Shrek's woolly locks go to fashionistas' heads

By LIAM DANN

It clearly did wonders for Shrek the sheep's lanky locks, so why not Milan's fashion elite?

Keratec IFP - a high-tech hair care product made from the wool protein of New Zealand sheep - has been launched on to the global stage at a cosmetic industry expo in Milan.

The patented product which protects and conditions hair follicles was developed by Keratec and Canesis - companies that evolved from the former Wool Research Organisation of New Zealand.

It is about to get a major international push thanks to a partnership with British cosmetics company Croda, which has revenue of more than $800 million.

The response to the product launch at the In-Cosmetics 2004 expo in Milan had been good, the company said yesterday.

Six of the top 10 global hair care companies had expressed interest and had requested samples for further testing.

Keratin protein is already widely used in shampoos and beauty products to strengthen damaged hair and promote healthy skin.

Most commercial keratin is made from protein fragments extracted from animal hoofs and horns.

Keratec is believed to have achieved a world first in extracting whole protein molecules from wool, making its products more effective than others in the market.

The company is developing further applications for the protein such as skin creams and biodegradable plastics.

Keratec is now majority-owned by NZAX-listed Wool Equities. Its chairman, Richard Bentley, said yesterday the company "had a tiger by the tail". Keratec looked likely to develop into a significant locally based manufacturing business.