In-cosmetics Global 2025: Dow unveils Morning Ritual Essentials Concepts Collection
17 Apr 2025 | Dow
Dow presented its new Morning Ritual Essentials Concepts Collection at In-cosmetics Global 2025 in Amsterdam, the Netherlands. The collection comprises 13 formulations aligned with skin, hair, and sun care and color cosmetics. Jennifer Marques, global strategic marketing director at Dow, told us how the products are designed to transform the morning care routine into a “luxurious and invigorating experience.”
Personal coinsights reported in Cosmetics 2025 in Amsterdam.
I'm here at the Dell stand with Jennifer Marquez, who is the global strategic marketing director.
Welcome to you.
So what are some of the main trends in terms of marketing consumer insights you're noticing right now?
Yeah, it's great that you ask about the trends.
So do you know how much time the average person is?
Spending on their personal care routine in the morning, this is anywhere from 15 to 30 minutes or if even longer, and it's a really important part of the day.
This is where we're feeling refreshed, invigorated, and really building our confidence for the day.
So we're really seeing a lot of trends.
This is consistent from Roman times till now, and we see a lot of TikTok trends also featuring this.
Can you tell us how you're targeting these trends of your latest products?
Yes, in fact, we have a kit.
It is our morning ritual Essentials concept collection, and this concept collection, this kit has 13 formulations and includes 48 dial materials, spreading the entire morning routine.
It's really fascinating.
So can you give us an example of one of the products you have in the kit?
Yes, absolutely.
One of the materials that we have is our shower bliss shampoo.
The shampoo contains our new innovation Dexcare CD2 polymer.
This is a conditioning agent and a sustainable deposition aid for silicones and natural oils.
OK, and as a final question, how do you plan to focus your R&D and innovation looking forward?
Yes, we are always looking at the market trends, thinking about our customer needs, the market needs, and also the consumer needs.
And in one area of expressed interest is heat protection.
It's a really important component of that daily routine that you have.
Important to protect the hair.
We have flat irons, curling irons, blow dryers, and we're doing a lot of work in that space from an innovation perspective and also building data for our customers to bring new products to the market.
That's great.
Thanks for your time today.
Thank you.
