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.”

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 has created 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.”

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