in-cosmetics 2013: BASF presents solutions inspired by people's everyday needs

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- BASF unveiled new personal care ingredients that add value
- The roll-out of the Care CreationsTM brand entered its second level
- BASF's personal care business launched its new consumer-driven formulation concept

At this year's in-cosmetics trade show in Paris, BASF displayed its wide range of consumer-driven concepts and innovative, high-performance ingredients for all kinds of personal care applications. In addition, BASF unveiled the second level of the Care CreationsTM brand roll-out towards the personal care market and launched its new formulation concept "Cosmetics for real life," which is based on personal care solutions inspired by consumers' actual needs.

BASF explores consumers' daily needs

During the next level of the Care CreationsTM brand roll-out, BASF shifts the focus towards observing consumer needs and desires - by analyzing market research data and then using BASF's science excellence to transform them into real-life innovative products. "We are looking at people's demands up close, as though we are standing face to face with them, as you can see in our visual concept," says Thomas Schroeder, Vice President Business Management Personal Care Europe at BASF. "That way, we can identify opportunities for new, unique performance ingredients that, on the one hand, are of real value for consumers and, on the other hand, help our customers find success on the market." Along with the second level of the brand roll-out, BASF unveiled "Cosmetics for real life" - a new formulation concept filled with products that have been inspired by people's diverse everyday needs. Over the course of a single day, people assume a number of roles based on their culture, environment, interests and the opportunities available to them. Going to work, raising children, and enjoying hobbies - everyone has many various facets to their life, each of which involves different needs and desires. BASF's new formulation concept explores people's day-to-day lives and individual preferences, and is packed with solutions that complement them.

Versatile hair care ingredients

Luviset®One, the latest addition to BASF's hair care portfolio, was among the new products on display in Paris. The all-in-one solution for hair styling gels, creams and waxes delivers strong styling performance, long-lasting curl retention and provides a smooth, crystal-clear gel base. The hair care portfolio now also includes the new, conditioner compound Plantaquat® NC. Based on naturally derived ingredients, it meets the increasing demand for strong-performance hair care products which are also environmentallyfriendly. In addition, BASF showcased the new PVP (Polyvinyl-pyrrolidone) Luviskol®K 30 Super, which offers improved color and shows better viscosity behavior in styling gels compared to standard quality.

Intelligent body cleansing with built-in skin protection

Another new consumer-driven ingredient on display at this year's BASF booth was Lamesoft®OD. This micro emulsion is made up entirely of renewable raw materials, and enriches body cleansing products with finely dispersed oil. The oil remains on the skin after washing, supporting natural skin protection.

New UV filter for high-performance sun screens

BASF also launched the innovative broad-spectrum UV filter Tinosorb® A2B, which provides protection from UVB and UVAII wavelengths from 290 through to 340 nm. Thanks to its superior UV absorbance capabilities, it is now one of the most efficient UV filters available on the European market, and closes the protection gap in the UVAII range that wasn't covered by UV filters available to date.

Tailor-made anti-ageing solutions

BASF also introduced a new skin care concept that focuses on the three fundamental anti-ageing steps - prevention, maintenance and correction. People all around the world want to look healthy, young and attractive, regardless of their age. However, everyone's skin is unique, and different anti-ageing measures are required at different stages of life. BASF's "Everlasting Beauty" concept comprises different sets of formulations that take these individual requirements into account, enabling the formulation of tailor-made anti-ageing products.

Natural yet efficient anti-odor cosmetic active

Beauty Creations, the cosmetic active ingredient business of BASF, has introduced the plant-based Freshaxyl(TM) , a natural efficient anti-odor active for the growing deo market. It is a synergistic blend of Moringa polypeptide extract and plant-based glyceryl laurate which acts at two essential levels to help dramatically reduce bodily odors. Freshaxyl(TM) bacteriostatic activity slows down the proliferation of microorganisms. Moringa has detoxifying properties which help to capture odors. The active ingredient's ability to significantly reduce perspiration-related odors has been clinically demonstrated. Freshaxyl(TM) exhibited efficacy comparable to that of a market benchmark product.

Effect pigments responding to latest trends

BASF presented Chione(TM) HD, which was only launched recently. The new effect pigments respond perfectly to the "nude look" trend, which continues to drive demand for cosmetics that give the skin a natural but radiant complexion. Formulated into BB creams or skin care serums, Chione(TM) HD pearls achieve brightness and correct imperfections effectively. In addition, the Timica®Terra Colors range was showcased: natural mica coated with iron oxide and titanium dioxide with high color saturation from the skin-tone spectrum that are ideal for use in mineral make-up.

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.