Alongside this, the company has appointed Lucilene Vieira Nunes to be its new director for strategic marketing for its personal care business in Europe.
Charoensirisomboon steps up from her position of managing the company’s Advanced Chemicals’ Innovation Campus Asia Pacific in Shanghai. She joined BASF in 2000 as a research fellow, and has worked across departments.
Veira has also been with the company since 2000, and worked with its marketing teams around the world. In her new role, she will report to the company’s vice president business management for personal care specialties Europe, Dirk Mampe.
The appointments come as BASF is placing a strong focus on sustainability, a demand increasingly at the forefront of customer requirements for chemicals companies.
Sustainability in focus
Last year, BASF set out a new process, dubbed the 'Sustainable Solution Streering' method, with which it intends to push sustainability across its personal care portfolio.
The method informs formulators of the level of sustainability attached to the BASF ingredients, which, according to the company, means they can respond with greater transparency and ease to rising consumer demand for sustainability.
“The sustainability of a product is a decisive factor for making a purchase decision for a growing number of consumers,” explains Sergey Andreev, SVP for BASF's personal care division in Asia.
“Many of our customers in the personal care industry wish to further promote their sustainable development and we can help them.”
For ingredients suppliers to the personal care industry, a strong sustainable profile now sits as one of the core demands that customers expect, alongside such long-time essential considerations as cost, service and quality.