BASF presents new formulation concepts based on consumer research

The new products are being launched at the show based on consumer studies in France and Germany carried out by BASF and market researcher TNS Infratest.

According to the ingredients supplier, the concepts translate consumer needs into tailored solutions and enable efficient targeting of different personality profiles.

“HPCI is providing us with the opportunity to present innovations specifically tailored to the needs of the Turkish and Middle East markets and embark on in-depth discussions with our local customers,”​ says Neslihan Utkan, Regional Business Management Care Chemicals Turkey, Middle East, and North Africa.

New concepts​

The first product being presents is BASF’s emulsion concept SWOP technology which enables the formulation of personal care products with new textures and unusual sensory perception.

SWOP emulsions are oil-in-water emulsions that become water-in-oil emulsions during application and thus combine the advantages of both.

They absorb quickly and produce a fresh and light skin feel during application, and are aimed at moisturising and protective finished skin care products.

The second product being introduced is the Cetiol Ultimate which a natural-based emollient designed for water-in-oil formulations and dry face oils, as well as face and sun creams.

“Personal care products with Cetiol Ultimate are easy to apply, absorb quickly and leave a smooth skin feeling,”​ says BASF. “At the same time, the emollient provides good pigment wetting and enhances colour shade stability.”​

This also makes it a good option for colour cosmetics formulations such as light foundations with improved coverage and a powdery sensation.

Consumer research​

The trend these days is for ingredient suppliers to base their latest innovations on comprehensive market researchers to meet specific consumer demands, and BASF is no different.

Its' Personal Care business has stations around the world and these new concepts are all based on consumer research.

For this, a validated typology system helps define the personality characteristics and needs of six consumer archetypes and translate these needs into innovative personal care products. Two of which (above) are being presented at HPCI

The HPCI congress is the biggest event in the region and focuses on ingredients and applications for the cosmetics, detergents, and cleaning products industry. It takes place December 3-4, 2014.