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