Attitude, plurality, pride and acceptance. These are some of the words that define the concept JUST BE, developed by the BASF Care Creations team. JUST BE means to express oneself as a unique individual and to take on the characteristics that make us unique. Based on these premises the concept can be broken into three trends: "Men-iverso", "Diversa- idade" and "Um-niverso".
Dedicated exclusively to the male universe, the "Men-iverso" trend promises to bring to the world of men a series of solutions especially designed to meet their needs with efficiency and practicality for day to day. Formulations are focused on the treatment of male skin, special shampoos, and sunscreens with light textures and easy to apply.
BASF therefore developed Speci’Men, the first active on the market specifically dedicated to men’s skin. “Male skin has a higher density of collagen than women’s skin - which means that the signs of aging in men are less obvious. However, since the first lines start to appear, they turn into wrinkles faster," said the company.
Speci’Men is a 100% natural extract that targets the versican protein, which is essential for the viscoelastic properties of the skin, specifically for the health men’s skin. "The results are striking: the skin is revitalized, its tonicity is improved and there is a visible reduction in the signs of fatigue around the eyes and wrinkles. 94% of men who tested Speci’Men agree that it is appropriate for the particularities of men’s skin and 74% of those close to them confirmed their effectiveness."
Today’s people are looking for ways to improve their lives and to improve their well-being when getting older and therefore seek beauty care products which can highlight their body’s healthier characteristics. The trend "Diversa-idade" (i.e. diverse age) features a portfolio developed for various ages, so that people can feel well whatever their age, and valuing what is best in each category of age. Within this focus, BASF presented solutions to care for and improve the appearance of skin and hair.
Finally, the “Um-niverso" (i.e. one-universe) trend addresses the plurality of the world we live in, where miscegenation prevails. Flexibility and adaptation are key to the development of products that meet all consumers in their different and equal needs. Within the Um-niverso trend, multifunctional products bring the same level of care without distinction: one for all. They are also products that enable customized settings, to suit the preferences and meet the specific needs of each individual: all for one!
"With the JUST BE concept, BASF presents solutions to value what is best in each of us. The concept aims to inspire people to accept who they are and to highlight their best qualities. We believe in the diversity and individuality of people and, therefore, we want to provide solutions and products that promote the recognition of these values," said Renata Oki, Senior Manager Personal Care Business at BASF South America.