BASF goes for gold with focus on sensory properties
At in-cosmetics 2015, BASF placed focus on sensory perception, with a number of new launches following this trend, along with a cinema experience on its stand to display the full effect to visitors and take them on a ‘multisensory journey’.
“Products that activate the senses win consumers’ hearts because people love using personal care products that provide a sensory experience,” says Jan-Peter Sander, Senior Vice President BASF Personal Care Europe.
“The sensory profile of ingredients is very important as it will ultimately make consumers buy the product again,” Valérie Pian-Parison also tells CosmeticsDesign-Europe.com. “Advertising and branding attracts for the first sale, sensory enhances the experience and makes you return to buy the product again.”
The impact of the sensory concept was displayed at the booth with a short 3D-movie screening during which different skin care formulations were applied to viewer’s hands.
Midas touch
We also met with Pian-Parison away from the show floor to discuss the chemical giant’s latest colour cosmetics/ skin care offering, Chione Celestial Gold: a new generation of gold synthetic mica.
The new product is offered off the back of BASF’s Colour Trends programme announced earlier this year, building on the ‘Ancient Wisdon’ concept which looks at ancient uses of gold leaf, such as by the Egyptians or in Buddhism.
The new generation of gold synthetic mica caters to a pure white gold shade and a shimmering glow and shine in various cosmetics, from lip gloss to body serum, says the BASF expert.
“Colour trends often work in a cycle,” Pian-Parison explains. “Gold has always been a colour that is present in the spectrum, but right now it is in fashion, so we look for a way to innovate with this.”
“Last year it was all about nude make-up and the natural look, now we are seeing the trend towards colour and gold, looking ahead to 2016.”
As mentioned, gold is an important colour when it comes to decorative cosmetics and BASF believes that this gold trend will continue and further develop in the seasons to come, with a choice of a wide variety of shades for personal care products.
The colour has always been associated with being a proof of luxury or premium and the Chione Celestial Gold can also be used to print in packaging too, which can be an important added touch to cosmetics, again giving the impression of luxury, says Valérie.
