Close-to-market key to meeting the skin care trends for BASF

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By Andrew McDougall

- Last updated on GMT

Related tags Skin care Marketing BASF

Having announced its latest marketing strategy at the recent in-cosmetics show in Barcelona, BASF were keen to show how it has been implemented and helped development of its new skin care actives.

Cosmetics Design spoke with BASF Beauty Care Solutions’ global marketing manager Tony Jaillot, who explained that the company has already been able to identify three key trends in skin care and this has adapted the products being produced.

The first is the functionality of skin care products which has formed the way BASF has developed its latest actives.

Jaillot explained that the time of action is also important to consumers. Whether it is a deodorant or a skin cream, consumers want the product to be long-lasting, but they also want to see the product take effect straight away.

The chemical company man also explained there has been a big influence on skin care from Asia. There are a lot of product manufacturers and ingredient suppliers in the region developing specific products for this market, but these are also being rolled out globally across the world.

At the show, BASF launched two new skin care actives based on its market data in order to meet consumer demand: a skin lightening and an anti-ageing active.

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