Two-page color print advertisement for Hercules CMC, unpurified cellulose gum manufactured and sold by Hercules Powder Company for use in detergent products. The advertisement shows a graph representing the effectiveness of Hercules CMC at retaining the whiteness of fabric when added to detergents. The advertisement also includes inset photographs of a man in a lab coat operating a piece of testing equipment, and a woman holding a stack of laundered shirts. The accompanying text describes the many applications of Hercules CMC for detergents, textiles, and papermaking. The sidebar lists other available Hercules products, including Vinsol Resin, "Defoamer 4" and Abitol, an alcohol derived from rosin. This advertisement appeared in Chemical & Engineering News, Chemical Industries, Chemical Engineering, Chemical Processing, and Canadian Chemistry & Process 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. “Problem...Solution...Result...” 1951 Hercules Advertisements, 1951. Records of Hercules Incorporated, Volume 1951. Science History Institute. Philadelphia. https://digital.sciencehistory.org/works/ozv5q1j.
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