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BASF Rolls Out Global Pigments Brand

By Kerry Pianoforte, Editor | June 30, 2016

Colors & Effects brand bundles BASF’s global pigments business.

Dr. Alexander Haunschild

BASF has launched the Colors & Effects brand, bundling BASF’s global pigments business. The new brand encompasses BASF’s entire colorants and 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 the 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.”

Haunschild said BASF organized its global pigments business in an industry approach and established teams concentrated solely on the coatings, plastics, printing, cosmetics and agriculture markets. This is the first time the company created a dedicated global pigment teams for the agriculture and cosmetics industries.

“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,” said Haunschild. “BASF continues to invest resources into this change and we are confident we have the right experts and portfolio to help our customers continue to innovate.”

Stefan Suetterlin
“There is a long history with BASF and pigments,” said Haunschild. “In the last seven to nine years we built on this historic position by adding three different businesses, creating a truly unique product portfolio. We have an expertise that is unmatched.”

This new brand launch underlies BASF commitment to providing the most comprehensive portfolio of pigment solutions in the world.

“The new name and brand was chosen to highlight BASF’s expertise in pigments,” said Haunschild. “For every color we have a solution. We really can pick the best product for each and every color.”
The Color & Effects brand will be part of the larger BASF Group. “We are proud to have the BASF mother band including in the logo,” said Haunschild.

BASF operates 13 pigment production sites in China, France, Germany, Korea, the Netherlands, Switzerland and the U.S.

“Wherever you find colors and effects in the world you will find BASF pigments,” said Stefan Suetterlin, head of global business management, BASF. “We are targeting key industries, including coatings and printing inks. In the coatings market we are covering everything from automotive to decorative. For inks we are offering products for all applications. From the most basic to the most sophisticated ink processes. We are serving digital electronics and are active in electronic specialties.”

The Color & Effects brand must have a global business view as it serves five very distinct markets. “It is important to adjust our strategies for the specific needs of the coatings industry and the specific needs of the ink industry from a global perspective,” said Haunschild. “We believe that is the key to success in the coming years.”

BASF to increase production capacities for bismuth vanadate pigments in Besigheim
BASF has also announced that it is going to significantly increase its production capacities of bismuth vanadate pigments in Besigheim near Stuttgart, Germany. The additional capacities will be available as of 2017. Bismuth vanadate pigments are yellow pigments with a special greenish color tone, that BASF markets under the Sicopal and Paliotan brand names. Customers use them for the formulation of paints, coatings and plastic coatings.
Bismuth vanadate pigments are a high performance inorganic alternative to pigments containing lead chromate, which, according to the EU chemicals regulation REACH, are classified as CMR substances (carcinogenic, mutagenic or toxic for reproduction).

“Over the next few years we expect our customers' demand for bismuth vanadate pigments to grow faster than the overall pigment market, both in Europe and worldwide. By expanding the production capacities we respond to this increase in demand,” said Haunschild. “As of this year, BASF is no longer producing any pigments containing lead chromate. "We are committed to offering our customers innovative products that enable them to develop sustainable solutions,” added Haunschild.

BASF to extend its comprehensive bismuth vanadate pigment portfolio
In the field of bismuth vanadate pigments, BASF is one of the global market leaders and has a comprehensive portfolio that is continually being expanded. In 2013, BASF launched the particularly color-intense yellow Sicopal L1130 pigment, which is well established in the market. The product is used as alternative to zinc-containing formulations and enables highly chromatic yellow shades with high weather fastness. In 2015, BASF is also going to introduce a newly developed alkali-stable bismuth vanadate pigment for the formulation of paints as well as a temperature-stable bismuth vanadate pigment for plastic applications.

BASF expands production capacity and color range for Paliocrom products
BASF has also announced that it will expand its capacity for the production of Paliocrom effect pigments by more than 20 percent by 2017 in Ludwigshafen, Germany. The investment will enable the company to accommodate for the growing demand of its aluminum-based effect pigments in the automotive coatings sector. With an investment of approximately €10 million, BASF aims to strengthen its position in this fast-growing market.
“Our high-end Paliocrom effect pigments have gained much popularity in the automotive market and our orange, red and gold colors create a broad range of styling options for coatings producers,” said Haunschild. “The expansion of the Paliocrom production is being made in view of the recent color trends and the projected rising demand. BASF expects the Paliocrom product group to grow significantly above the general pigment market for automotive coatings.”
The Paliocrom range features gold, orange and new red pigments. BASF also launched Paliocrom Sparkling Red as an exclusive bluish red product in the market. BASF said that Paliocrom’s uniqueness comes from high chroma, metallic luster and hiding power and it is suitable for high-quality automotive finishes and industrial paints.

“We are strengthening our leadership in this dynamic market segment by not only adding capacity, but also launching special effect pigments like Sparkling Red which has extraordinary styling potential. We continue to create more styling options for our customers from high quality pigments and accompany the growing effect pigment market,” added Haunschild.

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