BASF taps into consumer need to differentiate with new hair care ingredients

By Andrew McDougall

- Last updated on GMT

Consumers want to differentiate from one another by using specific hair care products with needs ranging from protecting and repairing hair, to strengthening and straightening hair, according to chemical company BASF.

Cosmetics Design met up with Ulrich Issberner at the in-cosmetics trade show in Barcelona to discuss the latest trends, as well as the company’s new launches in the hair care sector.

The first is a new straightening ingredient designed to help relax the hair, targeted at the ethnic hair care market.

The second is a new thickening agent, designed for maximum stiffness and hold, which Issberner explains meets the consumer demand for more effective hair styling products.

Related topics: Market Trends, Hair Care, in-cosmetics 2012

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