BASF’s Care Creations division has opened a personal care assessment salon at its location in Lagos, Nigeria. The new facilities will enable in vivo sensory and performance testing of ethnic skin and hair care formulations on volunteers.
Understanding consumer preferences
With this investment, the personal care ingredients supplier aims to help its customers in the Sub-Saharan Africa market grow.highly relevant end products accepted by consumers”.
“To develop effective formulations and ingredients for ethnic personal care products, a deep understanding of African consumers’ preferences and pain points, the characteristics of their skin and hair, and how the ingredients affect them is essential,Said Tosin Dania, technical manager of personal care in sub-Saharan Africa. “BASF’s “Care Review Fair” combines market empathy, scientific excellence and formulation expertise, allowing us to share this understanding and benefit with our customers across the region.“
Facilitate the sustainable growth of the sub-Saharan Africa market
This new in-house salon is the first of its kind launched by a supplier of personal care ingredients in Nigeria. It complements the BASF Application Technology Lab inaugurated in February 2019.
“This expansion is another example of our commitment to this important and growing market. Through our strong local competence, we aim to drive the evolution of the personal care industry in Sub-Saharan Africa towards a more global competitiveness,” noted Jason mcalpine, Vice-President Personal Care – EMEA.
The show and the laboratory will be open to collaboration with university institutions on research topics in cosmetic science. By partnering with university researchers, BASF aims to advance technical expertise in the region and support the training of the next generation of cosmetic scientists.