BASF launched its Colors & Effects brand, bundling BASF’s global pigments business. The new brand encompasses BASF’s distinct colorants and effect pigments portfolio, and serves customers across five key industries, including coatings, plastics, printing, cosmetics and agriculture. The company operates 13 pigment production sites in China, France, Germany, Korea, the Netherlands, Switzerland and the US.
“To continue to grow and develop their business, our customers need a diverse selection of pigments and global expertise,” said Alexander Haunschild, senior vice president, Global Pigments Business. “In this competitive marketplace, we created a brand focused entirely on pigments to provide our customers with products and solutions from one single source.” This is the first time the company has created dedicated global pigment teams for the agriculture and cosmetics industries.
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