Aqueous personal care rinse off formulation

Abstract

An aqueous personal care rinse off formulation is provided, comprising: (a) 40-95.89 wt%, based on weight of the aqueous personal care rinse off formulation, of a dermatologically acceptable aqueous vehicle; (b) 4-30 wt%, based on weight of the aqueous personal care rinse off formulation, of a dermatologically acceptable cleaning surfactant, wherein the dermatologically acceptable cleaning surfactant is selected from the group consisting of anionic surfactants, zwitterionic surfactants, nonionic surfactants and mixtures thereof; (c) 0.1-10 wt%, based on weight of the aqueous personal care rinse off formulation, of a nonionic hydrophobically modified cellulose ether; wherein the nonionic hydrophobically modified cellulose ether comprises a cellulose ether base polymer backbone and linear or branched C8 alkyl hydrophobic groups; wherein the cellulose ether base polymer backbone has a weight average molecular weight of >800,000; (d) 0.01-5 wt%, based on weight of the aqueous personal care rinse off formulation, of a cationically modified cellulose ether.

Description

AQUEOUS PERSONAL CARE RINSE OFF FORMULATION

[0001] The present invention relates to an aqueous personal care rinse off formulation. In particular, the present invention relates to an aqueous personal care rinse off formulation, comprising: (a) 40 to 95.89 wt%, based on weight of the aqueous personal care rinse off formulation, of a dermatologically acceptable aqueous vehicle; (b) 4 to 30 wt%, based on weight of the aqueous personal care rinse off formulation, of a dermatologically acceptable cleaning surfactant, wherein the dermatologically acceptable cleaning surfactant is selected from the group consisting of anionic surfactants, zwitterionic surfactants, nonionic surfactants and mixtures thereof; (c) 0.1 to 10 wt%, based on weight of the aqueous personal care rinse off formulation, of a nonionic hydrophobically modified cellulose ether; wherein the nonionic hydrophobically modified cellulose ether comprises a cellulose ether base polymer backbone and linear or branched Cs alkyl hydrophobic groups; wherein the cellulose ether base polymer backbone has a weight average molecular weight of >800,000 Daltons; and (d) 0.01 to 5 wt%, based on weight of the aqueous personal care rinse off formulation, of a cationically modified cellulose ether.

[0002] Consumer trends in personal care rinse off compositions are moving away from thickening systems that are based on arcylic polymers and other poorly biodegradable ingredients. Nonionic hydrophobically modified cellulose ether materials could represent an attractive alternative to conventional acrylic and associative polyethylene glycol thickeners. However, high efficiency and compatibility in surfactant rich formulations incorporating cationic deposition aids continues to present a challenge in achieving desired rheology with such materials.

[0003] Accordingly, there remains a need for alternative thickeners that are effective at thickening surfactant rich personal care rinse off formulations and are also naturally derived and biodegradable with an improved sustainability profile.

[0004] The present invention provides an aqueous personal care rinse off formulation, comprising: (a) 40 to 95.89 wt%, based on weight of the aqueous personal care rinse off formulation, of a dermatologically acceptable aqueous vehicle; (b) 4 to 30 wt%, based on weight of the aqueous personal care rinse off formulation, of a dermatologically acceptable cleaning surfactant, wherein the dermatologically acceptable cleaning surfactant is selected from the group consisting of anionic surfactants, zwitterionic surfactants, nonionic surfactants and mixtures thereof; (c) 0.1 to 10 wt%, based on weight of the aqueous personal care rinse off formulation, of a nonionic hydrophobically modified cellulose ether; wherein the nonionic hydrophobically modified cellulose ether comprises a cellulose ether base polymer backboneand linear or branched Cs alkyl hydrophobic groups; wherein the cellulose ether base polymer backbone has a weight average molecular weight of >800,000 Daltons; and (d) 0.01 to 5 wt%, based on weight of the aqueous personal care rinse off formulation, of a cationically modified cellulose ether.

[0005] The present invention provides an aqueous personal care rinse off formulation, comprising: (a) 40 to 95.89 wt%, based on weight of the aqueous personal care rinse off formulation, of a dennatologically acceptable aqueous vehicle; (b) 4 to 30 wt%, based on weight of the aqueous personal care rinse off formulation, of a dermatologically acceptable cleaning surfactant, wherein the dermatologically acceptable cleaning surfactant is selected from the group consisting of anionic surfactants, zwitterionic surfactants, nonionic surfactants and mixtures thereof; (c) 0.1 to 10 wt%, based on weight of the aqueous personal care rinse off formulation, of a nonionic hydrophobically modified cellulose ether; wherein the nonionic hydrophobically modified cellulose ether comprises a cellulose ether base polymer backbone and linear or branched Cs alkyl hydrophobic groups; wherein the cellulose ether base polymer backbone has a weight average molecular weight of >800,000 Daltons; and (d) 0.01 to 5 wt%, based on weight of the aqueous personal care rinse off formulation, of a cationically modified cellulose ether; wherein the aqueous personal care rinse off formulation comprises > 0.1 wt%, based on weight of the aqueous personal care rinse off formulation, of an alkyl sulfate surfactant or an alkyl ether sulfate surfactant.

[0006] The present invention provides an aqueous personal care rinse off formulation, comprising: (a) 40 to 95.89 wt%, based on weight of the aqueous personal care rinse off formulation, of a dermatologically acceptable aqueous vehicle; (b) 4 to 30 wt%, based on weight of the aqueous personal care rinse off formulation, of a dennatologically acceptable cleaning surfactant, wherein the dermatologically acceptable cleaning surfactant is selected from the group consisting of anionic surfactants, zwitterionic surfactants, nonionic surfactants and mixtures thereof; (c) 0. 1 to 10 wt%, based on weight of the aqueous personal care rinse off formulation, of a nonionic hydrophobically modified cellulose ether; wherein the nonionic hydrophobically modified cellulose ether comprises a cellulose ether base polymer backbone and linear or branched Cs alkyl hydrophobic groups; wherein the cellulose ether base polymer backbone has a weight average molecular weight of >800,000 Daltons; and (d) 0.01 to 5 wt%, based on weight of the aqueous personal care rinse off formulation, of a cationically modified cellulose ether; wherein the aqueous personal care rinse off formulation comprises > 0. 1 wt%, based on weight of the aqueous personal care rinse off formulation, of an alkyl sulfate surfactant or an alkyl ether sulfate surfactant and wherein the nonionichydrophobically modified cellulose ether comprises > 1 to 4 wt% (preferably, 1.25 to 3.5 wt%; more preferably, 1.5 to 3.25 wt%; still more preferably, 1.75 to 3.0 wt%; most preferably, 1.8 to 2.75 wt%), based on weight of the nonionic hydrophobically modified cellulose ether, of branched or linear Cs alkyl hydrophobic groups.

[0007] The present invention provides an aqueous personal care rinse off formulation, comprising: (a) 40 to 95.89 wt%, based on weight of the aqueous personal care rinse off formulation, of a dermatologically acceptable aqueous vehicle; (b) 4 to 30 wt%, based on weight of the aqueous personal care rinse off formulation, of a dermatologically acceptable cleaning surfactant, wherein the dermatologically acceptable cleaning surfactant is selected from the group consisting of anionic surfactants, zwitterionic surfactants, nonionic surfactants and mixtures thereof; (c) 0.1 to 10 wt%, based on weight of the aqueous personal care rinse off formulation, of a nonionic hydrophobically modified cellulose ether; wherein the nonionic hydrophobically modified cellulose ether comprises a cellulose ether base polymer backbone and linear or branched Cs alkyl hydrophobic groups; wherein the cellulose ether base polymer backbone has a weight average molecular weight of >800,000 Daltons; and (d) 0.01 to 5 wt%, based on weight of the aqueous personal care rinse off formulation, of a cationically modified cellulose ether; wherein the aqueous personal care rinse off formulation comprises > 0.1 wt%, based on weight of the aqueous personal care rinse off formulation, of an alkyl sulfate surfactant or an alkyl ether sulfate surfactant; wherein the nonionic hydrophobically modified cellulose ether comprises > 1 to 4 wt% (preferably, 1.25 to 3.5 wt%; more preferably, 1.5 to 3.25 wt%; still more preferably, 1.75 to 3.0 wt%; most preferably, 1.8 to 2.75 wt%), based on weight of the nonionic hydrophobically modified cellulose ether, of branched or linear Cs alkyl hydrophobic groups; and wherein the aqueous personal care rinse off formulation comprises < 0.009 wt%, based on weight of the aqueous personal care rinse off formulation, of a cationic polymeric skin conditioning agent selected from the group consisting of cationic guar gums, homopolymers of dimethyldiallylammonium chloride, copolymers of dimethyl aminoethylmethacrylate and acrylamide, copolymers of dimethyldiallylammonium chloride and acrylamide, acrylic acid / dimethyldiallylammonium chloride / acryl amide terpolymers, quaternized vinyl pyrrolidone acrylate or methacrylate copolymers, amino alcohol, vinylpyrrolidone / vinyl imidazolium methaochloride copolymers, polyalkyleneimines and mixtures thereof.

[0008] The present invention provides a method of cleaning at least one of mammalian skin and hair, comprising: applying an aqueous personal care rinse off formulation of the presentinvention to the skin or hair of a mammal; and rinsing the aqueous personal care rinse off formulation from the skin or hair with a rinse water.DETAILED DESCRIPTION

[0009] We have surprisingly found that aqueous personal care rinse off formulations comprising 4 to 30 wt% dermatologically acceptable cleaning surfactant and cationically modified cellulose ether can be effectively thickened using biosourced / biodegradable nonionic hydrophobically modified cellulose ether comprising a cellulose ether base polymer backbone and linear or branched Cs alkyl hydrophobic groups; wherein the cellulose ether base polymer backbone has a weight average molecular weight of >800,000 Daltons.

[0010] Unless otherwise indicated, ratios, percentages, parts, and the like are by weight.

[0011] As used herein, unless otherwise indicated, the phrase "molecular weight" or MW refers to the weight average molecular weight as measured in a conventional manner with gel permeation chromatography (GPC) and conventional standards, such as polystyrene molecular weight standards. GPC techniques are discussed in detail in Modern Size Exclusion Liquid Chromatography - Practice of Gel Permeation and Gel Filtration Chromatography, Second Edition, A.M. Striegel, W. W. Yau, J. J. Kirkland, D. D. Bly; John Wiley & Sons, Inc. 2009. Molecular weights are reported herein in units of Daltons, or equivalently, g / mol.

[0012] The term "dermatologically acceptable" as used herein and in the appended refers to ingredients that are typically used for topical application to the skin and is intended to underscore that materials that are toxic when present in the amounts typically found in skin care compositions are not contemplated as part of the present invention.

[0013] Preferably, the aqueous personal care rinse off formulation of the present invention is selected from the group consisting of a shampoo, a conditioning shampoo, a body wash, an exfoliating body wash, a facial wash, an exfoliating facial wash and a liquid hand soap. More preferably, the aqueous personal care rinse off formulation of the present invention is selected from the group consisting of a shampoo, a conditioning shampoo, body wash, a facial wash and a liquid hand soap. Most preferably, the aqueous personal care rinse off formulation of the present invention is selected from the group consisting of a shampoo and a conditioning shampoo.

[0014] Preferably, the aqueous personal care rinse off formulation of the present invention, comprises: (a) 40 to 95.89 wt% (preferably, 50 to 94.8 vvt%; more preferably, 65 to 92.2 wt%; most preferably, 75 to 90.3 wt%), based on weight of the aqueous personal care rinse off formulation, of a dermatologically acceptable aqueous vehicle; (b) 4 to 30 wt%(preferably, 5 to 25 wt%; more preferably, 7.5 to 20 wt%; most preferably, 9 to 15 wt%), based on weight of the aqueous personal care rinse off formulation, of a dermatologically acceptable cleaning surfactant, wherein the dermatologically acceptable cleaning surfactant is selected from the group consisting of anionic surfactants, zwitterionic surfactants, nonionic surfactants and mixtures thereof; (c) 0. 1 to 10 wt% (preferably, 0.15 to 3 wt% more preferably, 0.2 to 2 wt%; most preferably, 0.5 to 1.5 wt%), based on weight of the aqueous personal care rinse off formulation, of a nonionic hydrophobically modified cellulose ether; wherein the nonionic hydrophobically modified cellulose ether comprises a cellulose ether base polymer backbone and linear or branched Cs alkyl hydrophobic groups; wherein the cellulose ether base polymer backbone has a weight average molecular weight of > 800,000 Daltons (preferably, 850.000 to 3,500.000 Daltons; more preferably, 900.000 to 3,000,000 Daltons; still more preferably, 950,000 to 2,500,000 Daltons; most preferably, 950,000 to 2,000,000 Daltons); and (d) 0.01 to 5 wt%, (preferably, 0.05 to 2 \\ t: more preferably, 0.1 to 1 wt%; most preferably, 0.2 to 0.5 wt%), based on weight of the aqueous personal care rinse off formulation, of a cationically modified cellulose ether.

[0015] More preferably, the aqueous personal care rinse off formulation of the present invention, comprises: (a) 40 to 95.89 wt% (preferably, 50 to 94.8 wt%; more preferably, 65 to 92.2 wt% most preferably, 75 to 90.3 wt%), based on weight of the aqueous personal care rinse off formulation, of a dermatologically acceptable aqueous vehicle; (b) 4 to 30 wt% (preferably, 5 to 25 wt%: more preferably. 7.5 to 20 wt%; most preferably, 9 to 15 wt%). based on weight of the aqueous personal care rinse off formulation, of a dermatologically acceptable cleaning surfactant, wherein the dermatologically acceptable cleaning surfactant is selected from the group consisting of anionic surfactants, zwitterionic surfactants, nonionic surfactants and mixtures thereof; (c) 0.1 to 10 wt% (preferably, 0.15 to 3 wt%; more preferably, 0.2 to 2 wt%; most preferably, 0.5 to 1.5 wt%), based on weight of the aqueous personal care rinse off formulation, of a nonionic hydrophobically modified cellulose ether; wherein the nonionic hydrophobically modified cellulose ether comprises a cellulose ether base polymer backbone and linear or branched Cs alkyl hydrophobic groups; wherein the cellulose ether base polymer backbone has a weight average molecular weight of > 800,000 Daltons (preferably, 850,000 to 3,500,000 Daltons; more preferably, 900,000 to 3,000,000 Daltons; still more preferably, 950,000 to 2,500,000 Daltons; most preferably, 950,000 to 2,000,000 Daltons); and (d) 0.01 to 5 wt%, (preferably, 0.05 to 2 wt; more preferably, 0.1 to 1 wt%; most preferably, 0.2 to 0.5 wt%), based on weight of the aqueous personal care rinse off formulation, of a cationically modified cellulose ether; with any one or more (preferably, all)of the following provisos (i)-(v) (all provisos taken individually, all possible combinations of two or more provisos and all of the provisos together are contemplated):(i) with the proviso that the aqueous personal care rinse off formulation comprises < 0.01 wt% (preferably, < 0.001 wt%; more preferably, < 0.0001 wt%; still more preferably, < 0.00001 wt%; most preferably, less than detectable limit), based on weight of the aqueous personal care rinse off formulation, of hydrophobic cellulose ether; wherein the hydrophobic cellulose ether comprises a cellulose ether base material having (a) nonionic hydroxyalkyl substitutions (e.g., hydroxyethyl) and (b) C -24 alkyl or alkenyl substitutions;(ii) with the proviso that the aqueous personal care rinse off formulation comprises < 0.01 wt% (preferably, < 0.001 wt%; more preferably, < 0.0001 vvt%; still more preferably, < 0.00001 wt%; most preferably, less than detectable limit), based on weight of the aqueous personal care rinse off formulation, of a quaternary cellulose ether comprising a cellulose ether polymer (e.g., methyl cellulose, hydroxymethyl cellulose, hydroxyethyl cellulose, hydroxyethyl ethylcellulose, hydroxypropyl cellulose, hydroxypropyl methylcellulose, hydroxybutyl cellulose and mixtures thereof) and quaternary groups of formula B bound to a pendent oxygen on the cellulose ether polymerwhereinpendant oxygen on the cellulose ether polymer; wherein Z is a divalent linking group bonding the quaternary groups to the pendent oxygen on the cellulose ether polymer (e.g., divalent hydrocarbon groups, which may optionally be substituted with a hydroxy group, an alkoxy group or an ether group); wherein each R3is independently selected from an C1-22 alkyl group, with the proviso that one of the R3groups is a C2-22 alkyl group;(iii) with the proviso that the aqueous personal care rinse off formulation comprises < 0.001 wt% (preferably. < 0.0001 wt%; more preferably, < 0.00001 wt%; most preferably, less than detectable limit), based on weight of the aqueous personal care rinse off formulation, of a hydrophobic cellulose ether comprising a hydrophilic cellulose backbone and a hydrophobic substitution group; wherein the hydrophilic cellulose backbone is selected fromthe group consisting of methyl cellulose, hydroxymethyl cellulose, hydroxyethyl cellulose, hydroxyethyl ethyl cellulose, hydroxypropyl cellulose, hydroxypropyl methyl cellulose, hydroxybutyl cellulose and mixtures thereof; wherein the hydrophobic substitution group is grafted to the hydrophilic cellulose backbone; wherein the hydrophobic substitution group is a straight or branched chain alky l group of from 10 to 22 carbons; and wherein the ratio of the hydrophilic groups in the hydrophilic cellulose backbone to the hydrophobic substitution groups is 2: 1 to 1,000:1;(iv) with the proviso that the aqueous personal care rinse off formulation comprises < 0.009 wt% (preferably, < 0.005 wt%; more preferably, < 0.001 wt%; still more preferably, < 0.0001 wt%; most preferably, less than detectable limit), based on weight of the aqueous personal care rinse off formulation, of a cationic polymeric skin conditioning agent selected from the group consisting of cationic guar gums, homopolymers of dimethyldiallylammonium chloride, copolymers of dimethyl aminoethylmethacrylate and acrylamide, copolymers of dimethyldiallylammonium chloride and acrylamide, acrylic acid / dimethyldiallylammonium chloride / acrylamide terpolymers, quaternized vinyl pyrrolidone acrylate or methacrylate copolymers, amino alcohol, vinylpyrrolidone / vinyl imidazolium methaochloride copolymers, polyalkyleneimines and mixtures thereof; and(v) with the proviso that the aqueous personal care rinse off formulation does not undergo syneresis upon dilution of the aqueous personal care rinse off formulation with water.

[0016] Preferably, the aqueous personal care rinse off formulation of the present invention, comprises: 40 to 95.89 wt% (preferably, 50 to 94.8 wt%; more preferably, 65 to 92.2 wt%; most preferably, 75 to 90.3 wt%), based on weight of the aqueous personal care rinse off formulation, of a dermatologically acceptable aqueous vehicle; wherein the dermatologically acceptable aqueous vehicle comprises water. More preferably, the aqueous personal care rinse off formulation of the present invention, comprises: 40 to 95.89 wt% (preferably, 50 to 94.8 vA% more preferably, 65 to 92.2 wt%: most preferably, 75 to 90.3 wt%), based on weight of the aqueous personal care rinse off formulation, of a dermatologically acceptable aqueous vehicle; wherein the dermatologically acceptable aqueous vehicle is selected from the group consisting of water and an aqueous C1-4 alcohol mixture. Most preferably, the aqueous personal care rinse off formulation of the present invention, comprises: 40 to 95.89 wt% (preferably, 50 to 94.8 wt%; more preferably, 65 to 92.2 wt%; most preferably, 75 to 90.3 wt%), based on weight of the aqueous personal care rinse off formulation, of adermatologically acceptable aqueous vehicle, wherein the dermatologically acceptable aqueous vehicle is water.

[0017] Preferably, the water used in the aqueous personal care rinse off formulation of the present invention is at least one of distilled water and deionized water. More preferably, the water used in the aqueous personal care rinse off formulation of the present invention is distilled and deionized.

[0018] Preferably, the aqueous personal care rinse off formulation of the present invention comprises 4 to 30 wt% (preferably, 5 to 25 wt%: more preferably, 7.5 to 20 wt%; most preferably, 9 to 15 wt%), based on weight of the aqueous personal care rinse off formulation, of a dermatologically acceptable cleaning surfactant; wherein the dermatologically acceptable cleaning surfactant is selected from the group consisting of anionic surfactants, zwitterionic surfactants, nonionic surfactants and mixtures thereof. More preferably, the aqueous personal care rinse off formulation of the present invention comprises 4 to 30 wt% (preferably, 5 to 25 wt%; more preferably, 7.5 to 20 \\t%: most preferably, 9 to 15 wt%), based on weight of the aqueous personal care rinse off formulation, of a dermatologically acceptable cleaning surfactant; wherein the dermatologically acceptable cleaning surfactant comprises an anionic surfactant selected from the group consisting of alkyl sulfates (e.g., sodium lauryl sulfate (SLS)); alkyl ether sulfates (e.g., sodium laureth sulfate (SLES)); glycinates (e.g., sodium cocoyl glycinate); taurates (e.g., sodium methyl cocoyl taurate); glutamates (e.g., sodium cocoyl glutamate); sarcosinates (e.g., sodium lauroyl sarcosinate); isethionates (e.g., sodium cocoyl isethionate, sodium lauroyl methyl isethionate); sulfoacetates (e.g., sodium lauryl sulfoacetate); alaninates (e.g., sodium cocoyl alaninate); sulfonates (e.g., sodium C14-16 olefin sulfonate), succinates (e.g., disodium lauryl sulfosuccinate) and mixtures thereof. Most preferably, the aqueous personal care rinse off formulation of the present invention comprises 4 to 30 wt% (preferably, 5 to 25 wt%; more preferably, 7.5 to 20 wt%; most preferably, 9 to 15 wt%), based on weight of the aqueous personal care rinse off formulation, of a dermatologically acceptable cleaning surfactant; wherein the dermatologically acceptable cleaning surfactant comprises an anionic surfactant selected from the group consisting of alkyl sulfates (e.g., sodium lauryl sulfate (SLS)); alkyl ether sulfates (e.g., sodium laureth sulfate (SEES)); glycinates (e.g., sodium cocoyl glycinate); taurates (e.g., sodium methyl cocoyl taurate); glutamates (e.g., sodium cocoyl glutamate); sarcosinates (e.g., sodium lauroyl sarcosinate); isethionates (e.g., sodium cocoyl isethionate, sodium lauroyl methyl isethionate); sulfoacetates (e.g., sodium lauryl sulfoacetate); alaninates (e.g., sodium cocoyl alaninate); sulfonates (e.g., sodium C14-16 olefin sulfonate), succinates (e.g., disodium laurylsulfosuccinate) and mixtures thereof; and wherein the aqueous personal care rinse off formulation comprises > 0. 1 to 30 wt% (preferably, 1 to 25 wt%; more preferably, 2 to 20 wt%; most preferably, > 4 to 15 wt%), based on weight of the aqueous personal care rinse off formulation, of an alkyl sulfate surfactant, an alkyl ether sulfate surfactant, or a mixture thereof.

[0019] Preferably, the aqueous personal care rinse off formulation of the present invention comprises 4 to 30 wt% (preferably, 5 to 25 wt%; more preferably, 7.5 to 20 wt%: most preferably, 9 to 15 wt%), based on weight of the aqueous personal care rinse off formulation, of a dermatologically acceptable cleaning surfactant; wherein the dermatologically acceptable cleaning surfactant comprises a mixture of an anionic surfactant and a amphoteric surfactant. More preferably, the aqueous personal care rinse off formulation of the present invention comprises 4 to 30 wt% (preferably, 5 to 25 wt%; more preferably, 7.5 to 20 wt%; most preferably, 9 to 15 wt%), based on weight of the aqueous personal care rinse off formulation, of a dermatologically acceptable cleaning surfactant; wherein the dermatologically acceptable cleaning surfactant comprises a mixture of an anionic surfactant and a amphoteric surfactant; wherein the anionic surfactant is selected from the group consisting of alkyl sulfates (e.g., sodium lauryl sulfate (SLS)); alkyl ether sulfates (e.g., sodium laureth sulfate (SLES)); glycinates (e.g., sodium cocoyl glycinate); taurates (e.g., sodium methyl cocoyl taurate); glutamates (e.g., sodium cocoyl glutamate); sarcosinates (e.g., sodium lauroyl sarcosinate); isethionates (e.g., sodium cocoyl isethionate, sodium lauroyl methyl isethionate); sulfoacetates (e.g., sodium lauryl sulfoacetate); alaninates (e.g., sodium cocoyl alaninate); sulfonates (e.g., sodium C14-16 olefin sulfonate), succinates (e.g., disodium lauryl sulfosuccinate) and mixtures thereof; and wherein the amphoteric surfactant is selected from the group consisting of betaines (e.g., alkyl betaines such as trimethylglycine and cetyl betaine; and amido betaines such as cocamidopropyl betaine); amphoacetates (e.g., sodium cocoamphoacetate); sultaines (e.g., cocamidopropyl hydroxysultaine) and mixtures thereof. Most preferably, the aqueous personal care rinse off formulation of the present invention comprises 4 to 30 wt% (preferably, 5 to 25 wt%; more preferably, 7.5 to 20 wt%; most preferably, 9 to 15 wt%), based on weight of the aqueous personal care rinse off formulation, of a dermatologically acceptable cleaning surfactant; wherein the dermatologically acceptable cleaning surfactant comprises a mixture of sodium laureth sulfate (SLES) and cocamidopropyl betaine; wherein the aqueous personal care rinse off formulation comprises > 0.1 to 25 wt% (preferably, 1 to 20 wt%; more preferably, 2 to 15 wt%; most preferably, > 4to 12 wt%), based on weight of the aqueous personal care rinse off formulation, of an alkyl sulfate surfactant, an alkyl ether sulfate surfactant, or a mixture thereof.

[0020] Preferably, the dermatologically acceptable cleaning surfactant is soluble in water at the concentration included in the aqueous personal care rinse off formulation at 21 °C and standard atmospheric pressure.

[0021] Preferably, the aqueous personal care rinse off formulation of the present invention comprises 0. 1 to 10 wt% (preferably, 0. 15 to 3 wt%; more preferably. 0.2 to 2 wt%; most preferably, 0.5 to 1 .5 wt%), based on weight of the aqueous personal care rinse off formulation, of a nonionic hydrophobically modified cellulose ether; wherein the nonionic hydrophobically modified cellulose ether comprises a cellulose ether base polymer backbone and linear or branched Cs alkyl hydrophobic groups; wherein the cellulose ether base polymer backbone has a weight average molecular weight of > 800,000 Daltons (preferably, 850,000 to 3,500,000 Daltons; more preferably, 900,000 to 3,000,000 Daltons; still more preferably, 950,000 to 2,500,000 Daltons; yet more preferably, 1,000,000 to 2,000,000 Daltons; most preferably, 1,200,000 to 1,800,000 Daltons).

[0022] Preferably, the cellulose ether polymer backbone is selected from the group consisting of hydroxyethyl cellulose, hydroxypropyl cellulose, ethyl hydroxyethyl cellulose, methyl cellulose, hydroxypropyl methyl cellulose, hydroxyethyl methyl cellulose and mixtures thereof. More preferably, the cellulose ether polymer backbone is selected from the group consisting of hydroxy ethyl cellulose, hydroxypropyl cellulose and mixtures thereof. Most preferably, the cellulose ether polymer backbone is hydroxyethyl cellulose.

[0023] Preferably, the aqueous personal care rinse off formulation of the present invention comprises 0.1 to 10 wt% (preferably, 0.15 to 3 wt%; more preferably, 0.2 to 2 wt%; most preferably, 0.5 to 1.5 wt%), based on weight of the aqueous personal care rinse off formulation, of a nonionic hydrophobically modified cellulose ether; wherein the nonionic hydrophobically modified cellulose ether comprises a cellulose ether base polymer backbone and linear or branched Cs alkyl hydrophobic groups; wherein the linear or branched Cs alkyl hydrophobic groups are bound to the cellulose ether base polymer backbone through at least one of an ether linkage (e.g., an ether linkage alone or an ether linkage and a 2-hydroxypropyl group), an ester linkage, an amide linkage and a urethane linkage. More preferably, the aqueous personal care rinse off formulation of the present invention comprises 0.1 to 10 wt% (preferably, 0.15 to 3 wt%; more preferably, 0.2 to 2 wt%; most preferably, 0.5 to 1.5 wt%), based on weight of the aqueous personal care rinse off formulation, of a nonionic hydrophobically modified cellulose ether; wherein the nonionic hydrophobicallymodified cellulose ether comprises a cellulose ether base polymer backbone and linear or branched C alkyl hydrophobic groups; wherein the linear or branched Cs alkyl hydrophobic groups are bound to the cellulose ether base polymer backbone via an ether linkage alone (as in Formula I) or an ether linkage and a 2-hydroxypropyl group (as in Formula II)Cell — O - R (Formulan1)Cell(Formula II) wherein Cell — O is the cellulose ether base polymer backbone and wherein R is linear or branched Cs alkyl hydrophobic groups.

[0024] Preferably, the aqueous personal care rinse off formulation of the present invention comprises 0.1 to 10 wt% (preferably, 0.15 to 3 wt%; more preferably, 0.2 to 2 wt%; most preferably, 0.5 to 1.5 wt%), based on weight of the aqueous personal care rinse off formulation, of a nonionic hydrophobically modified cellulose ether; wherein the nonionic hydrophobically modified cellulose ether comprises a cellulose ether base polymer backbone and linear or branched Cs alkyl hydrophobic groups; wherein the nonionic hydrophobically modified cellulose ether has linear or branched Cs alkyl hydrophobic group substitution of > 1 to 4 wt% (preferably, 1.25 to 3.5 wt%; more preferably, 1.5 to 3.25 wt%; still more preferably, 1.75 to 3.0 wt%; most preferably, 1.8 to 2.75 wt%), based on weight of the nonionic hydrophobically modified cellulose ether.

[0025] Preferably, the aqueous personal care rinse off formulation of the present invention comprises 0.01 to 5 wt%, (preferably, 0.05 to 2 wt; more preferably, 0.1 to 1 wt%; most preferably, 0.2 to 0.5 wt%), based on weight of the aqueous personal care rinse off formulation, of a cationically modified cellulose ether; wherein the cationically modified cellulose ether comprises a base cellulose ether and quaternary ammonium groups of formula A bound to a pendent oxygen on the base cellulose etherwhereinpendant oxygen on the base cellulose ether; wherein X is a divalent linking group bonding the quaternary ammonium moiety to the pendent oxygen on the base cellulose ether (preferably, wherein X is selected from divalent hydrocarbon groups, which may optionally be substituted (e.g., with a hydroxy group, an alkoxy group, an ether group); more preferably, wherein X is a -CH2CH(OR2)CH2- group; wherein R2is selected from the group consisting of a hydrogen and a C1-4 alkyl group (preferably, a hydrogen); most preferably, X is a -CH2CH(OH)CH2- group); wherein each R1is independently selected from the group consisting of a CM alkyl group (preferably, a C1-2 alkyl group; more preferably, a methyl group) (preferably, wherein the cationically modified cellulose ether has a Kjeldahl nitrogen content, TKN, of 0.75 to 3 wt% (preferably, 0.8 to 2.75 wt%; more preferably, 1 to 2.5 wt%; most preferably, 1.5 to 2.25 wt%)(preferably measured using a Buchi KjelMaster K-375 automated analyzer, corrected for volatiles and ash measured as described in ASTM method D-2364).

[0026] Preferably, the base cellulose ether has a weight average molecular weight, Mw, of > 300,000 Daltons (preferably, 300,000 to 3,000,000 Daltons; more preferably, 500,000 to 2,500,000 Daltons; most preferably, 800,000 to 2,000,000 Daltons). More preferably, the base cellulose ether has a weight average molecular weight, Mw, of > 300,000 Daltons (preferably, 300,000 to 3,000,000 Daltons; more preferably, 500,000 to 2,500,000 Daltons; most preferably, 800,000 to 2,000,000 Daltons); wherein the base cellulose ether is selected from the group consisting of hydroxyethyl cellulose, hydroxypropyl cellulose, ethyl hydroxyethyl cellulose, methyl cellulose, hydroxypropyl methyl cellulose, hydroxyethyl methyl cellulose and mixtures thereof (preferably, wherein the cellulose ether base material is selected from the group consisting of hydroxyethyl cellulose, hydroxypropyl cellulose and mixtures thereof; more preferably, wherein the cellulose ether base material is hydroxyethyl cellulose).

[0027] Preferably, the cationically modified cellulose ether has a Kjeldahl nitrogen content, TKN, corrected for ash and volatiles, of 0.75 to 3 wt% (preferably, 0.8 to 2.75 wt%; more preferably, 1 to 2.5 wt%; most preferably, 1.5 to 2.25 wt%)(preferably measured using a Buchi KjelMaster K-375 automated analyzer, corrected for volatiles and ash measured as described in ASTM method D-2364).

[0028] Preferably, the aqueous personal care rinse off formulation of the present invention, optionally further comprises an additional ingredient selected from the group consisting of an absorbent; an aesthetic enhancer (e.g., starch); an alpha hydroxy acid; an antiaging agent; an antidandruff agent; an antifungal; an antimicrobial agent; an antioxidant (e.g., butylated hydroxytoluene); an antiseptic; an antistatic agent; a bioactive agent; a bleaching agent; a cationic surfactant; a chelating agent; a colorant; a conditioning agent (e.g., silicone, natural oil); a dye; an emollient; an emulsifying agent; a film former (e.g., water proofing agent); a fixative polymer; a foaming agent; a fragrance; a hair repair agent; a hard particle; a humectant (e.g., glycerin, sorbitol, monoglycerides, lecithins, glycolipids, fatty alcohols, fatty acids, polysaccharides, sorbitan esters, polysorbates (e.g., Polysorbate 20, Polysorbate 40, Polysorbate 60, and Polysorbate 80), diols (e.g., propylene glycol), diol analogs, triols, triol analogs, cationic polymeric polyols); a lubricating agent; a nonionic surfactant; an opacifier; a pearlizing agent; a penetrant; a pH adjusting agent; a pigment; a plant extract; a preservative (e.g., benzoic acid, sorbic acid, phenoxyethanol); a protein / amino acid; a rheology modifier; a salt (e.g., NaCl); a sensory modifier; a slip agent; a soap; a soft particle; a sunscreen additive; a suspending agent; a UV light inhibitor; a vitamin; a volumizing agent and mixtures thereof.

[0029] Preferably, the aqueous personal care rinse off formulation of the present invention, further comprises 0 to 10 wt% (preferably, 0 to 3 wt%), based on weight of the aqueous personal care rinse off formulation, of a salt (e.g., NaCl).

[0030] Preferably, the aqueous personal care rinse off formulation of the present invention, further comprises an antimicrobial agent. More preferably, the aqueous personal care rinse off formulation of the present invention, further comprises an antimicrobial agent; wherein the antimicrobial agent is selected from the group consisting of phenoxyethanol, benzoic acid, benzyl alcohol, sodium benzoate, DMDM hydantoin, 2-ethylhexyl glyceryl ether and isothiazolinone (e.g., methylchloroisothiazolinone, methylisothiazolinone). Still more preferably, the aqueous personal care rinse off formulation of the present invention, further comprises an antimicrobial agent; wherein the antimicrobial agent is an isothiazolinone (more preferably, wherein the antimicrobial is selected from the group consisting of methylisothiazolinone, methylchloroisothiazolinone and mixtures thereof; most preferably, wherein the biocide is methylisothiazolinone).

[0031] Preferably, the aqueous personal care rinse off formulation has a viscosity > 2,000 cP at 21 °C (preferably, 2,000 to 50,000 cP at 21 °C; more preferably, 2,500 to 30,000 cP at 21 °C; still more preferably, 3,000 to 25,000 cP at 21 °C; yet more preferably, 4,000 to 20,000cP at 21 °C; most preferably, 5,000 to 15,000 cP at 21 °C) (preferably, measured after 24 hours in a temperature-controlled room (21 °C.), using a TA Instruments DHR-3 rheometer equipped with an upper 40 mm 2° stainless steel cone and plate and a lower flat plate, from the steady state value of viscosity at a shear rate of 35 s1taken after a stabilization time of one minute).

[0032] Preferably, the aqueous personal care rinse off formulation of the present invention comprises < 0.01 wt% (preferably. < 0.001 wt%; more preferably, < 0.0001 wt%; still more preferably, < 0.00001 wt%; most preferably, less than detectable limit), based on weight of the aqueous personal care rinse off formulation, of hydrophobic cellulose ether; wherein the hydrophobic cellulose ether comprises a cellulose ether base material having (a) nonionic hydroxyalkyl substitutions (e.g., hydroxy ethyl) and (b) C 10-24 alkyl or alkenyl substitutions.

[0033] Preferably, the aqueous personal care rinse off formulation of the present invention comprises < 0.01 wt% (preferably, < 0.001 wt%; more preferably, < 0.0001 wt%; still more preferably, < 0.00001 wt%; most preferably, less than detectable limit), based on weight of the aqueous personal care rinse off formulation, of a quaternary cellulose ether comprising a cellulose ether polymer (e.g., methyl cellulose, hydroxymethyl cellulose, hydroxyethyl cellulose, hydroxyethyl ethylcellulose, hydroxypropyl cellulose, hydroxypropyl methylcellulose, hydroxybutyl cellulose and mixtures thereof) and quaternary groups of formula B bound to a pendent oxygen on the cellulose ether polymerwhereinpendant oxygen on the cellulose ether polymer; wherein Z is a divalent linking group bonding the quaternary groups to the pendent oxygen on the cellulose ether polymer (e.g., divalent hydrocarbon groups, which may optionally be substituted with a hydroxy group, an alkoxy group or an ether group); wherein each R3is independently selected from an C1-22 alkyl group, with the proviso that one of the R3groups is a C2-22 alkyl group.

[0034] Preferable, the aqueous personal care rinse off formulation of the present invention comprises < 0.001 wt% (preferably, < 0.0001 wt%; more preferably, < 0.00001 wt%; mostpreferably, less than detectable limit), based on weight of the aqueous personal care rinse off formulation, of a hydrophobic cellulose ether comprising a hydrophilic cellulose backbone and a hydrophobic substitution group; wherein the hydrophilic cellulose backbone is selected from the group consisting of methyl cellulose, hydroxymethyl cellulose, hydroxyethyl cellulose, hydroxyethyl ethyl cellulose, hydroxypropyl cellulose, hydroxypropyl methyl cellulose, hydroxybutyl cellulose and mixtures thereof; wherein the hydrophobic substitution group is grafted to the hydrophilic cellulose backbone; wherein the hydrophobic substitution group is a straight or branched chain alkyl group of from 10 to 22 carbons; and wherein the ratio of the hydrophilic groups in the hydrophilic cellulose backbone to the hydrophobic substitution groups is 2:1 to 1,000:1.

[0035] Preferably, the aqueous personal care rinse off formulation of the present invention, comprises < 0.009 wt% (preferably, < 0.005 wt%; more preferably, < 0.001 wt%; still more preferably, < 0.0001 wt%; most preferably, less than detectable limit), based on weight of the aqueous personal care rinse off formulation, of a cationic polymeric skin conditioning agent selected from the group consisting of cationic guar gums, homopolymers of dimethyldiallylammonium chloride, copolymers of dimethyl aminoethylmethacrylate and acrylamide, copolymers of dimethyldiallylammonium chloride and acrylamide, acrylic acid / dimethyldiallylammonium chloride / acryl amide terpolymers, quaternized vinyl pyrrolidone acrylate or methacrylate copolymers, amino alcohol, vinylpyrrolidone / vinyl imidazolium methaochloride copolymers, polyalkyleneimines and mixtures thereof.

[0036] Preferably, the aqueous personal care rinse off formulation of the present invention does not undergo syneresis upon dilution of the aqueous personal care rinse off formulation with water.

[0037] Preferably, the method of cleaning at least one of mammalian skin and hair (preferably, at least one of human skin and hair) of the present invention, comprises: applying an aqueous personal care rinse off formulation of the present invention to the skin or hair of a mammal (preferably, skin or hair of a human); and rinsing the aqueous personal care rinse off formulation from the skin or hair with a rinse water.

[0038] Some embodiments of the present invention will now be described in detail in the following Examples.Synthesis SI: Branched Cs alkyl Modified Hydroxyethyl Cellulose (B-Cs hmHEC)

[0039] A 500 mL, four-necked, flask was charged with hydroxyethyl cellulose (33.5 g, CELLOSIZE™ QP-52000H from The Dow Chemical Company), isopropyl alcohol (157 g) and deionized water (23 g). An addition funnel was then charged with a mixture of ethyl hexyl glycidyl ether (6.1 g) and isopropyl alcohol (9.0 g). While stirring the contents of the flask, the head space was purged with a slow, steady flow of nitrogen for one hour to remove any entrained oxygen. With continued stirring, a 50% aqueous sodium hydroxide solution (6.13 g) was then added drop wise to the flask contents using a plastic syringe. Following addition of the sodium hydroxide solution, the flask contents were allowed to stir for one hour. Then the contents of the addition funnel were added drop wise into the flask. The contents of the flask were then stirred under nitrogen for 20 minutes. The contents of the flask were then heated under nitrogen using a heating mantle and allowed to reflux for 4.5 hours.

[0040] The contents of the flask were then cooled by placing the flask in an ice water bath while maintaining a positive nitrogen pressure on the flask contents. The contents of the flask were then neutralized via the addition thereto of glacial acetic acid (5.4 g) using a syringe. The contents of the flask were then stirred for 10 minutes under nitrogen. The contents of the flask were then vacuum filtered through a large, fritted metal Buchner funnel. The resulting filter cake was then washed three consecutive times in the Buchner funnel. First the filter cake was washed by adding a mixture of water (36 g) and isopropyl alcohol (164 g) to the filter cake in the Buchner funnel and stirring the contents for five minutes followed by vacuum removal of the wash liquor through the Buchner funnel. Then the filter cake was washed by adding a mixture of water (20 g) and isopropyl alcohol (180 g) to the filter cake in the Buchner funnel and stirring the contents for five minutes followed by vacuum removal of the wash liquor through the Buchner funnel. Finally, the filter cake was washed by adding a mixture of isopropyl alcohol (200 g), 40% aqueous glyoxal (0.44 g) and acetic acid (0.14 g) to the filter cake in the Buchner funnel and stirring the contents for five minutes followed by vacuum removal of the wash liquor through the Buchner funnel. The filter cake was then briefly air-dried before being dried overnight under vacuum at 50 °C. The filter cake was then manually ground using a mortar and pestle and then sieved through a #30 U.S. sieve mesh to provide the product B-Cs hmHEC.Synthesis S2; Linear Cs alkyl Hydroxyethyl Cellulose (L-Cs hmHEC)

[0041] A 2000 mL, four-necked, flask was charged with hydroxyethyl cellulose (124.8 g, CELLOSIZE™ QP-52000H from The Dow Chemical Company), isopropyl alcohol (654 g) and deionized water (107 g). An addition funnel was then charged with a mixture of octyl bromide (23.4 g) and isopropyl alcohol (35.9 g). While stirring the contents of the flask, the head space was purged with a slow, steady flow of nitrogen for one hour to remove any entrained oxygen. With continued stirring, a 50% aqueous sodium hydroxide solution (21.9 g) was then added drop wise to the flask contents using a plastic syringe. Following the addition of the sodium hydroxide solution, the flask contents were allowed to stir for one hour. Then the contents of the addition funnel were added drop wise into the flask. The contents of the flask were then stirred under nitrogen for 20 minutes. The contents of the flask were then heated under nitrogen using a heating mantle and allowed to reflux for 4.5 hours.

[0042] The contents of the flask were then cooled by placing the flask in an ice water bath while maintaining a positive nitrogen pressure on the flask contents. The contents of the flask were then neutralized via the addition thereto of glacial acetic acid (33.9 g) using a syringe. The contents of the flask were then stirred for 10 minutes under nitrogen. The contents of the flask were then vacuum filtered through a large, fritted metal Buchner funnel. The resulting filter cake was then washed three consecutive times in the Buchner funnel. First the filter cake was washed by adding a mixture of water (144 g) and isopropyl alcohol (656 g) to the fdter cake in the Buchner funnel and stirring the contents for five minutes followed by vacuum removal of the wash liquor through the Buchner funnel. Then the filter cake was washed by adding a mixture of water (60 g) and isopropyl alcohol (720 g) to the filter cake in the Buchner funnel and stirring the contents for five minutes followed by vacuum removal of the wash liquor through the Buchner funnel. Finally, the filter cake was washed by adding a mixture of isopropyl alcohol (800 g), 40% aqueous glyoxal (1.77 g) and acetic acid (0.6 g) to the filter cake in the Buchner funnel and stirring the contents for five minutes followed by vacuum removal of the wash liquor through the Buchner funnel. The filter cake was then briefly air-dried before being dried overnight under vacuum at 50 °C. The filter cake was then manually ground using a mortar and pestle and then sieved through a #30 U.S. sieve mesh to provide the product L-Cs hmHEC.Comparative Examples CF1-CF5 and Example Fl: Aqueous formulations

[0043] Thickened aqueous surfactant formulations were prepared having composition according to Comparative Examples CF1-CF5 and Example Fl as noted in TABLE 1. Each of the aqeuous formulations of Comparative Examples CF1-CF5 and Example Fl were observed to remain in a single phase, without separation, after storage at ~21 °C for ten days.T BLE 1Thickening performance

[0044] The thickening performance of the aqueous formulations Comparative Examples CF1-CF5 and Example Fl was observed. The viscosities reported in TABLE 2 were measured by using the Total Aspiration and Dispense Monitoring (TADM) function on a Hamilton MicroLab Star liquid handling robot at 21 °C. The Hamilton aspirates and dispenses the samples at a set speed, and monitors the pressure changes (Ap). Calibration curves are generated using known viscosity standards. Viscosity is calculated by comparing the pressure curves of the samples against the pressure curves of viscosity standards. The data was collected by TADM using a flow rate of 5 pL / sec with a 50 pL aspiration volume. The values reported correlate to values obtained by measuring viscosity using a TA Instruments DHR-3 Rheometer equipped with a 40 mm 2° cone and plate, at a temperature of 21 °C, from steady state value of viscosity at shear rate of 35 s1taken after a stabilization time of 1 minute.TABLE 2

Claims

We claim:

1. An aqueous personal care rinse off formulation, comprising:(a) 40 to 95.89 wt%, based on weight of the aqueous personal care rinse off formulation, of a dermatologically acceptable aqueous vehicle;(b) 4 to 30 wt%, based on weight of the aqueous personal care rinse off formulation, of a dermatologically acceptable cleaning surfactant, wherein the dermatologically acceptable cleaning surfactant is selected from the group consisting of anionic surfactants, zwitterionic surfactants, nonionic surfactants and mixtures thereof;(c) 0.1 to 10 wt%, based on weight of the aqueous personal care rinse off formulation, of a nonionic hydrophobically modified cellulose ether; wherein the nonionic hydrophobically modified cellulose ether comprises a cellulose ether base polymer backbone and linear or branched Cs alkyl hydrophobic groups; wherein the cellulose ether base polymer backbone has a weight average molecular weight of > 800,000 Daltons; and(d) 0.01 to 5 wt%, based on weight of the aqueous personal care rinse off formulation, of a cationically modified cellulose ether.

2. The aqueous personal care rinse off formulation of claim 1 , wherein the aqueous personal care rinse off formulation comprises > 0.1 wt%, based on weight of the aqueous personal care rinse off formulation, of an alkyl sulfate surfactant or an alkyl ether sulfate surfactant.

3. The aqueous personal care rinse off formulation of claim 2, wherein the nonionic hydrophobically modified cellulose ether comprises > 1 to 4 wt%, based on weight of the nonionic hydrophobically modified cellulose ether, of branched or linear Cs alkyl hydrophobic groups.

4. The aqueous personal care rinse off formulation of claim 3, with any one or more of the following provisos (i)-(v):(i) with the proviso that the aqueous personal care rinse off formulation comprises < 0.01 wt%, based on weight of the aqueous personal care rinse off formulation, of hydrophobic cellulose ether; wherein the hydrophobic cellulose ether comprises a cellulose ether base material having (a) nonionic hydroxyalkyl substitutions and (b) C 10-24 alkyl or alkenyl substitutions;(ii) with the proviso that the aqueous personal care rinse off formulation comprises < 0.01 wt%, based on weight of the aqueous personal care rinse off formulation, of a quaternary cellulose ether comprising a cellulose ether polymer and quaternary groups of formula B bound to a pendent oxygen on the cellulose ether polymerwhereinpendant oxygen on the cellulose ether polymer; wherein Z is a divalent linking group bonding the quaternary groups to the pendent oxygen on the cellulose ether polymer; wherein each R3is independently selected from an C1-22 alkyl group, with the proviso that one of the R3groups is a C2-22 alkyl group;(iii) with the proviso that the aqueous personal care rinse off formulation comprises < 0.001 wt%, based on weight of the aqueous personal care rinse off formulation, of a hydrophobic cellulose ether comprising a hydrophilic cellulose backbone and a hydrophobic substitution group; wherein the hydrophilic cellulose backbone is selected from the group consisting of methyl cellulose, hydroxymethyl cellulose, hydroxyethyl cellulose, hydroxyethyl ethyl cellulose, hydroxypropyl cellulose, hydroxypropyl methyl cellulose, hydroxybutyl cellulose and mixtures thereof; wherein the hydrophobic substitution group is grafted to the hydrophilic cellulose backbone; wherein the hydrophobic substitution group is a straight or branched chain alkyl group of from 10 to 22 carbons; and wherein the ratio of the hydrophilic groups in the hydrophilic cellulose backbone to the hydrophobic substitution groups is 2: 1 to 1,000: 1;(iv) with the proviso that the aqueous personal care rinse off formulation comprises < 0.009 wt%, based on weight of the aqueous personal care rinse off formulation, of a cationic polymeric skin conditioning agent selected from the group consisting of cationic guar gums, homopolymers of dimethyldiallylammonium chloride, copolymers of dimethyl aminoethylmethacrylate and acrylamide, copolymers of dimethyldiallylammonium chloride and acrylamide, acrylic acid / dimethyldiallylammonium chloride / acrylamide terpolymers, quaternized vinyl pyrrolidone acrylate or methacrylate copolymers, amino alcohol, vinylpyrrolidone / vinyl imidazolium methaochloride copolymers, poly alkyleneimines and mixtures thereof; and(v) with the proviso that the aqueous personal care rinse off formulation does not undergo syneresis upon dilution of the aqueous personal care rinse off formulation with water.

5. The aqueous personal care rinse off formulation of claim 4, wherein the cationically modified cellulose ether comprises a base cellulose ether and quaternary ammonium groups of formula A bound to a pendent oxygen on the base cellulose etherwhereinpendant oxygen on the base cellulose ether; wherein X is a divalent linking group bonding the quaternary ammonium moiety to the pendent oxygen on the base cellulose ether; wherein each R1is independently selected from the group consisting of a Ci-4 alkyl group.

6. The aqueous personal care rinse off formulation of claim 5, wherein the base cellulose ether has a weight average molecular weight of > 300,000 Daltons.

7. The aqueous personal care rinse off formulation of claim 6, wherein each R1is a methyl group and wherein the cationically modified cellulose ether has a Kjeldahl nitrogen content, TKN, of 0.75 to 3 wt%.

8. The aqueous personal care rinse off formulation of claim 7, wherein the aqueous personal care rinse off formulation comprises:(a) 65 to 92.2 wt%, based on weight of the aqueous personal care rinse off formulation, of the dermatologically acceptable aqueous vehicle;(b) 7.5 to 20 wt%, based on weight of the aqueous personal care rinse off formulation, of the dermatologically acceptable cleaning surfactant;(c) 0.2 to 2 wt%, based on weight of the aqueous personal care rinse off formulation, of the nonionic hydrophobically modified cellulose ether; and(d) 0. 1 to 1 wt%, based on weight of the aqueous personal care rinse off formulation, of the cationically modified cellulose ether.

9. The aqueous personal care rinse off formulation of claim 8, further comprising an additional ingredient selected from the group consisting of an absorbent, an aesthetic enhancer, an alpha hydroxy acid, an antiaging agent, an antidandruff agent, an antifungal, an antimicrobial agent, an antioxidant, an antiseptic, an antistatic agent, a bioactive agent, a bleaching agent, a cationic surfactant, a chelating agent, a colorant, a conditioning agent, adye, an emollient, an emulsifying agent, a film former, a fixative polymer, a foaming agent, a fragrance, a hair repair agent, a hard particle, a humectant, a lubricating agent, a nonionic surfactant, an opacifier, a pearlizing agent, a penetrant, a pH adjusting agent, a pigment, a plant extract, a preservative, a protein / amino acid, a rheology modifier, a salt, a sensory modifier, a slip agent, a soap, a soft particle, a sunscreen additive, a suspending agent, a UV light inhibitor, a vitamin, a volumizing agent and mixtures thereof.

10. A method of cleaning at least one of mammalian skin and hair, comprising: applying an aqueous personal care rinse off formulation rinse off formulation according to claim 1 to the skin or hair of a mammal; and rinsing the aqueous personal care rinse off formulation from the skin or hair with a rinse water.

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