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  • March 8, 2017

LUDWIGSHAFEN, Germany—BASF, the world’s largest chemical producer, has launched a new global pigments brand to serve customers in the coatings, plastics, printing, cosmetics, and agriculture industries. Called Color & Effects, the new brand combines the manufacturer’s pigments businesses, including its colorants and pigments portfolios.

BASF says it has established teams concentrated solely on each of the five industry segments. The company notes this is the first time it has created dedicated global pigment teams for the agriculture and cosmetics industries. Within the new brand portfolio for coatings, BASF offers pigments for general industrial coatings and coil coatings, as well as pigments and additives for powder coatings. It also offers materials that enhance the quality, appearance, and durability of exterior and interior OEM and refinish coatings in its automotive line. Pigments, pigment preparations, dispersions, and formulation and performance additives for architectural coatings are included within the coatings umbrella.