Colors & Effects, a new global pigments brand from BASF

03-Jul-2016 - Last updated on 04-Jul-2016 at 15:02 GMT

SVP of the global pigments business Alexander Haunschild at the new brand reveal event (image via World Press Online)

For the first time, under the new arrangement, BASF will have a dedicated global pigments team serving the cosmetics industry. The idea behind the new brand is that all industry customers have a single pigment solution source.

As June came to a close the chemical makers announced the new Color & Effects brand, which will cater to customers in coatings, plastics, printing, agriculture, and of course, cosmetics. There’s an in-house team devoted to each industry.

And, the company’s colorants and effect pigment portfolios are now under the auspices of the C&E brand.

Customer service

The BASF press release about the new company emphasizes the customer benefits of the newly organized pigment business. “To continue to grow and develop their business, our customers need a diverse selection of pigments and global expertise,” says Alexander Haunschild, senior vice president, of the BASF Global Pigments Business. “In this competitive marketplace, we created a brand focused entirely on pigments to provide our customers with products and solutions from one single source.”

The company objective is to be a world-wide leader in the pigment space well into the future: “Our number one priority is to remain a reliable global supplier to our customers,” Haunschild tells the press.

“This brand underlies the key strengths we bring to the market: chemical expertise and a broad portfolio of colorants and high performance effect pigments,” he says. “BASF continues to invest resources into this change and we are confident we have the right experts and portfolio to help our customers continue to innovate.”

Pigment products

The company produces pigments in 13 different sites around the world; in France, Germany, the Netherlands, Switzerland, China, Korea, and the US.

Within the new Color & Effects brand portfolio for cosmetics customers, BASF offer five product types: mica-based pigments, synthetic mica-based pigments, calcium sodium borosilicate–based pigments, bismuth oxychloride–based pigments, and specialty performance minerals.

Early this year BASF put out its 'life in full color' 2017 color trends collection, centered on four lifestyle trendsets. Those are Smart and Seamless, Glam Now, Alive, and Gen You. Take a closer look at those in this item from Cosmetics Design.