The recent launch of the Colors & Effects brand by BASF, Florham Park, N.J., bundles the company’s global pigments business and encompasses BASF’s distinct colorant and effects pigments portfolio, serving five key industries: plastics, coatings, printing, cosmetics, and agriculture. “To continue to grow and develop their business, our customers need a diverse selection of pigments and global expertise. In this competitive marketplace, we created a brand focused entirely on pigments to provide our customers with products and solutions from one single source, explained Alexander Haunschild, senior v.p. for the global pigments business unit.
Taking an industry approach in organizing its global pigments business, BASF has established teams concentrated solely on, plastics, coating, printing, cosmetics, and agricultural markets. This is the first time that dedicated global pigment teams for agriculture and cosmetic industries were created. The company has 13 pigment production facilities in China, France, Germany, Korea, the Netherlands, Switzerland, and the U.S.