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SDK Develops 'Gentle-to-Hair' New Curling Agent.

Tokyo, Japan, Jan 11, 2006 - (JCN Newswire) - Showa Denko K.K. (SDK) has developed a "gentle-to-hair" new curling agent that efficiently gives natural curling under weak acidic conditions. SDK today starts sample distribution of the new product, which will be sold under the trade name of Spiera.

The conventional permanent wave lotions and curling agents cause hair to swell with alkalis for permeation, damaging hair substantially.

SDK has developed the new curling agent effective under weak acidic conditions, combining its molecular design and organic synthesis technologies accumulated over the years.

Specifically, as the surface of hair (cuticle) is hydrophobic while the inside of hair is hydrophilic, SDK has synthesized a thiol-based compound having both hydrophobic and hydrophilic parts. This technology enables sufficient curling without swelling hair.

The hairstyle fashion in Japan has a cycle of around 10 to 15 years as shown in the chart below. The fashion of coloring, which started in the middle of the 1990s, is showing signs of change. Furthermore, people are getting more health-conscious, seeking hairstyles less damaging and more fashionable. Spiera can meet such needs, replacing conventional permanent wave lotions and curling agents. It will also create a new "curling and coloring" market as the new product can safely be used with coloring agents.

SDK will sell Spiera in Japan through Sasaki Chemical Co., Ltd., a trading firm specializing in raw materials for hair care products. Together with sales overseas, SDK is planning to achieve annual sales of \2 billion by 2010.

For further information, contact:

Organic Industrial Chemicals Department (Phone: 81-44-322-7230)

IR & PR Office (Phone: 81-3-5470-3235)

About Showa Denko K.K.

Showa Denko (SDK)(TSE: 4004)(OTC: SHWDF) is a major manufacturer and marketer of chemical products serving a wide range of fields ranging from heavy industry to the electronic and computer industries. SDK makes petrochemicals (ethylene, propylene), aluminum products (ingots, rods) electronic equipment (hard disks for computers), and inorganic materials (ceramics, carbons). The company has overseas operations and a joint venture with Netherlands-based Montell and Nippon Petrochemicals to make and market polypropylenes. In March 2001, SDK merged with Showa Denko Aluminum Corporation to strengthen the high-value-added fabricated aluminum products operations, and is today developing next-generation optical communications-use wafers.

Source: Showa Denko K.K.

Contact:
Organic Industrial Chemicals Department
+81-44-322-7230

IR & PR Office
+81-3-5470-3235


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Publication:JCN Newswires
Geographic Code:9JAPA
Date:Jan 11, 2006
Words:398
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