BASF: New “Colors & Effects” brand for pigments

BASF has bundled its global pigments business into a new brand called “Colors & Effects”.

The portfolio is divided into segments, each with a dedicated team supplying five specific customer industries: coatings, plastics, printing, cosmetics, and agriculture. This marks the first time the German group has had a dedicated global focus for the latter two industries.

Alexander Haunschild, senior vice president, Global Pigments, said the brand is focused entirely on pigments to provide customers with products and solutions from a single source and emphasises the key strengths BASF brings to the market: chemical expertise and a broad portfolio of colorants. The group operates 13 pigment production sites in China, France, Germany, Korea, The Netherlands, Switzerland and the US.



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