BASF trends, solutions at HPCI 2014

BASF presented it latest solutions for applications in the Home Care, Industrial & Institutional Cleaning (I&I), and Personal Care markets at the HPCI Middle East and Eurasia Exhibition in Istanbul, Turkey. This congress (December 3 & 4) is the biggest event in the region and focuses on ingredients and applications for the cosmetics, detergents, and cleaning products industry.

HPCI providing BASF with the opportunity to present innovations specifically tailored to the needs of the Turkish and Middle East markets and embark on in-depth discussions with our local customers, said Neslihan Utkan, regional business management Care Chemicals Turkey, Middle East, and North Africa.

With respect to home care applications, BASF showcased choices that meet the growing demand for detergents and cleaning products that clean quickly and efficiently, provide care, are safe and easy to use, and save resources.

With Sokalan? HP 20, BASF is introducing a special polymer for the formulation of liquid detergents that actively disperses particulate soil from clothes and prevents graying even at low temperatures. This helps ensure clean laundry with low energy consumption.

Apart from performance, the aesthetics of the cleaning product is also gaining importance in the Turkish and MENA markets. Even packaging is gaining more attention, as the market is calling for liquid detergents and fabric softeners in transparent bottles, bright colors, and creamy textures. For the formulation of this product category, special Rheovis? rheology modifiers and Tinogard?/Cibafast?stabilizers that protect the products against light- and oxygen-related degradation will be presented at the exhibition. These can extend the esthetics and shelf life of market products in transparent packaging.

Typology leads to new formulation concepts

A validated typology system helps define the personality characteristics and needs of six consumer archetypes and translate these needs into innovative personal care products. Based on consumer studies in France and Germany carried out by BASF’s Personal Care and TNS Infratest1 new formulation concepts for anti-aging face care and hair conditioning have been developed which are being presented at HPCI. The concepts translate consumer needs into tailored solutions and enable efficient targeting of different sensation. BASF’s innovative emulsion concept SWOP? technology enables the formulation of personal care products with new textures and unusual sensory perception. These oil-in-water emulsions become water-in-oil emulsions during application and thus combine the advantages of both. Products based on this technology moisturize, nourish and protect the skin. They absorb quickly and produce a fresh and light skin feel during application.

Cetiol? Ultimate answers to the rising market demand for new textures with excellent skin feel in cosmetics industry. This ultra-fast spreading, 100% natural based, fresh and dry emollient meets a wide range of claims – from ultra-thin water-in-oil formulations and dry face oils to pleasant feeling face and sun creams. Personal care products with Cetiol Ultimate are easy to apply, absorb quickly and leave a smooth skin feeling. At the same time, the emollient provides good pigment wetting and enhances color shade stability. Thus, it also performs well in color cosmetics formulations – like light foundations with improved coverage and a powdery  sensation. As it is readily biodegradable and approved by Ecocert, COSMOS and Natrue, Cetiol Ultimate is also suitable as a sensory booster for natural cosmetics.personality profiles.