12 Dimethicone 8 completely while stirring and gently heat to 40°C.
Elastomer Blend
Crosspolymer
XIAMETER® PMX-200 Silicone Fluid 3. Mix Phase B ingredients under sufficient agitation to obtain
2. Dimethicone 9.3
1.5CS a homogeneous mixture.
3. Cyclopentasiloxane (and) 4. Add Phase B mixture to Phase A mixture very slowly with
Dimethicone Crosspolymer
Dow Corning® 9546 Silicone Elastomer turbulent mixing at approximately 1,300 rpm.
(and) Dimethicone/Vinyl 2
Blend
Dimethicone Crosspolymer 5. As the water phase addition proceeds, the batch will become
(and) Dimethiconol
very viscous. Adjustment of the agitator position may be
4. Fragrance 0.5 Cotton / Majestic Mountain Sage necessary to mix the material rapidly near the surface where
Phase B the water phase addition takes place. Scraping action, together
with turbulent mixing,is recommended for large batches.
5. Deionized Water 31.9
6. Continue mixing for 10-30 minutes at the same speed.
6. Propylene Glycol 37 7. De-air the material using a centrifuge, if necessary.
7. Sodium Chloride 1
Variations
8. Bis-PEG-18 Methyl Ether
2 Dow Corning® 2501 Cosmetic Wax Alternative Dow Corning products have not been tested as
Dimethyl Silane
9. Divinyldimethicone / of this printing.
Dimethicone Copolymer Dow Corning® HMW 2220 Non-Ionic
4
(and) C12-13 Pareth-3 Emulsion
(and) C12-13 Pareth-23 Stability
10. DMDM Hydantoin 0.1
Stable for at least three months at room temperature and 40°C.
Passes five freeze-thaw cycles.
11. Dimethicone / Vinyl
Dimethicone Dow Corning® PF-9510 Elastomer
4
Crosspolymer (and) C12- Suspension External Reference Material
14 Pareth-12
No external references identified as of this printing.

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Sensory Escape So Bouncy!
Attributes
• Jelly-like texture
• Easy to spread and apply
• Smooth feel
• Fresh effect
• Low gloss
• Water-rich (59% water)
• Cold process

Products
• XIAMETER® OFX-5329 Fluid –
Silicone polyether emulsifier
choice for O/W emulsions.
• Dow Corning® EL-7040 Hydro
Elastomer Blend – Lends a
distinctive fresh, silky powdery feel
Note: This unique rheology was achieved with a
combination of Acrylates (Aculyn), Dow Corning® EL-
7040 Hydro Elastomer Blend and XIAMETER® OFX-
5329 Fluid

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Sensory Escape So Bouncy!
Ingredient Wt.% Trade Name/Supplier Procedure
Phase A 1. Mix Phase A ingredients together.
1. Caprylyl Methicone (and)
Dow Corning® EL-7040 Hydro Elastomer 2. Mix Phase B ingredients together.
PEG-12 Dimethicone/ PPG- 15
Blend
20 Crosspolymer 3. Add Phase B mixture to Phase A mixture while mixing.
2. PEG-12 Dimethicone 4 XIAMETER® OFX-5329 Fluid
3. Pentaerythrityl Hatcol 5140 / Hatco Div. Chemtura 4. Add Phase C ingredients to AB mixture while mixing.
3
Tetraethylhexanoate Corp 5. Add Phase D ingredients to ABC mixture while mixing.
4. Ethylhexyl
5
Methoxycinnamate
Phase B Variations
5. Glycerin 5
Alternative Dow Corning products have not been tested
6. Deionized Water 56.35 as of this printing.
7. Acrylates/Beheneth-25
3 Novethix L-10 Polymer / Lubrizol
Methacrylate Copolymer
8. Phenoxyethanol (and) Stability
0.9 Euxyl PE 9010 / Schulke & Mayr
Ethylhexylglycerin
Stable for at least three months at room temperature
Phase C
and 40°C.
AS 5131 Alkyl Silane Treated Yellow Iron
9. Iron Oxides Yellow 1
Oxide / Color Techniques, Inc.
AS 5146 Alkyl Silane Treated Black Iron External Reference Material
10. Iron Oxide Black 0.1
Oxide / Color Techniques, Inc.
AS 5123 Alkyl Silane Treated Red Iron No external references identified as of this printing.
11. Iron Oxides Red 0.4
Oxide / Color Techniques, Inc.
AS 5812 Alkyl Silane Treated Titanium
12. Titanium Dioxide 6 Dioxide / Color Techniques, Inc.

Phase D
[Link] Hydroxide (20%
0.25
solution in distilled water)

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Sensory Escape Bee Sweet

Attributes
• Honey-like texture
• Matte effect
• Quick absorption
• Non-greasy, silky feel
• Thixotropic gel
• Clear moisturizing gel
• Reduced tackiness

Products
• Dow Corning® 9045 Silicone Elastomer Blend
(can be substituted with 9040, EL-9140, EL-
9240)

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Sensory Escape Bee Sweet

Ingredient Wt.% Trade Name/Supplier Procedure

Phase A 1. Mix Phase A ingredients together at more than 1,000 rpm.
1. Sodium 2. Mix Phase B ingredients together.
Acrylate/Acryloyldimethyl 3. Add Phase B mixture to Phase A mixture while mixing at 400 rpm.
Taurate Copolymer (and) 2 Simulgel EG / Seppic S.A.
Isohexadecane (and) 4. Add Phase C ingredients in order while mixing at 400 rpm.
Polysorbate 80
2. Cyclopentasiloxane (and) Dow Corning® 9045 Silicone
35
Dimethicone Crosspolymer Elastomer Blend Variations
Phase B Dow Corning® 9045 Silicone Elastomer Blend can be
3. Deionized Water 24.95 replaced with either:
Propylene Glycol / The Dow Chemical • Dow Corning® 9040 Silicone Elastomer Blend
4. Propylene Glycol 37.03
Company
• Dow Corning® EL-9140 DM Silicone Elastomer Blend
Phase C
• Dow Corning® EL-9240 Silicone Elastomer Blend
5. Mica (and) Iron Oxides
Cloisonné® Golden Bronze 240X / BASF
(and) Titanium Dioxides 0.02
6. Phenoxyethanol (and) Stability
0.9 Euxyl PE 9010 / Schulke & Mayr
Ethylhexylglycerin
Stable for at least four months at room temperature.
Brown Sugar & Spice Fragrance /
7. Fragrance q.s.
Majestic Mountain Sage Viscosity: 75,000 cSt (10 rpm – spindle 7).

External Reference Material

No external reference identified as of this printing.

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Sensory Escape Intense
Moisture Drop Attributes
• Easy to spread
• Moisturization
• Non-tacky, non-greasy, light feel
• Non-shiny

Products
• Dow Corning® 2501 Cosmetic Wax –
Moisturization and non-tacky feel
• XIAMETER® OFX-5329 Fluid – Used for
formulation stabilization
• Dow Corning® EP-9801 Hydro Cosmetic
Powder – Light feel and shine reduction
• Dow Corning® FZ-3196 – Brings unique
light and silky smooth feel, excellent
spreadability
• XIAMETER® PMX-200 Silicone Fluid
2CS – Improved spreading and non-
greasy feel

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Sensory Escape Intense Moisture Drop
Ingredient Wt.% Trade Name/Supplier Procedure
1. Disperse ingredient 2 into ingredient 1
Phase A
and mix until homogeneous.
1. Deionized Water 62
2. Add ingredients 3, 4, 5, 6 and 7, mixing
2. Xanthan Gum 0.6 well after each addition.
3. Dimethicone/Vinyl Dimethicone 3. Heat to 45°C and remove beaker from heat.
Dow Corning® EP-9801 Hydro
Crosspolymer (and) Silica (and) Butylene 7
Cosmetic Powder 4. Mix Phase B ingredients together.
Glycol
4. Disodium EDTA 0.05 5. Add Phase B mixture to Phase A mixture
while mixing.
5. Glycerin 6
6. Add Phase C ingredients in order listed to AB
6. Propylene Glycol 2 mixture and mix until homogeneous.
7. Bis-PEG-18 Methyl Ether Dow Corning® 2501
2
Dimethyl Silane Cosmetic Wax Variations
Phase B Alternative Dow Corning® products have not been
Hatcol 5140 / Hatco Div. Chemtura tested as of this printing.
8. Pentaerythrityl Tetraethylhexanoate 3
Corp
9. Dimethicone 7 XIAMETER® PMX-200 SIL Fluid 2CS Stability
Stable for at least three months at room temperature
10. Caprylyl Methicone 2 Dow Corning® FZ-3196 and 40°C.
11. PEG-12 Dimethicone 3 XIAMETER® OFX-5329 Fluid
External Reference Material
Phase C No external references identified as of this printing.
12. Tocopherol Acetate 0.5
13. Phenoxyethanol (and) Ethylhexylglycerin 0.6 Euxyl PE 9010 / Schulke & Mayr
Cucumber & Aloe Fragrance / Majestic
14. Fragrance 0.25
Mountain Sage

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Texture Summary

Name Texture Type Other Attributes

Rich nourishing emolliency,
Pink-A-Chew Elastic-like chewing gum
smooth after feel, substantivity
Iridescent, translucent
Clear Plasticine Smooth, light, cushioned gel appearance; melts onto skin;
can be molded with hands
Easy to spread, low gloss, water
So Bouncy! Jelly, smooth, fresh effect
rich, BB cream formulation

Matte effect, quick absorption,

Bee Sweet Honey-like, silky
moisturizing gel

Light, silky, non-tacky, Water-rich, matte effect, good

Intense Moisture Serum
non-greasy spreadability, moisturizing

27
Additional Resources

Elastomer Guide Emulsifier Guide Gum Blends Guide

27-1413-01 27-1369C-01 95-1165A-01

The information provided in this presentation does not constitute a contractual commitment by Dow Corning. While Dow Corning
does its best to assure that information contained in this presentation is accurate and fully up-to-date, Dow Corning does not
guarantee or warranty the accuracy or completeness of information provided in this presentation. Dow Corning reserves the right
to make improvements, corrections and/or changes to this presentation in the future.

28
The information provided in this presentation does not constitute a contractual commitment by Dow Corning. While Dow Corning
does its best to assure that information contained in this presentation is accurate and fully up-to-date, Dow Corning does not
guarantee or warranty the accuracy or completeness of information provided in this presentation. Dow Corning reserves the right
to make improvements, corrections and/or changes to this presentation in the future.

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