Color print advertisement for Hercules CMC-CT, unpurified cellulose gum manufactured and sold by Hercules Powder Company for use in detergent products. The advertisement shows a woman holding a white collared shirt. The accompanying text describes the use of unpurified cellulose gum in detergents, noting that Hercules CMC-CT "increases soil removal and whiteness retention." This advertisement appeared in Soap & Sanitary Chemicals.

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.