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BASF to take Care Creations ‘to the next level’

By Simon Pitman , 21-Feb-2013

BASF says that its Care Creations brand, which was rolled out this time last year, is being readied for the next phase of its planned expansion with the announcement of more products for the portfolio.

The company is readying to unveil a host of new ingredients under six different categories at the forthcoming in-cosmetics show, which will be held in Paris, April 15 – 18 and builds on the major launch programme the company unveiled for the brand at in-cosmetics in Barcelona, last year.

BASF says that the new ingredients to be housed under the Creations brand name have been developed under a new concept that reflects the diversity of modern lifestyles and the very wide range of cosmetic needs arising from that diversity.

Those six categories will include:

  • Specialised anti-aging solutions
  • Innovative sunscreens
  • Multi-functional hair care ingredients
  • Functional body cleansing
  • Colour and shades for make-up and skin care
  • Under-eye aging treatment

While the skin anti-ageing concept has been developed under the premise of prevention, maintenance and correction, the sunscreen launch is a broad-spectrum UV filter that covers the UVB and UVAII range from 290 to over 340nm giving what the company claims to be category-leading efficacy.

The company will also be platforming a range of mica-based pigments which are said to be provide high chromacity as well as purity for skin-tone make-up products, which could make them particularly relevant to the vast array of new BB and CC cream formulations hitting the market.

Taking the Creations brand even further

Jan-Peter Sander, senior vice president of BASF Personal Care Europe, explained about the preparations behind the portfolio of ingredients to be launched at the show, stating that the Creations brand was being taken ‘to the next level’.

"We will take an even closer look at real life from a face-to-face perspective as if we were standing right next to the consumers themselves. This market empathy combined with our science excellence enables us to support our customers with innovative, market driven solutions."

The new ingredients will all be showcased at BASF’s stand F101 on the in-cosmetics exhibition hall, and the Cosmetics Design team will be taking a closer look into the story behind the portfolio’s development during the event.

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