BASF targets skin care in the Middle East

By Andrew McDougall

- Last updated on GMT

Related tags Middle east Beauty products Turkey BASF

BASF is targeting the Middle Eastern market with its skin and sun care products this summer as the market grows, particularly in Turkey.

Turkey's strengthening profile as a major player in the cosmetics and beauty products sector was evident at this year's Beautyworld Middle East, the region’s cosmetics trade show, partnered with Euromonitor.

Continuing market growth

Riding on continued robust manufacturing growth, Turkish companies are eyeing the lucrative markets of the region and increasing their presence at the leading trade show for beauty products, hair care, fragrances and wellbeing.

And the German company along with Cognis, now part of BASF, is looking to tap into this market at this year’s HPCI Congress held on June 1-2 in Istanbul, Turkey.

“Middle East and especially Turkey are strong growing and important markets for us”,​ explained Stefan Beckmann, senior vice president of Home Care and Formulation Technologies Europe. “Therefore I am very glad that BASF presents the combined portfolio here in Istanbul.”

Showcase portfolio

The portfolio on show will focus mainly on skin and sun care, with a particular focus within this area on sensitive skin, according to the company.

BASF will also look at presenting products that allow consumers to enjoy the sun but with advanced UV protection.

Modern sun and skin care products need to comply with different UV protection standards. At the same time they have to combine advanced UV protection with pleasing sensory on the skin, and BASF believes its Cognis integration allows the organisation the best solutions for this.

Market demand for high quality

Growing at an enviable 15 per cent annually, the Turkish beauty products and cosmetics industry is rapidly gaining a reputation for high-quality goods that are optimally priced.

Today, the sector is worth around €1.7bn/ $2.5bn and employs over 15,000 people, according to recent estimates by IKMIB (Istanbul Chemicals and Chemical Products Exporters).

As ever, skin care is a big topic as always this year, and this summer will also see the first ever virtual trade show, SkinCare Ingredients 2011 ​in which BASF-Cognis will also be exhibiting.

The conference takes place on June 15th 2011, and is free to register and attend, with sessions focusing on green chemistry along with market trends. For more information and to register click here

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