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BASF to showcase new 'My Lifestyle' concept at HPCI

14 May '12

4 min read

One of the major trends in the Home Care and I&I market is the growing demand for convenient and effective, yet efficient and sustainable solutions. Super concentrated liquid laundry detergents, for example remove stains at smaller dosages, thereby enabling manufacturers to offer consumers the convenience of compact formats.

The resulting reduction in weight, packaging and transportation costs is advantageous both commercially and environmentally. However, compact formats require a higher concentration of washing active substances, and so it can be a challenge to keep the formulation stable while retaining the flexibility to use different ingredients. BASF presents at HPCI in Turkey top performing ingredients that enable customers to formulate super-concentrated liquid detergents that meet these demands: Lutensol M 7 and Dehydol Ultra, both non-ionic surfactants, and the rheology modifier Rheovis AT 120.

Two key ingredients that meet the requirements for cold temperature in home care laundry products are Tinocat TRS KB2, a highly efficient metal catalyst for bleaching additives, stain removers and laundry detergents and Tinopal CBS type fluorescent whitening agents with a high bleach stability and outstanding whiteness on cellulosic fabrics, especially at low to medium washing temperatures.

In addition to its laundry detergents, BASF will also feature mild and effective ingredients for manual dish washing and hard surface cleaning: excellent cleaning results on different kinds of hard surfaces are obtained by a combination of Lutropur MSA – an odorless, colorless, low corrosive and readily biodegradable organic acid – with surfactants, surface modifying polymers of BASF Polyquart grades and the antimicrobial Tinosan HP 100. This enables the detergent industry to serve the claims of high performance long lasting cleaning results and hygiene aspects in household as well as I&I applications.

The product range for manual dish washing applications is completed by Dehyton K, a betaine for use as a co-surfactant with excellent foam-boosting properties and the APGs (Alkyl polyglycosides) of the Glucopon product line, used as multi-tasking surfactants offering good cleaning performance, mildness to skin, environmental compatibility and effective soil emulsification. For automatic dish washing Trilon M is the strong and readily biodegradable sustainable alternative to standard chelating agents.

BASF will also present its new brand Care Creations and its new communications concept “Inspired by Life”, which apply to all BASF activities towards the personal care industry including the cosmetic active ingredient business. The brand g ives voice to the commitment to be at the pulse of consumers and the markets and to draw inspiration for products and concepts from real life. Based on the unique combination of science excellence, market empathy and strong technological and research capabilities, BASF as the world's leading supplier of high-quality ingredients and actives for the personal care industry will continue to follow trends and demands closely. This enables BASF to develop innovative and valuable solutions for its customers, both today and in the future.

Among these consumer-focused innovations is Luvigel FIT, a liquid thickener that is tailor-made for clear and smooth hair-styling gels. The new thickener makes it much easier for formulators to achieve high setting performance due to its synergy effects with anionic and cationic polymers. This makes it the ideal solution to the challenge posed by traditional thickeners that can only be combined with a limited choice of styling polymers.

BASF will also showcase the new “My Lifestyle” concept that focuses on the different lifestyles of consumers, which is expressed in their personalities and behavior. Using the solutions introduced in this concept, BASF helps customers to meet the specific demands of each consumer group. The “urban youth” consumers, for instance, value contemporary, stylish products, while the “high-flyers” seek out products with high-performance properties and the “eco-ethical” consumer group is looking for products that are sustainable.

During the congress, experts from BASF will take part in the official HPCI technical seminars, where they will talk about latest market trends, technical expertise and product developments.

BASF