OREANDA-NEWS. BASF will present its latest solutions for applications in the Home Care, Industrial & Institutional Cleaning (I&I), and Personal Care markets at the HPCI Middle East and Eurasia Exhibition in Istanbul at booth 310. This congress is the biggest event in the region and focuses on ingredients and applications for the cosmetics, detergents, and cleaning products industry.

“HPCI is providing us with the opportunity to present innovations specifically tailored to the needs of the Turkish and Middle East markets and embark on in-depth discussions with our local customers,” says Neslihan Utkan, Regional Business Management Care Chemicals Turkey, Middle East, and North Africa.

Regarding home care applications, there is a growing demand for detergents and cleaning products that clean quickly and efficiently, provide care, are safe and easy to use, and save resources. At HPCI, BASF will be presenting its customers various choices in order to meet these needs.

With Sokalan® HP 20, BASF is introducing a special polymer for the formulation of liquid detergents. Even at low temperatures, it actively disperses particulate soil from clothes and prevents graying – this ensures clean laundry with low energy consumption.

Besides its performance, the esthetics of the cleaning product is also gaining importance. The market is calling for liquid detergents and fabric softeners in transparent bottles, bright colors, and creamy textures. For the formulation of this product category, special Rheovis® rheology modifiers and Tinogard®/Cibafast® stabilizers that protect the products against light- and oxygen-related degradation will be presented at the exhibition. These can extend the esthetics and shelf life of market products in transparent packaging.

Market empathy and science excellence are the pillars of BASF’s Personal Care business. To even better connect both strengths with one another the company has implemented a new approach based on consumer research. A validated typology system helps define the personality characteristics and needs of six consumer archetypes and translate these needs into innovative personal care products.

Based on consumer studies in France and Germany carried out by BASF and TNS Infratest new formulation concepts for anti-aging face care and hair conditioning have been developed which are being presented at HPCI. The concepts translate consumer needs into tailored solutions and enable efficient targeting of different personality profiles.

BASF’s innovative emulsion concept SWOP™ technology enables the formulation of personal care products with new textures and unusual sensory perception. SWOP™ emulsions are oil-in-water emulsions that become water-in-oil emulsions during application and thus combine the advantages of both. Products based on this technology moisturize, nourish and protect the skin. They absorb quickly and produce a fresh and light skin feel during application.