HPCI 2012: BASF to showcase wide range of ingredients for personal care and home care products

May 10, 2012

Press Release

  • Exhibiting one of the most comprehensive portfolios for personal care and home care products
  • HPCI Exhibition & Conference in the WOW Convention Center Istanbul, May 23 to 24, BASF booth number: 310

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 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.

Innovative personal care ingredients
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 gives 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.

BASF experts at technical seminars
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.


Speaker Topic

May 23, 2012,
10:50 a.m.

Zeynep Gamze Sen
BASF Operative Marketing
Manager Personal Care
Turkey and Middle East

BASF Operative MarketingManager Personal CareTurkey and Middle East

Luvigel® Fit : A liquid
thickener that is tailormade for clear andsmooth hair-styling gels

24. Mai 2012,

13:35 Uhr

Oguz Bayrak
BASF Account Manager
Home Care & Formulation
Technologies Turkey

Turkey: The Household

Care Market from the perspective of the rawmaterial supplier


About BASF Care Chemicals
BASF’s Care Chemicals division offers a broad portfolio of products for hygiene, personal care, home care, industrial & institutional cleaning as well as technical applications. Care Chemicals is the leading supplier to the cosmetics as well as to the detergents and cleaners industry. The high quality product portfolio of the division mainly comprises surfactants and emulsifiers, polymers, emollients, chelating agents, actives, UV filters and pigments. The offering is completed by superabsorbents, developed for the requirements in all fields of hygiene applications. Care Chemicals operates production and development sites as well as sales offices in all regions.

About BASF
BASF is the world’s leading chemical company: The Chemical Company. Its portfolio ranges from chemicals, plastics, performance products and crop protection products to oil and gas. We combine economic success, social responsibility and environmental protection. Through science and innovation we enable our customers in almost all industries to meet the current and future needs of society. Our products and system solutions contribute to conserving resources, ensuring healthy food and nutrition and helping to improve the quality of life. We have summed up this contribution in our corporate purpose: We create chemistry for a sustainable future. BASF posted sales of about €73.5 billion in 2011 and had more than 111,000 employees as of the end of the year. BASF shares are traded on the stock exchanges in Frankfurt (BAS), London (BFA) and Zurich (AN). Further information on BASF is available on the Internet at www.basf.com.

Jasmin Haile

Global Communications Care
Phone: +49 621 60-48122
Fax: +49 621 60-6648122

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