BASF has announced the launch of its Colors and Effects brand, bundling the company’s global pigments businesses. The brand encompasses BASF’s colorants and effect pigments portfolio and serves customers across five key industries—coatings, plastics, printing, cosmetics, and agriculture.
“In this competitive marketplace, we created a brand focused entirely on pigments to provide our customers with products and solutions from one single source,” said Alexander Haunschild, senior vice president of Global Pigments Business.
BASF has organized global pigment teams, with each team focusing respectively on the agriculture, cosmetic, coatings, plastics, and printing markets, the company stated. “BASF continues to invest resources into this change and we are confident we have the right experts and portfolio to help our customers continue to innovate,” said Haunschild.
BASF operates 13 pigment production sites, located in china, France, Germany, Korea, the Netherlands, Switzerland, and the United States.