Color print advertisement for Hercules CMC, a cellulose gum manufactured and sold by the Hercules Powder Company for use as a binding and stabilizing agent in consumer goods. The advertisement features a line drawing of a pair of hands and a silhouette of a bottle of hand lotion. The accompanying text invites the reader to request more information on the "special advantages" of cellulose gum in lotions. This advertisement appeared in Drug & Cosmetic Industry and American Perfumer & Essential Oil Review.
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. “Uniform Smoothener, Thickener, Stabilizer.” 1952 Hercules Advertisements, 1952. Records of Hercules Incorporated, Volume 1952. Science History Institute. Philadelphia. https://digital.sciencehistory.org/works/iv3bkpe.
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