BASF embraces personalization in cosmetics
Düsseldorf-Holthausen, Germany – May 14, 2020 – More and more people consider beauty and care routines as a key to individualization and diversity. BASF is meeting the growing consumer expectation for cosmetic products that reflect the individual needs and nuances of their everyday world with a winning new concept for personalized cosmetics. “Individual expression is among the most important megatrends currently shaping the cosmetics industry on a global scale,” said Jason McAlpine, Vice President Business Management Personal Care Solutions Europe. “That’s a balancing act for cosmetic manufacturers because it means that their products need to be effective for many while responding to the distinct wishes and needs of the individual. With our ingredients and formulation expertise, we are able to help our customers meet this challenge.” BASF’s new concept is based upon diverse chassis formulations for Face and Hair Care that, when combined with high performance boosters, enable consumers to create their own tailor-made products in harmony with their personal needs.