Ashland has a makeover with new corporate brand identity

By Lucy Whitehouse contact

- Last updated on GMT

Ashland has a makeover with new corporate brand identity
Skin and hair care applications manufacturer Ashland has developed a new brand strategy and identity, which centres on the idea that the company is ‘Always Solving’ to meet customer and consumer demand.

“As we go to market, we are essentially making a promise about what it will be like to work with us and what we can accomplish for the personal care industr​y,” said Vito Consiglio, vice president, personal and home care.

“We are passionate, tenacious solvers who thrive on developing practical, innovative and elegant solutions to complex problems in applied chemistry, always pushing the boundaries of what’s possible, and advancing the competitiveness of our customers across diverse industries.”

The company’s vice president for care specialties R&D Linda C Foltis and general manager for consumer specialties in Asia Pacific (excluding China), Nelson Corda joined Consiglio in presenting the brand identity at the recent in-cosmetics Asia show, noting that through several new initiatives, the company believes they have solved some of its customers’ most complex issues.

Anti-pollution actives

In Asia, protecting skin and hair from the deleterious effects of pollution is one of the most important drivers of the personal care market throughout the continent, the company says, and so it has been investing in creating solutions to respond.

Its range includes Elixiance biofunctional for skin protection, Blumilight biofunctional for protecting against digital blue light, Aquaflex for hair styling, and ChromoHance 113 polymer that works in multifunctional way to preserve hair vibrancy through creating a hydrophobic surface on the hair.


Products that deliver multiple benefits are increasingly in demand, and this trend is reaching the ingredient level too, with formulators now increasingly expecting ingredients to offer more than one benefit. This, according to Ashland, is rooted in the demand for sustainability.

“In an era of sustainability, new personal care product forms, and personal care regimens, a premium is placed on formulations that deliver, in one application, primary and secondary performance characteristics​,” said Linda Foltis.

Indeed, the company is keen to press its sustainable credentials more broadly, noting that its Zeta Fraction technology is likely to be the only one in the world with the capability to harness the full potential of living plant through the isolation of biologically active complexes and compounds by a reproducible and sustainable process.

Related topics: Formulation & Science

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