Stylized print advertisement for CMC (sodium carboxymethylcellulose) produced by Hercules Powder Company depicts a shirt, sock, curtains, underwear and a dress being washed with bubbles emanating from the wash. The accompanying paragraph discusses how synthetic detergents like CMC are more effective and cost less with fewer quantities needed for effective results. This advertisement appeared in Soap & Sanitary Chemicals and Chemical Industries.
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 in Synthetic Detergents Cuts Cost—Improves Wash.” 1950 Hercules Advertisements, 1950. Records of Hercules Incorporated, Volume 1950. Science History Institute. Philadelphia. https://digital.sciencehistory.org/works/8910jv369.
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