Dow Drives Home Personal Care Innovation Growth New Product Launch Key Investment Plans

(Business Wire) --(BUSINESS WIRE)--

MIDLAND, Mich. – February 4, 2019 – Last week at ACI Annual Conference & Convention in Orlando, Florida, Dow showcased a new homecare solution to heighten sensorial benefits, enable formulations with superior performance and minimize cleaning impact. Dow showcases new laundry care solution and announces capital investments at ACI SUPRACARE™ 133 Smart Sensorial Enabler is a performance additive developed for laundry detergent designed to increase softness through the wash, eliminate greying negatives and offer improved deposition of fabric for fragrance enhancement.

\"We're excited to bring a product to market which challenges expectations from today's liquid laundry detergents by offering one solution which combines softness and cleanliness with no greying impact,\" said Eric Peeters, global business director for Home & Personal Care. \"The new portfolio addition will help turn the chore of doing laundry into an experience with added sensorial benefits, engaging the senses of sight, touch and smell.\"

Dow also announced further investment plans in its upstream and downstream silicones franchise to meet silicone demand growth and drive supply innovation, illustrating Dow's commitment to deliver a reliable supply to its customers and enable them to grow. Notable investments for the home and personal care market in key regions include:

  • Asia: In Songjiang, China, Dow will install a new Specialty Emulsions equipment, which will add roughly 40 percent additional emulsion capacity. This will enable Dow to supply more differentiated emulsions to customers in Asia in the Beauty Care, Specialty Packaging, Coating Additives and Construction Water Repellents markets.
  • Europe: In Barry, Wales, United Kingdom, Dow will execute various ongoing projects to support Very Low Viscosity Fluids capacity increase to enable more production of fluids for personal care applications and intermediates for elastomers, antifoams and performance chemicals. In addition, ongoing projects in Seneffe, Belgium, will add capacity for high-quality branched antifoam compounds used in the pulp and paper industry, home and personal care market.
  • North America: In Midland, Michigan, U.S., Dow will launch an emulsions project, leading to the first generation of an innovative technology that will enable novel rheology film formers from a water-based formula for hair care products. This will allow a global customer to make new consumer claims in hair care market. In addition, the Midland plant will also upgrade the gum manufacturing and provide new capability for gum used as intermediates into key personal care applications in North America. In Greensburg, Louisiana, U.S., Dow Installed a new dryer, adding 15 percent CatHEC (cationized hydroxyethylcellulose) capacity to the site to meet the growing demand in the personal care market.

\"The new targeted investments are an essential addition to ensure our current pipeline of innovative silicone products meets the strong demand of today's brand owners,\" said Peeters. \"Leveraging the new investment plans, strategically chosen in high-growth markets, enables us to increase capacity and efficiency in our facilities across the globe. This allows our customers to have access to a consistent supply of high-quality, high-performance silicone solutions.\"

To learn more about Dow's portfolio of home and personal care products or the new investment plans, visit

About Dow Home and Personal Care
Through its Home and Personal Care business, part of the Dow Consumer Solutions Portfolio, Dow offers unique innovations that empower brand owners around the world to create products with exceptional performance and exciting new benefits consumers can see and feel. Our expansive portfolio serves a wide range of applications across home and personal care markets from skin and hair care to fabric care and beyond. Our novel solutions help enable products that are unique and memorable, and meet the growing demands of today's consumers. We continue to bring forward innovative technologies and formulation solutions that differentiate our customers' products, enhance the consumer experience and sustain the environment. With business centers, research and development (R&D), manufacturing plants and customer applications centers around the globe, Dow has the expertise and foundation to foster global and local innovations. More information about Dow can be found at

About Dow
The Dow Chemical Company (Dow) combines science and technology knowledge to develop premier materials science solutions that are essential to human progress. Dow has one of the strongest and broadest toolkits in the industry, with robust technology, asset integration, scale and competitive capabilities that enable it to address complex global issues. Dow's market-driven, industry-leading portfolio of advanced materials, industrial intermediates, and plastics businesses deliver a broad range of differentiated technology-based products and solutions for customers in high-growth markets such as packaging, infrastructure, and consumer care. Dow is a subsidiary of DowDuPont (NYSE: DWDP), a holding company comprised of Dow and DuPont with the intent to form three strong, independent, publicly traded companies in agriculture, materials science and specialty sectors. More information can be found at