Colors & Effects brand aligns global pigments expertise across five industries
LUDWIGSHAFEN, Germany/SOUTHFIELD, MI – BASF announced the launch of 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.
“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.”