Notes

A right hand is sprinkling VEEGUM onto a left hand, forming a hill on the left hand.

VEEGUM

The stabilizer that withstands the test of time

Year after year, VEEGUM magnesium aluminum silicate continues to be the safe, reliable and all-natural stabilizing agent for cosmetics and toiletries. Small wonder, because VEEGUM does so much so well.

Besides stabilizing emulsions and suspending powders and pigments, it also modifies viscosity and imparts thixotropy to suspensions. What’s more, VEEGUM reduces stringiness and tackiness of organic gums so that feel and texture are improved.

Non-toxic, non-irritation, odorless VEEGUM…it gives smooth, creamy elegance to liquids, creams and pastes.

R.T. Vanderbilt Company, Inc.

Industrial Minerals and Chemicals

Norwalk, CT

Effectiveness and safety are promoted in this ad. Effectiveness is seen within the text of the ad, which describes VEEGUM as reliable and that it can be used in various ways in many cosmetics and toiletries. While it is primarily a stabilizer, it seems that it is also a suspender. Safety is also seen within the text of the ad, which describes VEEGUM as safe, non-toxic, non-irritating, and odorless. 

What I found particularly amusing were the words “the stabilizer that withstands the test of time,” as the visual of the VEEGUM falling down and making a hill looks like what happens in an hourglass. This phrase and imagery compliment each other very well.

thixotropy: the property of various gels of becoming fluid when disturbed (as by shaking)

Christy Lam