Targeting the many industry insiders due to attend the event, BASF will be among some 440 exhibitors from 34 countries that are hoping to make in-roads with new cosmetic innovations. The company is displaying its range of cosmetic polymers, active ingredients and organic and inorganic UV filters, with new effect pigments and delivery systems being added into the company's range following its acquisition of the Engelhard business last year. However, the main draw to the company's stand will no doubt be the three new products that will be unveiled for the first time at the show, targeting the skin care, colour cosmetics, and anti-aging markets. Luvitol light is an emollient designed to be used in skin creams, lotions, shower oils and gels, shampoos and conditioners, lipsticks and mascaras. It is said to have softening properties that improves skin hydration and gives the skin a smoother feel. The second product launch, the Reflecks MultiDimensions product range, is targeting the colour cosmetics market, with the effect pigments causing shades that shift, depending on the angle and lighting. The company created the shimmering effect pigments with the latest technology for borosilicate pigments, enabling it to incorporate them into many cosmetics products such as eyeshadows, nail polishes, and lipsticks. The final creation by the company's beauty care division is Quicklift, the glucose based polymer said to give skin a lift that 'acts like a facelift without going under the surgeons knife'. Capitalising on the booming anti-aging market, the company has created the product with active substances that are said to tauten and smooth the skin quicker than conventional products. Following frequent use the polymer allegedly makes the skin softer, with it being textured for rapid absorption, which leaves no residing film on the skin's surface.