We know that how we choose to present ourselves to the outside world is important. It effects how we feel, how others see us and how confident we are.
Restyling our hair is one major way of changing our appearance. We can send out a clear message with our hair - are you a rebel, a professional, a hipster? Every year the fashions for hair styling change, so BASF Care Creations decided to work with Fashion Snoops to identify the four major themes for 2017.
Being in touch with consumers, trends and developments in the marketplace is part of what we call market empathy: It enables us to support our customers in developing products in line with the spirit of the times and positioned to stand out from the competition. Another pillar of our success is science excellence – the technical and scientific know-how, experience and resources BASF Care Creations is built upon.
Based on these core strengths our formulation teams across Europe and our product performance experts worked to design and test bespoke formulations to meet the four themes. We then took a range of products into the studio with an experienced stylist and professional models. This allowed us to experience the process from beginning to end and to build upon our experience to deliver our customers high performance, market relevant products and expertise.
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