INTERVIEW
17
INTERVIEW
Staying at the top
In July, Tatiana Kalman became head of BASF’s Personal Care Europe regional business unit and managing director of BASF Personal Care and Nutrition GmbH located in Monheim, Germany. Here, Tatiana talks to Personal Care Global editor Tim Probert about how the world’s biggest seller of personal care ingredients plans to stay ahead of the chasing pack
TIM PROBERT (TP): You are Brazilian and led BASF Care Chemicals in South America for three years. What did you learn about the personal care industry in that region? TATIANA KALMAN (TK): Firstly that it is a really fast-moving market. In terms of innovation it is usually in front of other markets so speed is extremely important. I also learnt that customers there demand a customised approach or customised solutions. Brazil is a very important
market for some specific areas of the personal care business like hair and skin care. The beauty of Brazil, of the region, is the diversity and the possibility to work with that.
www.personalcaremagazine.com The different types of skin and
hair mean we use Brazil as a pilot market to try many different things and to launch new products or new solutions that become used globally.
TP: Could you give me some examples? TK: The Onono (Centre for Scientific and Digital Experiences in Sao Paulo) is a good example. We created a lab – for personal care and home care – that combines BASF’s science with the innovation demand of our customers and start-ups to develop ideas and think about the trends of the future. This was a big success because it became a type of an ecosystem for
the personal care industry in Brazil. The development of
customised products for the skin or hair - based on the type of skin or hair type a person has - using digitalisation technology to deliver a solution for the end-consumer is very important for us. We will see more of it in the future.
TP: BASF is the world’s largest personal care ingredient supplier. What is the master plan to stay ahead of the rest, to stay at number one? TK: It all starts with customers. It’s about being closer to our customers, understanding their needs and bringing solutions. In addition, there are three very
important topics in our strategy that help us to deliver what our customers expect: innovation, sustainability and digitalisation. Of course, on top of the high-quality products we offer, we also have a very broad portfolio. This combination is very
powerful: a science-based approach with a broad portfolio, high quality products, together with innovation, sustainability and digitalisation. As I said before, speed is
important and even more so in recent years when we think about everything we went through. We have learnt to be more adaptable, to be more flexible, and to be faster.
October 2022 PERSONAL CARE
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