The pandemic has forced B2B businesses on the supply side of the beauty industry to start thinking like brands. While trade shows and conferences are slowly making a comeback, the attendance remains very low, with many businesses still having rules in place prohibiting travel.

BASF is taking a page out of the brand marketing playbook, taking its personal care innovations on the road via outdoor events in North America. Care Creations on the Road is a new mobile concept for BASF personal care technical, marketing, and sales experts to get facetime with their customers safely. Small teams of BASF experts are being deployed to host exclusive outdoor events.

“Care Creations on the Road has allowed us to pivot from our new norm of virtual meetings to provide our customers the opportunity to experience sensory benefits and formulation differences," said Jill Litchauer, Head of Application Technology and Technical Service, Personal Care, North America. "This approach allowed for one-on-one conversations about formulation challenges that our customers are facing with their projects.”

Care Creations on the Road piloted the first customer visit in May, collaborating with BASF's Northeast distribution partner Azelis. Check out the BASF roadshow schedule.