• Validated typology system helps define consumer personalities and their needs;
• New ingredients and concepts for personal care products that satisfy consumer demands.
Starting today, BASF will present new ingredients and innovative concepts for the personal care market in a 140-square-meter exhibit (Booth 4J30).
Typology system explains what consumers want
Driving forward the development of the brand Care Creations™, the company is taking a more and more science based approach to explore consumer needs: The focus is on a validated typology system with which users can define different consumer personalities. Based on this, BASF can assist its customers even better in developing brand and product experiences that fulfill consumer needs. “We wanted to know how we can better understand the needs of consumers and predict exactly what impact personal care products have on them, especially on an emotional level,” said Thomas Schröder, responsible for the Business Management of Personal Care Europe. This is why the company conducted studies in cooperation with TNS Infratest, an institute known for market and opinion research. They use six consumer archetypes as a basis for providing insight into the emotional and functional needs of these consumer groups.
Based on the results of one study carried out for conditioning hair care products, BASF is presenting a new formulation concept that picks up the personality traits and emotional needs of the different consumer archetypes and translates these requirements into exceptional conditioning products. Furthermore, the company is showcasing new ingredients for personal care products. Some of them are already tailored to the needs of the archetypes.
Ultrahold® Power: Styling polymer for better hold in hairspray
The new Ultrahold® Power styling polymer targets the “Energetic” archetype with its dynamic consistency for sensational looks. It provides better hold in applications such as hair spray, gel and cream, it is easy to use and provides a high level of formulation flexibility.
Luvigel® Fit UP: Thickener for high-performance hair gel
The demand for better hold in styling gels continues. The rheology modifier Luvigel ® Fit UP increases the performance and styling power of formulations. The polymer reduces the risk of flaking from extreme styling formulations and broadens the spectrum for bold and dynamic hairstyles that are preferred by the “Energetic” archetype.
Vibracolor® Moonlight Blue: Hair dye for creative types
This new hair dye is characterized by its great color intensity and excellent color stability when shampooing, even at low dosage. Easy to formulate, Vibracolor ® Moonlight Blue introduces a wide range of fashion shades from very light to intensely dark blue, as well as brown and other dark shades. It thus appeals to the desires of individualistic and creative consumers in particular.
Cetiol® Ultimate: A volatile, natural-based emollient
Cetiol® Ultimate answers to the rising market demand for new formulation textures and appealing skin sensations in cosmetics industry. With this ultrafast-spreading emollient, BASF meets a wide range of claims from ultra-thin oil-in-water formulations to smooth dry body oils and very light facial foundations that ensure a good coverage. Thanks to its volatile properties, skin care products with Cetiol Ultimate are easy to apply, absorb quickly and leave a smooth, fresh skin feeling. The natural-based, volatile hydrocarbon is readily biodegradable and approved by Ecocert and COSMOS.
Perlaura™: Anti-aging active for a visibly brighter, smoother skin
Perlaura™, a water extract from the roots of meadow bistort (polygonum bistorta) participates in the maintenance of the dermo-epidermal junction and dermal capillaries cohesion for a combined optical and biological radiance. The new anti-aging active contributes to restore skin’s homeostasis and integrity. Within four weeks, the skin appears visibly brighter with a smoother, more even surface.
Radianskin™: Erases dark spots through innovative mechanism
Radianskin™ is a pure molecule that erases dark spots from the face and hands. Radianskin™ reduces melanogenesis through an innovative mechanism blocking the melanin release by the melanocytes, an alternative to the broadly known inhibition of tyrosinase. Besides unifying the complexion, the active also helps slow down premature photo-aging of the skin by preventing cell damage caused by UVB radiation and reducing the release of inflammatory cytokines. The skin is safely evened and protected from pigmentary disorders within 14 days.
Slim-Excess®: Shapes face and body contours within weeks
The red algae hydrolysate with proven efficacy on both face and body reshaping, was inspired by studies conducted in the field of obesity. Two compounds that are found in abnormally high concentrations in obese subjects have been targeted: spermine and spermidine. These two compounds take part in many mechanisms in fat metabolism: activation of lipogenesis, inhibition of lipolysis and activation of preadipocyte differentiation. Slim-Excess ® acts like a molecular trap, blocks these two polyamines and redesigns the face contours within four weeks .
About BASF 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.
BASF (basf.com) 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 about €74 billion in 2013 and over 112,000 employees as of the end of the year. BASF shares are traded on the stock exchanges in Frankfurt (BAS), London (BFA) and Zurich (AN).