Abstract: Disclosed are multi-purpose alkali-swellable and alkali soluble associative polymers, which are the polymerization product of a monomer mixture comprising: (a) at least one acidic vinyl monomer; (b) at least one nonionic vinyl monomer; (c) a first associative monomer having a first hydrophobic end group; (d) a monomer selected from the group consisting of a second associative monomer having a second hydrophobic end, a semihydrophobic monomer and a combination thereof; and, optionally, (e) one or more crosslinking monomers or chain transfer agents. When monomer (d) is an associative monomer, the first and second hydrophobic end groups of monomers (c) and (d) have significantly different hydrophobic and/or steric character from one another. The multi-purpose associative polymers surprisingly provide desirable rheological and aesthetic properties in aqueous media.

Abstract: Disclosed are multi-purpose alkali-swellable and alkali soluble associative polymers, which are the polymerization product of a monomer mixture comprising: (a) at least one acidic vinyl monomer; (b) at least one nonionic vinyl monomer; (c) a first associative monomer having a first hydrophobic end group; (d) a monomer selected from the group consisting of a second associative monomer having a second hydrophobic end, a semihydrophobic monomer and a combination thereof; and, optionally, (e) one or more crosslinking monomers or chain transfer agents. When monomer (d) is an associative monomer, the first and second hydrophobic end groups of monomers (c) and (d) have significantly different hydrophobic and/or steric character from one another. The multi-purpose associative polymers surprisingly provide desirable Theological and aesthetic properties in aqueous media.

Abstract: Disclosed are aqueous hair setting compositions comprising, as the sole hair fixative component, rheology modifying, hair setting, associative polymers (RMHS), which are the polymerization product of a monomer mixture comprising an acidic vinyl monomer; and an associative monomer. The hair setting compositions provide surprisingly good to excellent hair setting efficacy, based on high humidity curl retention. A wide range of rheological characteristics was achieved together with good clarity and aesthetic product properties. Particularly preferred rheology modifying hair setting associative polymers are certain hydrophobically modified alkali-swellable and alkali-soluble associative polymers (ASAP) and HASE polymers disclosed herein. Also disclosed are methods of setting hair using RMHS polymer-containing compositions.

Abstract: Disclosed are aqueous hair setting compositions comprising, as the sole hair fixative component, rheology modifying, hair setting, associative polymers (RMHS), which are the polymerization product of a monomer mixture comprising an acidic vinyl monomer; and an associative monomer. The hair setting compositions provide surprisingly good to excellent hair setting efficacy, based on high humidity curl retention. A wide range of rheological characteristics was achieved together with good clarity and aesthetic product properties. Particularly preferred rheology modifying hair setting associative polymers are certain hydrophobically modified alkali-swellable and alkali-soluble associative polymers (ASAP) and HASE polymers disclosed herein. Also disclosed are methods of setting hair using RMHS polymer-containing compositions.