Cossma 7-8/2013

R inse-off products such as show- er gels, liquid soaps, tooth- pastes, shampoos and condi- tioners as a vital part of people’s daily hygiene routines not only help to im- prove or maintain their health and ap- pearance, but are also designed to en- hance consumers’ overall well-being. The increasing significance of natu- ral products, as well as consumers’ growing environmental awareness, has opened up numerous new opportuni- ties for manufacturers of rinse-off products. But exploiting these oppor- tunities creates challenges for manu- facturers across areas ranging from for- mulation to certification. To support manufacturers who are targeting the flourishing market for natural rinse-off products, BASF’s Personal Care busi- ness offers a wide range of natural- based and high-performance ingredi- ents. From niche to mass market Natural personal care products used to be a special treat that con- sumers indulged in every once in a while. However, market data now show that natural personal care products have become a valued part of many consumers’ lives. In fact, global sales saw double-digit growth between 2005 and 2010, increasing to 23 billion US dollars (see fig. 1). There has been growth in sales of natural personal care products across all the world’s regions, with particularly high growth rates in Brazil and the Asia-Pacific area (see fig. 2) as well as very consistent growth in the European market. In recent years total sales in Europe have risen steadi- ly, with a compound annual growth rate of 11.1% between 2006 and 2011 (see fig. 3). And with 57% of consumers feel- ing that beauty products based on nat- ural ingredients are better for them, the market growth looks set to continue. Formulating certified rinse-off products Rinse-off applications containing plant-derived ingredients enjoy grow- 20 COSSMA 7-8I2013 FOCUS: NATURAL COSMETICS INGREDIENTS ing popularity. Consumers are looking for rinse-off products that provide mild and gentle cleansing, prevent irritation and dryness, maintain the natural bal- ance of skin and hair, and keep them healthy and beautiful. In other words, as well as supporting their physical health, consumers expect these rinse- off solutions to deliver in terms of performance and efficacy, and to con- tribute to their overall sense of well- being – for example, by enabling invig- orating shower or home spa experi- ences. Formulating natural-based solutions that satisfy these diverse needs can prove difficult. Choosing suitable, competitively viable ingredi- ents that deliver the desired level of mildness and foam quantity, and that also conform to natural cosmetic stan- dards, represents one of the major challenges in securing market share. Besides ingredient choice and formu- lation expertise, the success of natu- ral-based rinse-off products depends very much on performance and prod- uct positioning. In addition, carefully considered product certification and labeling lend credibility to a product, Solutions for natural-based rinse-off products Serving the demand for natural personal care products with per- formance and emotion photo:BASF Ute Griesbach et al. from BASF’s Personal Care business explain the benefits of Plantaquat NC, a nature-based solution for the conditioner sector, Lamesoft OD, a nature-based micro-emulsion for rinse-off products, and Plantacare surfactants, the alkyl polyglucoside range for natural positioned and mild rinse-off products. Double digit growth for natural personal care products Source: Kline, Natural Personal Care 2011 Fig.: 1 COS1307-8_20_BASF_GB.qxp_COS1307-8_14_Plantasense_D 26.07.13 11:29 Seite 20

Cossma 7-8/2013

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