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BASF to offer ‘Everlasting Beauty’ program following extensive research

By Andrew McDougall+

17-Dec-2013

Study authors (left to right): Althaus, Zagirova, Savoldi, and Bothorel
Study authors (left to right): Althaus, Zagirova, Savoldi, and Bothorel

Chemicals company BASF has launched its latest program focusing on the three anti-ageing actions of prevention, maintenance and correction having used its vast consumer research to identify what the market was asking for.

The ‘Everlasting Beauty’ initiative, developed under its Care Creations brand, incorporates a face mask, hand cream and day face cream that all offer solutions for different skin conditions, helping consumers to identify their personal anti-ageing needs, irrespective of their age, and to develop their own beauty routine.

Dr. Stefanie Althaus, Marketing Manager Skin Care Galenics; Olga Zagirova, Market Intelligence Manager Europe; Laura Savoldi, Account Manager Personal Care BTC; and David Bothorel, Industry Marketing Manager Actives Europe were the authors behind the latest study which was aimed at selecting suitable active ingredients for the three formulation sets.

“The BASF Personal Care business, with its Care Creations brand, is constantly striving to develop solutions for real life cosmetic and personal care products that meet people’s individual demands,” says the study.

“The ‘Everlasting Beauty’ program was born out of the desire to answer a variety of individual demands with suitable skin and hair care solutions based on high-performance, effective ingredients.”

Face mask

The facial mask is said to be ideal as an additional care treatment for youthful skin, as its protecting properties are complemented by a creamy, non-greasy texture that leaves the skin feeling soft.

An emulsifier-thickener combination (Emulgade PL 68/50 and Eumulgin Prisma, Cosmedia SP BASF) provides the basis for this, while several emollients, including shea butter, ensure the mask leaves skin soft.

It also has an extract from the seed of Vigna aconitifolia (Vit-A-LikeTM, BASF) which delivers proven benefits and a performance similar to retinol, and stimulates cellular renewal and collagen synthesis for a demonstrated anti-wrinkle effect.

Hand cream

The hand cream is designed to protect the skin against harmful influences and nourish it at the same time.

The formulation incorporates a dry emollient (Cetiol CC, BASF) that can also make the sun protection filters more efficient, as well as an emulsifier tandem (Emulgade Sucro and Eumulgin SG, BASF) that achieves stable, moisturizing emulsions.

The formulation is completed by an active ingredient (ActiwhiteTM, BASF) that acts on different levels of the melanin genesis.

Face cream

Finally, the ‘Beautiful Morning’ formulation for the face day cream with SPF 15 contains shea butter and O/W emulsifiers (Eumulgade Sucro and Eumulgin SG, BASF).

A combination of high-performance polymers (Cosmedia SP and Rheocare XG, BASF) provides additional stability, while effect pigments improve the colour complexion of the skin.

The cosmetic active used in this formulation is a dill extract (Lys’Lastine, BASF), which was used to stimulate LOXL synthesis, a novel and key biological target involved in elastin functionality renewal, for visibly reactivating the skin’s resilience.

Ageing concern

BASF believes this new program will help consumers to find the products for their individual anti-ageing needs and demonstrate that the signs of aging can be delayed by adopting a healthy lifestyle, a positive approach and finding an optimum daily beauty routine.

“In other words, it shows that putting in a small amount of effort today can pay rich dividends for a person’s skin and hair condition in the future,” it continues.

According to market researcher Euromonitor, the anti-agers skin care category is expected to grow globally by 5% each year between 2012 and 2017, exceeding the annual growth of the overall personal care market by 2%.

Looking young, attractive and healthy is becoming increasingly important to people of all ages, and Mintel figures also show that 40% of women consider skin care products to be a long-term investment in their appearance.

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