With its umbrella brand Suprima®, Merck is a pioneer in the pigment industry.
With Suprima®, Merck is the first pigment manufacturer to launch a quality brand that groups several selected products under one umbrella. What makes Suprima® different is that customers not only receive relevant quality guarantees, but also a comprehensive dossier which contains a wealth of evaluations, specifications and measurement data in a compact form. This is of appreciable added value to customers. "With Suprima®, we are setting a new quality standard that perfectly meets the rising demands of our customers – particularly in the automotive and cosmetics industries," explains Alexander Peters, Head of Global Marketing for decorative pigments within the Pigments & Functional Materials business unit at Merck. "The advantage of the dossier is that customers can access detailed regulatory and analytical data and in so doing obtain a competitive advantage in their own markets." The new umbrella-brand concept is initially targeted at regulated markets such as cosmetics and coating applications.
Dossier facilitates the work of coating manufacturers
In the field of coating applications, two new products – Meoxal® Wahiba Orange and Meoxal® Taklamakan Gold – will be marketed under the Suprima® quality brand. Existing product names will remain.
A special dossier will be supplied for high-quality pigments under the Suprima® umbrella. This precisely records that these pigments are free of silicone impurities. It also shows what steps Merck has taken to ensure the products are silicone-free such as, for example, testing packaging material and auxiliaries.
In addition, the Suprima® concept encompasses the specification of coloristic data. It delivers exact color values based on "Delta Lab measurements". This makes it possible to quantify colors accurately as industrial standards for all customers. Furthermore, Merck supplies all Suprima® products in anti-static packaging.
These three most significant differentiating factors will cut time and costs for customers. The fact that the product is silicone-free guards against production errors, detailed color data can save customers from carrying out internal measurements, and the anti-static packaging simplifies use in a manufacturing environment. In addition, the dossier offers customers the benefit of receiving all the information in a single document: from the safety data sheet right through to the weathering test.
Merck is planning gradually to market additional high quality effect pigments under the Suprima® name. The umbrella brand represents the highest quality standards and is set to expand to specialist applications for example those that bring the product into contact with skin or with food products.
For further information: www.merck4pigments.com