BASF develops new formulation concept using consumer researc

Chemicals company BASF has implemented a validated typology system using consumer research that allows users to characterise different consumer personalities and their emotional and functional needs.

BASF has pursued this consumer-oriented approach using science-based methods for hair conditioning: a new formulation concept utilises the personality characteristics of various consumer archetypes and their emotional needs, and translates these needs into innovative conditioning products. "Using our hair conditioning concept, we can offer our customers amazing new formulation suggestions as well as recommend the appropriate dosage forms and packaging which they can use to meet the emotional and functional needs of consumers," said Sybille Cornelsen, responsible for marketing in the shampoo and conditioning segment within BASFs Personal Care Europe.

The new hair conditioning concept is based on a study BASF conducted with TNS Infratest, an institute for market and opinion research. In doing so, consumers of 18 to 65 years of age were assigned to one of six consumer archetypes based on their intrinsic motivations and using a validated typology system. Their descriptions - energetic, perfect, professional, protected, authentic and creative - predominantly represent the emotional needs that characterise the respective archetypes, according to the firm. In an example, it said: "The archetype perfect which strives for perfection and success desires a specific hair shine and protection from the elements as well as a brand image associated with luxury. The Powerful Gloss Enhancer Conditioner which combines intense shine with a sophisticated sensory profile, is one of the formulation options in BASFs portfolio that specifically meets the needs of this archetype".

"We offer our customers something new with our hair conditioning concept. They have the ability to target different consumer personalities with extraordinary conditioning systems," said Bettina Jackwerth, responsible for marketing of Hair and Oral Care Products at BASFs Personal Care Europe. "We look forward to developing personalised solutions for hair conditioning based on this concept together with our clients that enable new positioning in the market and meet the needs of consumers."