The Germany-based firm developed the multifunctional polymer for rinse-off hair care products to help manufacturers formulate without silicones because they are increasingly unpopular with consumers.
Replacing silicones BASF spokesperson Silke Werth told CosmeticsDesign.com that potential environmental questions have been raised about silicones.
Furthermore, she said modern consumers prefer not to have unnecessary synthetic chemicals added to their personal care products.
Silicones normally deliver the soft feeling of a conditioner after drying but BASF claims that Luviquat Sensation now provides this effect along with the conditioning role normally played by polymers.
Avoiding additional costs By fulfilling all these functions Werth said the product will also save manufacturers from the unnecessary cost of buying additional ingredients.
Mention of lower costs will be well received by manufacturers who are paying closer attention to their expenses as raw material and energy costs soar.
Convenience BASF claims that as well as saving money Luviquat Sensation saves time because it is a water-based solution that can be mixed directly into formulations.
The company said that conditioning polymers normally come in powder form and need to be dissolved before they can be incorporated.
Shifting pigments launch Alongside Luviquat Sensation BASF also had new effect pigments for decorative cosmetics on show at Suppliers' Day in New York this week.
Its Reflecks iridescent effects make eye shadows, nail varnishes and lipsticks change in appearance according to viewers angle of vision.
Final products containing the pigments shift from 'gentle silky shimmer' to 'metallic glitter' as the viewer moves around the wearer.
BASF said the effects fit with the latest trends for creative and adventurous color cosmetics.