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Discover Tomorrow's Beauty: Clariant launches inspirational trend guide for the personal care industry

Die vier typischen BeautyForward-Profile setzen Trends für Personal-Care-Produkte. (Foto: Clari...

  • BeautyForward® provides insights and ideas to drive innovation
  • Identifies four consumer trends – CARE, PURE, DARE, LOOK
  • Supports Clariant's growth strategy in Care Chemicals
Muttenz, April 13, 2016 – Clariant, a world leader in specialty chemicals, has introduced its new inspirational trend guide BeautyForward® to the personal care industry. Launched on in-cosmetics 2016 in Paris, one of the most important global trade fairs for personal care ingredients, BeautyForward unveils new trends to help drive innovation in the personal care segment.

Based on a unique discovery process to decode social and cultural trends, Clariant has identified four future consumer types – CARE, PURE, DARE and LOOK. For each one, the guide aims to inspire companies and help them anticipate trends with a better understanding of consumer profiles and purchasing decisions.

CARE - Human and technology become one. The modern technologist feels calm and serene, always on the lookout for naturally mild and nourishing products that help counter the stress of an accelerating world. PURE – Let's learn to unlearn. While hunting for perfection, the new purist appreciates the finer things in life: elegance, sophistication, as well as a refined skin care texture.

DARE – I am not your average girl. Where there's attraction, there's also protection: The new woman favors products for stronger, livelier hair as well as healthy, vital skin.

LOOK – Watch me now. Looking for luxurious products and premium textures, it's the result that counts: Glam fans prefer features that repair and add shine to hair, and features that make skin radiant.

"With the new trend guide we aim to inspire our customers in developing innovative products and shape our own innovation pipline. As we claim to be a leading company in terms of sustainability and innovation, we have to be a trend setter, close to market trends and customer needs, and not a follower", said Christian Vang, Head of Business Unit Industrial & Consumer Specialties (BU ICS).

"Clariant has a track record in trend analysis and forecasts. For more than 10 years, we have been translating insights and social cultural changes to create an annual trend report for the color industry which is called ColorForward®. Now we transformed and translated it into the personal care industry", explained Ralf Zerrer, Head of Strategic Marketing of BU ICS.

The relevant market for Care Chemicals is growing 4 % to 5 % each year. For the last five years, Clariant has outperformed the annual market growth regularly. The regional growth focus is on the emerging markets in Latin America, India and China as well as on the steadily growing North American market. To further support the growth ambitions, the anticipation of future trends like the growing demand for environmentally compatible applications and innovations from renewable substances and naturally derived ingredients is mandatory. A reason why the company continually takes steps to strengthen the portfolio in this regard.

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