BASF Bundles Pigments Brand
The world’s largest chemical producer, BASF, has launched a new global pigments brand to serve customers in the coatings, plastics, printing, cosmetics and agriculture industries.
Called Color & Effects, the new brand combines the Germany-based manufacturer’s pigments businesses, including its colorants and pigments portfolios.
“To continue to grow and develop their business, our customers need a diverse selection of pigments and global expertise,” Alexander Haunschild, senior vice president, Global Pigments Business, said in a June 30 press announcement. “In this competitive marketplace, we created a brand focused entirely on pigments to provide our customers with products and solutions from one single source.”
BASF says it has established teams concentrated solely on the each of the five industry segments. The company notes this is the first time it has created dedicated global pigment teams for the agriculture and cosmetics industries.
Within the new Color & Effects brand portfolio for coatings, BASF offers pigments for general industrial coatings and coil coatings, as well as pigments and additives for powder coatings. It also offers materials that it says enhances the quality, appearance and durability of exterior and interior OEM and refinish coatings in its automotive line.
The company also includes pigments, pigment preparations, dispersions, formulation and performance additives for architectural coatings, within the coatings umbrella.
“Our number one priority is to remain a reliable global supplier to our customers. This brand underlies the key strengths we bring to the market: chemical expertise and a broad portfolio of colorants and high performance effect pigments,” added Haunschild.
BASF operates 13 pigment production sites in China, France, Germany, Korea, the Netherlands, Switzerland, and the United States.
More information: www.colors-effects.basf.com.