The branding exercise is aimed at creating a single focus for BASF’s customers in the personal care and cosmetics industry, matching demands for solutions that fit current trends and aiming to improve both time to market and the speed at which it can react to customer demands.
The Care Creations brand was announced in April of this year and the new website, www.carecreations.basf.com, provides an easy to navigate look in on the type of solutions it now offers, as well as highlighting the ideas behind the developments.
Mobile-friendly function
The websites includes a mobile-friendly function which allows the site to be accessed by every type of device, from PC and laptops to tablets and smart phones – an innovation that is line with the way formulation professionals do business today.
BASF says the site has been developed to reflect the fact that the Care Creations brands represents the global nature of the cosmetics and personal care industry, by focusing in on different trends affecting various cultures and geographic regions around the world.
The opening page includes one simple navigation bar, which then gives way to a short, concise ‘about us’ section, together with a variety of sections that highlight the biggest trends on the market together with the company’s latest product innovations.
Market trends and new products
Currently the sections on market trends focus on areas such as formulation colours, beauty trends in different parts of the world, innovative textures, silicone-free concepts, the evolution of emulsifiers and men’s care and anti-ageing solutions.
The website is also currently showcasing six new product innovations, which include Dehyguart Gum, Plantasil Micro, Cetiol C 5, Cetiol SenSoft, Arlypon TT and Cutina Shine.
There is also access to the newly created Press Centre for the brand, which highlights all the latest product launches and new business strategies in the form of press releases in both English and German. The presscentre also includes an events calendar, contact information and details of BASF press coverage.
Reflecting a growing personal care portfolio
“We have dedicated labs all around the world, and this is important because we are close to our customers and the consumers. We don’t need translators or interpreters because we are where we need to be and can react fast,” explained Thomas Schroeder, vice president Regional Business Management, Personal Care Europe, when he told Cosmetics Design about the concept back in April of this year.
“Our portfolio has grown and it is more specific in order to benefit our customers. We look at the market trends and develop our products based on this, so that we meet both consumer and customer needs.”
Schroeder continued to explain that the new strategy means that it can get products to market a lot quicker, and that is one of the most important things in an ever-changing cosmetics world.