Notes

[alt text]

The background of this advertisment moves from light green to dark green as it goes down the page. At the top of the page there is large black font with the words “Elegant. Not greasy.” Under this large text is smaller black text that goes into detail about the product. Under this text there is a large dark green tube like object with half sphere top, potentially representing the packaging of some product that might contain the companies creation BRIJ 721.

[transcription]

Elegant. 

Not greasy.

Only one emulsifier produces an oil-in-water emulsion as effective as 100% mineral oil. But far more elegant. 

It’s BRIJ 721 emulsifer from ICI. By combining 20% ethanol with high levels of cosmetic oils, we created breakthrough cream and lotion formulas. Still unmatched. 

BRIJ 721 is the most powerful versitile emulsifier on the market. Developed in our labs and unduplicated anywhere.

It yeilds extremely cost effective systems becuase of low usage rates.

Use BRIJ 721 alone of with a low HLB sufactant like BRIJ 72 for stable creams, lotions, antiperspirants and aerosol products. 

Systems impossible with other emulsifiers are possibe with BRIJ 721 and BRIJ 72. They stabilize formulas containing ethyl alcohol or newer salts such as aluminum zirconium pentachlorohydrate for new antiperspirants. 

And BRIJ 721 is just one among hundreds of unique surfactant, sunscreen and emollient products we’ve created to meet our costomers’ needs. 

You see, we started long ago.

By developing surfactant families like SPAN TWEEN BRIJ MYRJ and ARLACEL, and the HLB System. 

All now industry standards. 

Plus we have many of the conventional surfactants you need. In fact we offer a larger line or nonionic surfactants than any other manufacturer. In addition we save you development time. With more proven starting formularies, technical support, physicological testing and regulatory affairs information. 

So get a head start on a new product now.

Ask for our guide to surfactants.

Just call 1-800-441-7757 Ext. 3257

ICI Specialty Chemicals 

Wilmington, DE 19897

One of a kind products start with one of a kind ingredients. 

[additional notes]

Initially one thing that stood out to me was the use of the words of elegant and greasy. I had never really thought of elegant as word that could be used as a positive comparision to greasy. Another thing that stood out was the large dark green tube like object with half sphere top taking up more than half of the page of the advertisment.