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March Creations focuses on Multicultural Hair Care

The March Creations Newsletter focuses on hair care globally, specifically meeting the needs of various multicultural markets. In our Formulator's Focus section, we discuss how it is essential to understand the behavior of different kinds of hair and its basic physical and chemical structure. We understand that this is the key to formulation success, rather than ethnic background. Consumers are seeking new products to satisfy two needs: hair care for their specific hair type, and to embrace current styles and trends. At BASF, we offer imaginative and innovative products and ideas to solve any formulation challenge.
In our Trends section, we focus on US customers of African descent, who represent a significant percentage of consumers embracing natural haircare. With the increase in demand for natural styling products, consumers are now, more than ever, seeking products that care for and maintain their hair's natural features. Historically, consumers had more of a reactive approach to repairing damage to their hair. Today, there are numerous products on the market that enable them to be more proactive.
In "Hair Care meets DIY!," we explore the products and formulations for the consumers looking to get salon results at home. Shampoos, conditioners, styling products and hair color segments targeting multicultural beauty are experiencing steady increases due to fewer salon visits, availability of multicultural brands in mainstream stores and the natural hair trend — all stemming from consumers increasingly embracing their cultural identities.
In our Global article, we look at what the priorities of the consumer are in the Middle East, Asia and South America. Awareness of global location, local challenges in styles and climate, and simple hair type are components of the larger picture that formulators need to understand. At BASF, our constant vigilance in forecasting and responding to global trends make us a uniquely qualified partner for you and your formulators.
In our Meet the Team section, we invite you to join us at the NYSCC Supplier's Day — Booth #231! Stop by our booth to learn about our new launches, concepts, and five super relevant trends to help further define your brand!

The Personal Care Team


Andrew Miller, Marketing Manager, Hair Care — Personal Care North America

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