International.
BASF announced the launch of its Colors & Effects brand, bringing together the company's global pigment business. The new brand encompasses the portfolio of dyes and effect pigments, and serves customers in five key industries, including coatings, plastics, printing, cosmetics and agriculture.
"To continue to grow and develop their businesses, our customers need a diverse selection of pigments and global expertise," said Alexander Haunschild, senior vice president of the Global Pigments business. "In this competitive market, we have created a brand entirely focused on pigments to offer our customers products and solutions from a single source."
"Our number one priority is to remain a reliable global supplier to our customers. This brand underlies the strengths we bring to market: chemical expertise and a wide range of high-performance dyes and effect pigments," said Haunschild. "BASF continues to invest resources in this change and we are confident that we have the right experts and portfolio to help our customers continue to innovate."
BASF operates 13 pigment production plants in China, France, Germany, Korea, the Netherlands, Switzerland and the United States.
