Styling by BASF’s Care CreationsTM :Expressing Individuality
Luvigel® Fit UPChange your thickener to boost your style
BASF Personal Care2
1 | Luvigel® Fit UP introduction
2 | Change your thickener to boost
your style
3 | Market benchmark study
4 | Formulations
5 | Back up
2
BASF Personal Care3
Luvigel® Fit UPChange your thickener to boost your style
A speciality liquid thickener designed
exclusively for use in hair styling products.
Suitable for clear gels or other styling
textures.
You decide; Maintain polymer levels and
boost styling or reduce polymer levels to cut
formulation costs.
Maintain polymer
levels and boost styling
Reduce polymer
levels and cut
formulation costs
BASF Personal Care4
Luvigel® Fit UPChange your thickener to boost your style
A speciality liquid thickener designed exclusively for use in hair styling products
INCI - Acrylates/C10-30 Alkyl Methacrylate Copolymer
Appearance - White polymeric emulsion, pourable liquid
Active matter (a.m.) - 30% polymer solution
Use level; up to 3.3% as supplied, 1% active matter
Without preservative
BASF Personal Care5
Luvigel® Fit UPEasy to handle/ Easy to process
30% active polymer solution
Pourable and pumpable
Viscosity as supplied 5-30 mPa.s at 23°C
Neutralise in situ with AMP, NaOH or TEA
No lumps or “fish eyes”
Smooth, modern gel texture, no air bubbles
Quick and easy production
BASF Personal Care6
Luvigel® Fit UPRheological profile
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
0.20 0.30 0.40 0.50 0.60 0.70 0.80 0.90 1.00 1.10
Vis
co
sity
(m
Pa
.s)
% Luvigel® Fit UP Active Matter
Target gel viscosity
Luvigel® Fit UP achieves the target viscosity for gels at between 0.85 and 1.00% a.m.
Aqueous gel neutralized with 0.34 % AMP, 0.50 % Euxyl PE9010, 0.40 % Eumulgin® CO 40, 0.10 % perfume Lisa (Drom).
BASF Personal Care7
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
5 6 7 8 9
Vis
co
sity
(m
Pa
s)
1.0 % A.M. Luvigel® Fit UP aqueous gels with 0.5% Euxyl PE9010, 0.4% Cremophor® CO 40, 0.1% perfume Lisa (Drom), neutralized with AMP.
Target gel viscosity
Luvigel® Fit UP1% A.M. Neutralisation curve
pH
Luvigel® Fit UP achieves the target viscosity for gels above pH 6.5.
BASF Personal Care8
1 | Luvigel® Fit UP introduction
2 | Change your thickener to boost
your style
3 | Market benchmark study
4 | Formulations
5 | Back up
BASF Personal Care9
Luvigel® Fit UPChange your thickener to boost your style
Boosts the performance of different styling polymers;
Nonionic
Luviskol® K grades (PVP)
Luviskol® VA grades (VP/VA Copolymer)
Luviset® Clear AT 3 (VP/ Methacrylamide/ Vinyl
Imidazole Copolymer)
Anionic
Luviset ® One (Acrylates/Methacrylamide Copolymer
Ultrahold Power (Acrylates/t-Butylacrylamide
Copolymer)
Cationic
Luviquat® Supreme AT 1 (Polyquaternium-68)
BASF Personal Care10
Luvigel® Fit UP & Luviskol® K 90Change your thickener to boost your style
0
50
100
150
200
250
300
0 1 2 3 4 5 6 7 8 9 10
Stiff
ness T
est (c
N)
Total polymer level (a.m.)
Luvigel® Fit UP boosts the styling performance of Luviskol® K 90 at all concentrations v Carbomer.
Luvigel Fit® UP (0.85%)
& Luviskol® K 90
♦ Carbomer (0.3%) &
Luviskol® K 90
Stiffness test comparison at the same total polymer content
BASF Personal Care12
Luvigel® Fit UP & Luviskol® K 90Change your thickener to reduce your polymer level
Total polymer level required
Target
Stiffness/ cN
Luvigel® Fit UP (0.8%)
& Luviskol® K 90
Carbomer (0.3%) &
Luviskol® K 90
Reduction in total
polymer for target
stiffness
100 1.8 3.8 >50%
150 3.7 5.9 37%
200 5.7 8.1 30%
250 7.7 Not achievable
Switching from Carbomer to Luvigel® Fit UP cuts total polymer levels by up to 50%.
BASF Personal Care13
Target gel viscosity of 40- 60 Pa.s
Luvigel® Fit UP & Luviskol® K 90Change your thickener to boost your curl retention
0
20
40
60
80
100
0.4% Carbomer & 3.4% Luviskol® K 90 0.8% Luvigel ® Fit UP & 3.0% Luviskol® K 90
Curl R
ete
ntion [
%]
Switching from Carbomer to Luvigel® Fit UP doubles the curl retention of PVP after 5 hours.
Total polymer content = 3.8 %
BASF Personal Care14
Luvigel® Fit UP & Luviskol® K 90Change your thickener to reduce your flaking
Flaking 4
Flaking 2
Luvigel® Fit UP reduces visible flaking at the same total polymer levels vs Carbomer.
Flaking rating 1- 4
1
2
3
4
2.5 3 3.5 4 4.5 5 5.5 6
Fla
kin
g r
ating
% Total Polymer
Flaking with Luvigel® Fit UP Flaking with CarbomerFlaking with Luvigel® Fit UP Flaking with Carbomer
BASF Personal Care15
Luvigel® Fit UP and Luviset® Clear AT 3Change your thickener to boost your style
0
50
100
150
200
250
0.60 % Carbomer & 3.25% Luviset® Clear AT 3 0.85 % Luvigel® Fit UP & 3.00% Luviset® Clear AT 3
Stiff
ness [cN
]
Total polymer content = 3.85 %
Target gel viscosity of 40- 60 Pa.s
Switching from Carbomer to Luvigel® Fit UP boost the styling performance of Luviset® Clear AT 3.
BASF Personal Care16
Luvigel® Fit UP and Luviset® OneChange your thickener to boost your style
0
20
40
60
80
100
120
140
160
0
10
20
30
40
50
60
70
80
90
100
0.5% Luvigel Fit UP + 2% Luviset One
0.5% Carbomer + 2% Luviset One
24 hrs 48 hrs0.5% Carbomer
& 2.0% Luviset® One0.5% Luvigel® Fit UP
& 2.0% Luviset® One
Stiff
ness [cN
]
Setting performance % Curl retention
0.5% Luvigel® Fit UP & 2.0% Luviset® One
0.5% Carbomer & 2.0% Luviset® One
Switching from Carbomer to Luvigel® Fit UP boost the styling performance of Luviset® One.
BASF Personal Care17
1 | Luvigel® Fit UP introduction
2 | Change your thickener to boost
your style
3 | Market benchmark study
4 | Formulations
5 | Back up
BASF Personal Care18
Luvigel® Fit UP polymer combinationsMeeting and exceeding market benchmarks
Match the performance of market benchmarks with Luvigel® Fit UP and Luviskol® K 90.
Match higher stiffness benchmarks with Luvigel® Fit UP and Luviset® Clear AT 3.
For the highest styling performance, Luvigel® Fit UP and Luviset® Clear AT 3 plus Luviquat®
Supreme AT 1 give extreme styling that exceeds market products.
With Luvigel® Fit UP it is possible to meet and exceed market benchmark performance.
BASF Personal Care19
Luvigel® Fit UP polymer combinationsMeeting and exceeding market benchmarks
104
124 127137
172 176
204 208
247
0
50
100
150
200
250
Taft Ultimativ 0.8% Luvigel® Fit UP,3.0% Luviskol® K90
Nivea Style Freeze Fructis Survivor 0.8% Luvigel® Fit UP,3.0% Luviset® Clear
AT 2
Studio LineIndestructible
Taft Power ElasticGel
0.9% Luvigel® Fit UP,3.0% Luviskol® K90,
0.6% Luviquat®Supreme AT 1
1.0% Luvigel® Fit UP,3.0% Luviset® Clear
AT 2, 0.6% Luviquat®Supreme AT 1
Stiff
ness [cN
]
With Luvigel® Fit UP it is possible to meet and exceed market benchmark performance.
BASF Personal Care21
1 | Luvigel® Fit UP introduction &
basics
2 | Change your thickener to boost
your style
3 | Market benchmark study
4 | Formulations
5 | Back up
BASF Personal Care22
Strong Styling GelHB-DE-13-286-1
Ingredients INCI %
A Luvigel® Fit UP (30% a.s.) Acrylates/C10-C30 Alkyl Methacrylate Copolymer 2.70
Water, demin. Aqua 40.00
BLuviskol® K 90 solution
(20% a.s.)PVP 15.00
1,2-Propylene Glycol Care Propylene Glycol 2.00
D-Panthenol 50 P Panthenol 1.00
AMP Ultra PC 2000 (Angus) Aminomethyl Propanol 0.30
Water, demin. Aqua 38.00
C Cremophor® CO 40 PEG-40 Hydrogenated Castor Oil 0.40
Perfume 0.10
Preservative q.s.
Viscosity (Brookfield RVF, sp. 6, 20 rpm, 23°C)
pH (23°C)
38 Pa.s
6.7
Stiffness (tested on 10 flat hair strands at 4 different positions at 20°C and 65% R.H.)131 ± 17 cN
Formulation HB-DE-13-286-1 demonstrates the benefits of using Luvigel® Fit UP as a
thickener for PVP based styling gels. The use of Luvigel® Fit UP boosts the styling
performance of the Luviskol ® K 90 offering higher level of performance than a Carbomer
based system.
BASF Personal Care23
Extreme Styling GelHB-DE-13-286-2
Ingredients INCI %
A Luvigel® Fit UP (30% a.s.) Acrylates/C10-30 Alkyl Methacrylate Copolymer 2.70
Water demin. Aqua 40.00
B Luviskol® K 90 solution (20% a.s.) PVP 10.00
Luviset® Clear AT 3 (20% a.s.) VP/Methacrylate/Vinylimidazole Copolymer 15.00
1,2-Propylene Glycol Care Propylene Glycol 2.00
D-Panthenol 50 P Panthenol 1.00
AMP Ultra PC 2000 (Angus) Aminomethyl Propanol 0.30
Water demin. Aqua 28.00
C Eumulgin® CO 40 PEG-40 Hydrogenated Castor Oil 0.40
Fragrance Lisa (Drom) Parfum 0.10
Preservative 0.50
Viscosity (Brookfield RVF, sp. 6, 20 rpm, 23°C)
pH (23°C)
28 Pa.s
7.0
Stiffness (tested on 10 flat hair strands at 4 different positions at 20°C and 65% R.H.) 281 ± 29 cN
Formulation HB-DE-13-286–2 demonstrates the use of Luvigel® Fit UP as a thickener in
combination with Luviskol® K 90 and Luviset® Clear AT 3. This combination of polymers offers
extreme styling performance in line with market benchmarks.
BASF Personal Care24
Styling Texture Spray HB-DE-13-286-3
Ingredients INCI %
A Water demin. Aqua 88.19
Luvigel® Fit UP (30% a.s.) Acrylates/C10-30 Alkyl Methacrylate Copolymer 1.70
Triethanolamine Care Triethanolamine 0.30
B Luviset® Clear AT 3 (20% a.s.) VP/Methacrylamide/Vinyl Imidazole Copolymer 5.10
Luviskol® VA 64 W (50% a.s.)VP/VA Copolymer 1.70
Luviskol® K 30 Powder PVP 0.85
Cetiol® B Dibutyl Adipate 0.01
Eumulgin® SML-20 Polysorbate-20 0.50
C D-Panthenol 75W Panthenol 0.20
Gluadin® Soy Benz Hydrolyzed Soy Protein 0.50
Edeta® BD Disodium EDTA 0.10
Preservative q.s.
D Triethanolamine Care Triethanolamine 0.30
Viscosity (RVF Sp. 4, 20 rpm, 23°C)
pH (23°C)
1,200 mPas
7.2
Formulation HB-DE-13-286-3 provides a texturising styling spray thickened by Luvigel® Fit UP
with a combination of Luviskol® K30 Powder, Luviskol® VA 64 W and Luviset® Clear AT 3 to
provide hold and texture.
BASF Personal Care25
„Out of the Shower” Wet Look Styling GelHB-DE-15-22-1
„Out of the Shower“ Wet Look Styling Gel is applied to the hair pulling it back from the face
and creating a stunning appearance. The look is a simple yet effective way of enhancing
facial beauty. Ultrahold® Power provides the strong hold needed to keep the hair in place.
Ingredients INCI %
A Eumulgin® CO 40 PEG-40 Hydrogenated Castor Oil 0.80
Perfume Cotton Touch
(Symrise)
Parfum 0.70
Euxyl PE 9010 (Schülke) Phenoxyethanol, Ethylhexylglycerin 1.00
B Ultrahold® Power (30-34% a.s.) Acrylates/t-Butylacrylamide Copolymer 9.20
AMP Ultra PC 2000 (Angus) Aminomethyl Propanol 0.80
Water, demin. Aqua 6.00
C Water, demin. Aqua 66.95
Edeta® BD Disodium EDTA 0.05
Sorbitol (Bernd Kraft) Sorbitol 10.00
D-Panthenol 75 W Panthenol 0.50
Luvigel® FIT UP (30% a.s.) Acrylates/C10-30 Alkyl Methacrylate Copolymer 4.00
Viscosity (Brookfield; RVF; spindle 5; 10 rpm; 23°C)
pH value (23°C)
15,000 mPas
6.8-7.2
BASF Personal Care26
Power2 Hair GelHB-DE-13-209-22
Ingredients INCI % by weight
A Water, demin. Aqua 44.46
Luvigel® FIT UP (30% a.s.) Acrylates/C10-30 Alkyl Methacrylate Copolymer 5.00
B Perfume Parfum 0.10
Eumulgin® CO 40 PEG-40 Hydrogenated Castor Oil 0.40
Preservative q.s.
C Ultrahold® Power (30-34% a.s.) Acrylates/t-Butylacrylamide Copolymer 9.20
AMP Ultra PC 2000 (Angus) Aminomethyl Propanol 0.84
Water, demin. Aqua To 100
Viscosity (Brookfield; RVF; spindle 6; 10 rpm; 23°C)
pH value (23°C)
29,500 mPas
7.0
This high performance styling gel demonstrates the strength and versatility of styling polymer
Ultrahold® Power, the performance of which is further boosted by it’s use in combination with
Luvigel® Fit UP.
BASF Personal Care27
Gridlock Sports Styling GelHB-DE-14-195-1
Ingredients INCI % by weight
A Luvigel® FIT UP (30% a.s.) Acrylates/C10-30 Alkyl Methacrylate Copolymer 3.22
Water, demin. Aqua To 100
B Eumulgin® CO 40 PEG-40 Hydrogenated Castor Oil 0.40
Perfume Parfum 0.10
Preservative q.s.
C Luviset® Clear AT 3 (20% a.s.) VP/ Methacrylamide/ Vinyl Imidazole Copolymer 15.00
1,2 Propylene Glycol Care Propylene Glycol 5.00
AMP Ultra PC 2000 (Angus) Aminomethyl Propanol 0.35
Viscosity (Brookfield; RVF; spindle 5; 10 rpm; 23°C)
pH value (23°C)
37,000 mPas
7.0
Luvigel® Fit UP forms the perfect basis for sports styling products, it is significantly more
resistant to salts than conventional thickeners making it sweat resistant. Luviset® Clear AT 3
is the ideal partner due to it’s excellent setting and low level of stickiness.
BASF Personal Care28
DISCLAIMER
This document, or any answers or information provided herein by BASF, does not constitute a legally binding
obligation of BASF. While the descriptions, designs, data and information contained herein are presented in good faith
and believed to be accurate, they are provided for your guidance only. Because many factors may affect processing
or application/use, we recommend that you make tests to determine the suitability of a product for your particular
purpose prior to use. It does not relieve our customers of the obligation to perform a full inspection of the products
upon delivery or any other obligation. The claims and supporting data provided in this publication have not been
evaluated for compliance with any jurisdiction’s regulatory requirements and the results reported may not be generally
true under other conditions or in other matrices. Users must evaluate what claims and information are appropriate and
comply with a jurisdiction’s regulatory requirements. NO WARRANTIES OF ANY KIND, EITHER EXPRESS OR
IMPLIED, INCLUDING WARRANTIES OF MERCHANTABILITY OR FITNESS FOR A PARTICULAR PURPOSE, ARE
MADE REGARDING PRODUCTS DESCRIBED OR DESIGNS, DATA OR INFORMATION SET FORTH, OR THAT
THE PRODUCTS, DESIGNS, DATA, OR INFORMATION MAY BE USED WITHOUT INFRINGING THE
INTELLECTUAL PROPERTY RIGHTS OF OTHERS. IN NO CASE SHALL THE DESCRIPTIONS, INFORMATION,
DATA, OR DESIGNS PROVIDED BE CONSIDERED A PART OF OUR TERM SAND CONDITIONS OF SALE.
BASF Personal Care30
1 | Luvigel® Fit UP introduction
2 | Change your thickener to boost
your style
3 | Market benchmark study
4 | Formulations
5 | Back up
BASF Personal Care31
Gels with Luvigel® Fit UPNeutralisation with different bases
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
6 6.5 7 7.5
AMP
TEA
NaOH
vis
cosity (
mP
a*s
)
pH
Aqueous gel with 0.80 % Luvigel® Fit UP, 3.0 % Luviskol® K90, 0.5% Euxyl® PE9010, 0.4% Cremophor® CO 40, 0.1% perfume Lisa (Drom)
Target gel viscosity
Luvigel® Fit UP delivers best viscosity build in combination with AMP or NaOH.
BASF Personal Care32
Stabilisation of Luvigel® Fit UP gels against
UV
0
10000
20000
30000
40000
50000
60000
70000
80000
90000
0 2 4 6 8 10 12 14 16 18 20
without EDETA BD
with 0.05% EDETA BD
with 0.10% EDETA BD
vis
co
sity
[mP
as]
1.0 % Luvigel® Fit UP & 2.5 % Luviskol ® K 90 stabilised with EDETA BD
BASF Personal Care33
1 | Luvigel® Fit UP introduction
2 | Change your thickener to boost
your style
3 | Market benchmark study
4 | Formulations
5 | Back up
6 | Comparison to Acrylates/Steareth-
20 Methacrylate
BASF Personal Care34
Luvigel® Fit UP vs Acrylates/Steareth-20
Methacrylate Copolymer - Rheology
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
100,000
0.20 0.30 0.40 0.50 0.60 0.70 0.80 0.90 1.00 1.10 1.20 1.30
Vis
co
sity
(mP
a.s
)
Polymer Concentration % a.m.
Luvigel Fit UP Acrylates Steareth-20 Methacrylate Copolymer
Target gel
viscosity
Aqueous gels neutralized with 0.34 % 2-AMP, 0.50% Euxyl® PE9010, 0.40% Eumulgin® CO 40, 0.10 % perfume Lisa (Drom)
Switching from Acrylates/Steareth-20 Methacrylate Copolymer to Luvigel® Fit UP boosts thickening
BASF Personal Care35
Luvigel® Fit UP vs Acrylates/Steareth-20
Methacrylate Copolymer – Thickening
Luvigel® Fit UP was compared to Acrylates/Steareth-20 Methacrylate Copolymer
with a range of different styling polymers.
All systems were formulated to a target viscosity of 40-60 Pa.s
Styling system Luviskol® K 90 Luviset®
Clear AT 3
Luviskol® K 90 &
0.5% Luviquat®
Supreme
Luviset® Clear AT 3 &
0.5% Luviquat®
Supreme
Total Polymer level 4.4% 4.5% 4.4% 4.5%
Amount of Luvigel® Fit UP needed to
reach 40-60 Pa.s
0.8% 1.0% 0.9% 1.0%
Amount of Acrylates/Steareth-20
Methacrylate Copolymer needed to
reach 40-60 Pa.s
1.2% 1.2% 1.1% 1.2%
Less Luvigel® Fit UP is needed for target viscosities vs Acrylates/Steareth-20 Methacrylate Copolymer.
BASF Personal Care36
Luvigel® Fit UP vs Acrylates/Steareth-20
Methacrylate Copolymer - Styling
0
50
100
150
200
250
Luviskol® K 90 (3.8%) Luviset Clear® AT 2 (3.85%) Luviskol® K 90 + Luviquat®Supreme AT 1 (4.4%)
Luviset® Clear + Luviquat®Supreme AT 1 (4.5%)
Acrylates/Steareth-20 Methacrylate Copolymer Luvigel® FIT UP
Stiff
ness [cN
]
Target gel viscosity of 40- 60 Pa.s
Total polymer content given in brackets
Luvigel® Fit UP boosts stiffness vs Acrylates/Steareth-20 Methacrylate Copolymer at the same level (A.S)
BASF Personal Care37
Luvigel® Fit UP vs Acrylates/Steareth-20
Methacrylate Copolymer - Foaming
Styling gels based on 1% Luvigel® Fit UP show reduced foaming compared to 1%
Acrylates/Steareth-20 Methacrylate Copolymer (with 2.5% Luviskol® K 90)
Luvigel® Fit UP Acrylates/Steareth-20
Methacrylate Copolymer
Luvigel® Fit UP gives less foaming vs Acrylates/Steareth-20 Methacrylate Copolymer at the same level.
BASF Personal Care38
Our STYLING segment offers its customers a
wide range of high-performance polymers and a
good knowledge of market trends and unmet
desires. Based on our proven expertise in
polymer and formulation technology, we create
ingredients that ensure individual, variable and
fashionable hairstyles. And that address
consumers’ innermost needs: eye-catching styles
and the expression of personality and creativity.
BASF’s Care CreationsTM: science excellence
inspired by life.
BASF Personal Care39