New partnerships, new website, new brand for Bluestar as it plans new strategy
In a competitive industry such as silicones, the Lyon-based firm states that it has signed several key partnership agreements, created a new business channel, and reasserted its new identity and values, in orders to get a step ahead.
The company signed a distribution agreement with Grasim Industries in India at the tail-end of last year in order to have a quick and tested route to enlarge its presence in different global markets.
“This was also the reason we signed a strategic deal last year with Brenntag in Europe which now delivers its potential, and we have signed other distribution deals in Asia and Latin America,” says Frederic Jacquin, CEO.
“Our latest move has been to sign a partnership agreement with Basoglu, following on 20 years of a successful business relationship, to create a Mix & Fix offer in Turkey and neighbouring countries.”
Website and brand
Bluestar has also been working on a new website platform to ensure their offering is accessible everywhere and ensure that users are put in contact with the correct team or person to deal with their specific request.
There has also been a new branding exercise in development in order to differentiate the company in the marketplace and to highlight Bluestar’s specific strengths and areas of expertise.
The new brand system features a logo with the company name and incorporates its slogan, 2Delivering your potential’, and Jacquin explains that “this is a clearer way of saying who we are and what we want to do for our customers”.
He adds that the idea is “about people, dedicated to the silicone industry, combining expertise and in tune with different cultures and businesses.”
Offer
“I really believe that if we can combine the business assets of our shareholders and the strengths of our company: Elkem’s Norwegian precision and its persistence in continuous improvement, Bluestar Group’s limitless ambition and energy with Bluestar Silicones’ agility and creativity in a fast-changing environment,” adds Jacquin.
“This unique recipe will surely enable us to play a leading role in our industry worldwide.”
Silicones are key ingredients to produce and enhance personal and beauty care products, with numerous applications in hair care, skin care, deodorants, antiperspirants and colour cosmetics.
For Personal Care Bluestar produces a range of Mirasil products delivered in a variety of solubility profiles for specific formulations to achieve the desired performance features and sensory effects in final applications.
