Print advertisement for Hercules CMC, unpurified cellulose gum manufactured and sold by Hercules Powder Company for use in detergent products and as a laundry finishing aid. The advertisement features a line drawing of a freshly laundered collared shirt. The accompanying text describes the benefits of Hercules CMC as a finishing aid for laundry, for "fullness of body." This advertisement appeared in Business Week, Newsweek, Time, Fortune, Wall Street Journal, Journal of Commerce, Chemical Week and Chemical & Engineering News.
Formed in 1912 as part of an anti-trust settlement with DuPont, the Hercules Powder Company (later Hercules Inc.) initially specialized in the manufacture of explosives and smokeless powders and subsequently diversified its business to encompass a variety of industrial products, including pine and paper chemicals, synthetics, pigments, polymers, and cellulose.
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Hercules Incorporated. “CMC Saves Your Neck .” 1952 Hercules Advertisements, 1952. Records of Hercules Incorporated, Volume 1952. Science History Institute. Philadelphia. https://digital.sciencehistory.org/works/1zhae07.
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