Home and Personal Care Colorants “Color makes the difference”

Michael Schork

Marketing Specialtites

SEPAWA Nordic 06/07 May 2013

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Content

Color trends, fashion and brands

Role of color in formulations

Challenges to formulate colors

Finding the right colors:

Color chemistry

Application properties

BASF offerings

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Megatrends

A growing and aging world population

Globalization and new markets

Urbanization Energy requirements and climate protection

Demographic Change

Housing and Construction

Energy and Resources

Health and Nutrition

Mobility and Communication

Megatrends

Main Influences of Color Trends Example: Pink, from nature to home care cleaners

Nature Fragrance Houses Fashion Consumer Goods Celebrities Industrial Goods Home Care

Individualistic Society and lifestyle (I buy what I feel like) Variety seeking buying behavior (increasing product variations)

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The effect of color is one of sensory symbolism

Color is a universal communicator that is immediately intuitive and immensely powerful, not only in the impressions it can create, but also in the messages it

can contain!

Consumer products use COLOR to communicate: Clean Antibacterial Soft Fresh Prestige Branding Fragrance Action / “It Works”

Colors: Tool of Communication

Key Influence on Buying Decision of Consumers: Color & Fragrance Signaling & Perception

Fashion & Trends

clean/hygienic perception

Color &

Fragrance

Product Esthetics

Performance Ease of Use

Brand Recognition

Signaling Safety

Stabilizer Technologies

Brand Identity

Visual “Coding”

Create Maintain

Cleaning

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Product

Consumer

Home & Personal Care Products Attracting the customer

Caring

Enhancing

Fun/Convenience Security/Protection Trust

Manufacturer Get attention •Pop-up on shelf •Product Design •Product Color

Communicate •Claims •Signals/Color •Product Appearance

Deliver •Superior formulations •Reliable effects •Sufficient stability

Colors transporting the message

Many Choices Fresh Fragrances

Attractive, Colorful Products Powerful Formulations

Pop up on shelf & signaling

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Color = Sensorial Support for Brands

Visual support of effect and

claim

Color

Claim

Effect

Brand

Active Ingredient Technology

Effect, Claim, Packaging, Appearance etc.

Technology creates brand value

Color supports customers brand integrity

Challenges to formulate Colors

Product appearance and color is one key factor for success

Colorant choice increasingly difficult task:

How to: pop up on shelf, represent brand, align with fashion

What color(s) will provide the desired shades most economically

What colors will be compatible and stable

How to resolve stability issues

Development of a range of shades / product coloration requires specialty expertise

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Challenges to formulate Colors

Other factors to be considered: Increased regulation requirements US FDA (e.g. FDA batch certification vs just FDA grade) EU Cosmetic & Detergents Directive Japanese MHLW

Increased demand of microbiological Specifications

Increased number of product formulations and color variants used.

This leads also to more stabilization issues around colors.

Rationalization of colors supply chain

Colors are not a „commodities“ but specialties

Challenges To Formulate Colors

Consumer goods manufacturers know: how to formulate an effect (cleaning, caring, styling, …)

how important product esthetics are (color, smell, stability)

How to position products and catch consumer attention

Manufacturers often have limited knowledge about: How to achieve visual effects desired by marketing

Which color would be most stable in their formulation

What to do if they can‘t achieve stability or shade

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Color Selection

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Colorants are typically chosen during the critical last phase of

product development.

The right choice of colors avoids: Incompatibility problems

Non-homogeneous colorations

Stability problems due to pH, light exposure, etc.

Unnecessary complicated dye blending procedures

The right choice of colorant offers: Cost effective and homogeneous colorations

Long lasting product aesthetics

Time savings

Smart choice of colors minimizes costs and resources

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Selection Criteria

Application

Home Care vs Fabric Care vs Personal Care

PS&R aspects

region- / country-specific regulations

Iragon vs Puricolor vs Puricolor FDA

Final formulation characteristics

Product form (powder vs liquid vs emulsion)

Coloristic requirements

pH

Active components (e.g. bleaching agents, peroxides...)

Light fastness requirements

Color Index and Chromophores

In the Color Index Handbook, numbers are assigned to all known dye structures

The Color Index Numbers are related to the chromophores: Azo (CI 11XXX - 35XXX) mainly red/yellow

Triarylmethane (CI 42XXX - 44XXX) bright/strong! Stability issues

Xanthene (CI 45XXX) bright, some fluorescent

Quinoline (CI 47XXX) yellow

Anthraquinone (CI 58XXX - 72XXX) duller/weak, rel. good stability

Indigoid (CI 73XXX) stable as pigments only

Phtalocyanine (CI 74XXX) bright, pigments: good stability

Inorganic (CI 77XXX) dull, very good stability

Application Properties of Colorants

The Color Index classifies colors according to their (textile) application General classification Dyes: soluble

Pigments: insoluble

Lakes: insoluble salts of dyes

Further classification of dyes according to their use:

Acid dyes: water soluble, anionic

Basic dyes: water soluble, cationic usually bad stability profiles

Direct dyes: water soluble, anionic, larger than acid dyes

Food dyes: = acid dyes

Pigments: insoluble (powders and slurries)

Solvent dyes: insoluble in water, soluble in organic solvents

Application Properties of Colorants

Recommendations for liquid products Acid dyes (water soluble)

– Dyes are primarily used for coloration of liquid aqueous formulations

– Easy to incorporate

– Widely compatible

– Potential limitations: pH- /bleach stability, light fastness

Aqueous pigment dispersions (water dispersible)

– Easy to incorporate

– Widely compatible

– Very good stability profile (pH, bleach, light fastness etc)

– Potential limitations: precipitation (depending on viscosity/surfactants)

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Application Properties of Colorants

Recommendations for detergent bars / toilet soaps Aqueous pigment dispersions

– Easy to incorporate

– Very good stability

Pigment powders

– Very good stability

– Potential limitations: homogenization

Acid dyes (incorporation via aqueous stock solution)

– Easy to incorporate

– Potential limitation: stability (alkaline pH)

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Application Properties of Colorants

Recommendations for powders/granules etc. Acid dyes

– Incorporation via aqueous stock solution, spray on

– Potential limitation: stability (alkaline pH, bleach), some are staining

Aqueous pigment dispersions

– Incorporation via aqueous stock solution, spray on

– Very good stability

– Potential limitation: fabric staining may be experienced

Pigment powders

– Incorporation via dry-mixing

– Very good stability

– Potential limitations: higher color amount (higher risk of staining)! 18

Additional Considerations: Pigments

Factors affecting final color delivery:

Pigment particle size

Production processes and impact on pigment molecule

Formulation ingredients, and inter-action

Pigment molecule surface treatment

Process time and impact on pigment molecule

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Finding the right shades

The shade of a color is defined by the chromophore

Most chromophores exhibit very specific coloristic properties

Knowledge of chromophores prevents long trial and error, unsatisfactory shades or uneconomic color choices

Chromophores are indicated by the Color Index Number

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Sharp absorption: Bright shade

Broad absorption: Duller shade

Low absorption: Pale shade

Delivering and gaining trust Reliable and stable formulations

Stability is depending on many more parameters than only colors

Often protection systems are needed

Selection of colors and protection systems is closely linked to each other

Stabilizer technologies suitable to protect formulations:

– UV Light Stabilizers

– Excited State Quencher Technology (ESQ™)

– Phenolic antioxidants

– New, non-phenolic antioxidant for special problem solving

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Cleaning

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Product

Consumer

Home & Personal Care Products – Attracting the customer

Caring

Enhancing

Fun/Convenience Security/Protection Trust

Manufacturer Get attention •Pop-up on shelf •Product Design •Product Color

Communicate •Claims •Signals/Color •Product Appearance

Deliver •Superior formulations •High quality raw materials •Reliable effects •Sufficient stability

Smart choice of colors minimizes costs and resources and minimizes stability problems

Developing comprehensive color solutions means:

Good understanding of color chemistry and color application properties

Good understanding of interactions of ingredients and behavior of sensitive raw materials

Availability and knowledge of most efficient stabilizer system

Stabilizers for Home and Personal Care

Transparent packaging materials

Clear aspects Light Stabilizers

Brilliant colors

Complex fragrances, long lasting freshness

Ingredients susceptible to autoxidation Antioxidants

Ingredients suffering degradation in presence of peroxide

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To Manage Colors, BASF offers...

Product Range • A broad range of colors with globally consistent quality • Leading stabilizer technologies to protect formulations

Support, Coloring Solutions • Shade matching, shade suggestions • Stable colorations and/or stabilization of formulation • Replacement/substitution of colorants • Optimization of color handling (one stop shop)

Global Coverage and Expertise at a Local Level • Sales, technical, logistics, production, product safety

Innovation & Expertise • Long-standing R&D expertise in color and stabilizer chemistries • In-depth knowledge of H&PC Applications & Formulations

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Regulatory Requirements and Product of Choice

One Global Shade Card - Two Brand Names - 50 Products

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30 50

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Colorants for Home & Fabric Care and Personal Care Puricolor® FDA Grades Food, drug and cosmetic colorants used globally in Personal Care and Home&Fabric Care products Meet the material specifications of the three major legislations: US FDA, EU Cosmetic Directive and Japanese MHLW

Have stringent microbiological specifications

Tight heavy metals control

Guaranteed color assay

US FDA batch certified Colorant Types Product Form Acid/Food Dyes Powder Pigments Powder

Puricolor FDA

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C.I. Name C.I # Name Old Name Acid Blue 9 42090 Puricolor Blue ABL9 FDA Puricolor Blue ABL9

Food Green 3 42053 Puricolor Green U3 FDA Puricolor Green U3

Solvent Green 7 59040 Puricolor Green SGR7 FDA Puricolor Green SGR7

Acid Yellow 23 19140 Puricolor Yellow AYE23 FDA Puricolor Yellow AYE23

Food Yellow 3 15985 Puricolor Yellow FYE3 FDA Puricolor Yellow FYE3

Acid Orange 7 15510 Puricolor Orange AOR7 FDA Puricolor Orange AOR7

Food Red 1 73360 Puricolor Red FRE1 FDA Puricolor Red FRE1

Acid Red 33 17200 Puricolor Red ARE33 FDA Puricolor Red ARE33

Pigment Blue 29 77007 Puricolor Blue PBL29 FDA Ultramarine Blue 54

Pigment Yellow 42 77492 Puricolor Yellow PYE42 FDA Puricolor Yellow PYE42

Pigment Red 181 73360 Puricolor Red VRE1 FDA Puricolor Red VRE1

Puricolor FDA

Colorants for Home & Fabric Care and Personal Care Puricolor® FDA Dyes

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Colors for Personal Care and Home&Fabric Care products Meet the material specifications of the EU Cosmetic Directive and the Japanese MHLW (selected products only) Have stringent microbiological specifications

Tight heavy metals control

Guaranteed color assay

Colorant Types Product Form Acid / Food Dyes Powder Pigments Powder Pigment Dispersions Liquid (aqueous dispersions

Puricolor Colorants for Home & Fabric Care and Personal Care Puricolor® Grades (old: Vibracolor®)

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C.I. Name C.I # Name Old Name Food Blue 5 42051 Puricolor Blue FBL5 Vibracolor Blue FBL5

Solvent Green 7 59040 Puricolor Green SGR7 Vibracolor Green SGR7

Food Yellow 13 47005 Puricolor Yellow FYE13 Vibracolor Yellow FYE13

Acid Yellow 17 18965 Puricolor Yellow AYE17 Vibracolor Yellow AYE17

Acid Orange 7 15510 Puricolor Orange AOR7 Vibraolor Orange AOR7

Acid Red 18 16255 Puricolor Red ARE18 Vibracolor Red ARE18

Food Red 14 45430 Puricolor Red FRE14 Erythrosine 88 E127

Acid Red 14 14720 Puricolor Red ARE14 Vibracolor Red ARE14

Acid Red 52 45100 Puricolor Red ARE52 Vibracolor Red ARE52

Puricolor Colorants for Home & Fabric Care and Personal Care Puricolor® Dyes (old: Vibracolor®)

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C.I. Name C.I # Name Old Name Pigment Blue 15 74160 Puricolor Blue PBL15 Vibracolor Blue PBL15 Pigment Blue 15:3 74160 Puricolor Blue PBL15:3 Sicomet Blue P 74160

Pigment Green 7 72460 Puricolor Green PGR7 Vibracolor Green PGR7

Pigment Yellow 1 11680 Puricolor Yellow PYE1 Sicomet Yellow P 11680

Pigment Blue 15 74160 Puricolor Blue PBL15-L Vibracolor Blue PBL15-L

Pigment Green 7 72460 Puricolor Green PGR7-L Vibracolor Green PGR7-L

Pigment Yellow 1 11680 Puricolor Yellow PYE1-L Vibracolor Yellow PYE1-L

Pigment Yellow 13 21100 Puricolor Yellow PYE13-L Vibracolor Yellow PYE13-L

Pigment Red 5 12490 Puricolor Red PRE5-L Vibracolor Red PRE5-L

Pigment Black 7 77266 Puricolor Black PBK7-L Vibracolor Black PBK7-L

Puricolor Colorants for Home & Fabric Care and Personal Care Puricolor® Pigments (old: Vibracolor®)

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Colorants for Home & Fabric Care applications exclusively

Meet various formulation requirements such as:

pH stability

bleach stability

light stability

Liquid dye blends developed for laundry and household products

• They have also stringent microbiological specs Colorant Types Product Form Acid Dyes Powder Direct Dyes Powder Dye blends Liquid Pigments Liquid (aqueous dispersions)

Iragon HFC

Colorants for Home & Fabric Care Iragon® HFC Colorants

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C.I. Name C.I. # Name Old Name Acid Red 18 16255 Iragon Blue ABL80 HFC Iragon Blue ABL80 Acid Blue 80 61585 Iragon Blue ABL80-X HFC Iragon Blue ABL80-X Acid Blue 9 42090 Iragon Blue ABL9 HFC Basacid Blue 756 Acid Blue 9 42090 Iragon Blue ABL9-L HFC Basacid Blue 756 Liquid Food Blue 5 42051 Iragon Blue FBL5-L HFC Basacid Blue V 20 Liquid Direct Blue 86 74180 Iragon Blue DBL86 HFC Iragon Blue DBL86 Acid Green 25 61570 Iragon Green AGR25 HFC Basacid Green 876 Acid Green 1 10020 Iragon Green AGR1 HFC Basovit Green 970 N.A. N.A Iragon Green Liquid HFC Basacid Green T 461 Liquid

Iragon HFC

Colorants for Home & Fabric Care Iragon® HFC Dyes

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C.I. Name C.I. # Name Old Name

Food Yellow 13 47005 Iragon Yellow FYE13 HFC Basovit Yellow 094 E104

Direct Yellow 28 19555 Iragon Yellow DYE28 HFC Iragon Yellow DYE28

Acid Yellow 23 19140 Iragon Yellow AYE23 HFC Iragon Yellow AYE23

Acid Yellow 73 45350 Iragon Yellow AYE73 HFC Basovit Yellow 226-S

Acid Yellow 36 13065 Iragon Yellow AYE36 HFC Basovit Yellow 232 Acid Red 18 16255 Iragon Red ARE18 HFC Basovit Red 400 E Acid Red 27 16185 Iragon Red ARE27 HFC Basovit Red 470 E123 N.A. N.A. Iragon Brilliant Blue Liquid HFC Iragon Brilliant Blue Liquid N.A. N.A. Iragon Bright Pink Liquid HFC Iragon Bright Pink Liquid N.A. N.A. Iragon Bright Yellow Liquid HFC Iragon Bright Yellow Liquid Pigment Yellow 1 11680 Iragon Yellow PYE1-L HFC Iragon Yellow PYE1-L

Iragon HFC

Colorants for Home & Fabric Care Iragon® HFC Dyes

Most comprehensive offer in the industry Efficient stabilizer systems, unique technologies, synergies & boosting effects

UV Absorbers

Cibafast HA Liq.

Tinogard TLA

Broadband absorption UVA shifted spectrum

Non-yellowing BHT replacements Specialty Antioxidants

Unique quenching mechanism Boosts Effect of UV Absorbers

ESQ™

Tinogard QA

Antioxidants Tinogard TTA

Tinogard TSA

Tinogard NOA

Tinogard DA

Light Stability Oxidation Stability

Stabilizers for Home & Personal Care

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Supplier III

Supplier I Personal

Care

Stabilizers (EM)

Application know-how

QA / PSR

Global Supply

Technical Service

Market Knowledge

Food

Industrial Detergents/

Cleaners Customer

Supplier II

Pigments

Dispersions

Dyes

Regional

Puricolor (PC) Iragon (H&FC)

Tinogard Cibafast

Puricolor (PC) Iragon

Unique competence and technology offering - One Stop Shop Concept

Puricolor (PC) Iragon (H&FC

“Color makes the difference”

Thank you for your attention