in-cosmetics 2014: BASF to showcase solutions that meet consumers’ emotional and functional needs

• BASF will reveal new concepts that fulfil consumers’ emotional and functional needs
• The BASF offering on display will feature new ingredients for various market segments
• BASF experts will share their in-depth knowledge in workshops and innovation seminars

Ludwigshafen, Germany, February 20, 2014 – At this year’s in-cosmetics show, taking place on April 1-3 in Hamburg, Germany, BASF’s Personal Care business will showcase its comprehensive product portfolio, including new ingredients and innovative concepts, at booth 4J30. Developing solutions for the personal care market, the real lives of consumers and their innermost wishes have been a source of inspiration for BASF.

Solutions that cater to emotional and functional desires

At BASF’s booth, visitors are invited to experience new concepts and products that take this innovative approach one step further. Based on a validated typology system to identify different consumer personalities, BASF supports customers to create brand and product experiences that meet deep rooted consumer needs. Jan-Peter Sander, Senior Vice President Personal Care Europe, explains: “With the development of the brand Care Creations^TM, we are taking a more and more science based approach to explore real consumer needs. This is how we combine our core strengths market empathy and science excellence.”

Hair styling ingredients for increased performance

BASF’s Personal Care business is continuously striving to improve the performance of its hair care ingredients. At in-cosmetics, the team will present one of its latest innovations in this segment: the next generation of styling polymers, which are ideal for use in different kinds of styling applications and offer superior performance compared to benchmark products. Another high-performance ingredient on display will be a thickener without preservatives that boosts the styling power of formulations. BASF will also showcase concepts that focus on creating innovative textures in hair styling products, such as matt wax and salt spray.

Hair color shades that stand out

With an increasing number of people worldwide looking to preserve their youthful looks or changing their hair color according to mood, the hair color market in particular holds many opportunities for manufacturers. BASF’s cationic hair dyes help its customers to create colors that really stand out. At in-cosmetics, BASF will launch a new blue hair dye that enables vibrant colors – from very light to intensely dark blue, from natural to fashion shades. It offers high tinctorial strength at low dosages, and good color fastness when washed.

Reviving the skin’s youthful luminosity with a new root extract

BASF will present a plant root extract for the cosmetic active ingredient segment that is able to stimulate the synthesis of two structural compounds that are key to the integrity and homeostasis of the skin. It supports the skin’s cohesion and structure, and helps strengthen its vascularization system. This means the skin surface is refined and smooth, and optimally reflects light – making it appear more youthful and luminous.

Meet the BASF experts

Over the course of in-cosmetics 2014, BASF experts will share their specialist knowledge and market insights. For more information on the free accessible innovation seminars orfor booking a workshop of your interest, please visit the official trade show website under www.in-cosmetics.com.

About BASF´s Care Chemicals

BASF Care Chemicals division offers a broad range of ingredients for hygiene, personal care, home care, industrial & institutional cleaning, and technical applications. We are the global leading supplier for the cosmetics industry, as well as the detergents and cleaners industry and support our customers with innovative and sustainable products, solutions and concepts. The division’s high-performance product portfolio includes surfactants, emulsifiers, polymers, emollients, chelating agents, cosmetic active ingredients, pigments and UV filters. Superabsorbent polymers developed for the full spectrum of hygiene applications complete the range. We have production and development sites in all regions and are expanding our presence in emerging markets. We are where our customers need us around the world.

About BASF

BASF is the world’s leading chemical company: The Chemical Company. Its portfolio ranges from chemicals, plastics, performance products and crop protection products to oil and gas. We combine economic success with environmental protection and social responsibility. Through science and innovation, we enable our customers in nearly every industry to meet the current and future needs of society. Our products and solutions contribute to conserving resources, ensuring nutrition and improving quality of life. We have summed up this contribution in our corporate purpose: We create chemistry for a sustainable future. BASF had sales of €72.1 billion in 2012 and more than 110,000 employees as of the end of the year. BASF shares are traded on the stock exchanges in Frankfurt (BAS), London (BFA) and Zurich (AN). Further information on BASF is available on the Internet at www.basf.com.

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