High quality beauty care products achieve amazing decorative effects, but they can have a much farther reaching impact on a woman’s life. They have the power to fulfill deep-rooted desires, for instance, by helping someone create or affirm an identity, by reflecting attitudes, or by signalling a sense of belonging or differentiation. As a result, high performance colour care solutions that allow women to truly express themselves through unique and distinctive looks are in high demand. Following extensive market research, BASF’s Personal Care business has identified the most influential cultural energies and trends that will affect the beauty care industry in 2015 and beyond.
By harnessing its deep insight into consumer needs and its broad range of personal care ingredients, formulations and concepts, BASF helps customers to develop highly relevant solutions that deliver on their promises. Through this approach, the business enables personal care manufacturers to create unique product and brand experiences.
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