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Rhodia Launches Rheological Agent Rheomer®33 for Creating Innovante Textures in Personal Cleansing Applications

Rhodia Launches Rheological Agent Rheomer®33 for Creating Innovante Textures in Personal Cleansing Applications

News release

Paris (France) – USA (Cranbury) – Singapore –October 17, 2011 Rhodia announces the global launch of Rheomer®33, a rheology1 modifying polymer for personal cleansing solutions.

In the demanding personal care market of today, consumers not only expect products to have excellent cleansing and sensorial properties, but also to appeal to their visual aesthetics. Rheomer® 33 is a polymer formulators can use to create a wide range of different textures for shower gels, body and facial washes and shampoos.

Rheomer® 33 is a new hydrophobically-modified alkali-swellable emulsion (HASE) polymer designed to provide efficient thickening, shear-thinning rheology and good suspension properties in low-to-medium surfactant systems.

Rheomer® 33 facilitates the suspension of beads and particles while allowing the exhibition of ultra high clarity, high richness and good foaming properties in personal cleansing end applications. Due to these properties, formulators can create varied formulations such as crystal-clear shower gels with suspended capsules, pearlescent shampoos and body washes, moisturizing shower creams with high oil content, facial scrubs with exfoliating beads and mild baby bath gels and shampoos.

With the launch of Rheomer® 33, Rhodia will reinforce its position in the rheology market. “Rheomer® 33 is an excellent addition to Rhodia's rheology portfolio.  It opens the door to effective product development at low surfactant levels, providing suspending power and enhancement of sensorial properties such as product texture, foam and skin after-feel.  It is a true innovation that allows our customers to innovate, said Stewart Warburton, Global Marketing Director for Home and Personal Care Market, Rhodia Novecare.

Rhodia, member of the Solvay group, is a specialty chemical company resolutely committed to sustainable development. As a leader in its businesses, the Group aims to improve its customers’ performance through the pursuit of operational excellence and its ability to innovate. Structured around 11 Global Business Units, Rhodia is the partner of major players in the automotive, electronics, flavors and fragrances, health, personal and home care markets, consumer goods and industrial markets. Rhodia employs around 14 000 people worldwide and generated sales of €5.23 billion in 2010

Rhodia Novecare, with net sales of about €1.1 billion in 2010, provides high-performance products and solutions to a wide range of industries including cosmetics, detergents, agrochemicals, oil & gas, as well as coating and industrial applications. Thanks to a worldwide industrial footprint and global R&D and tech-support network, Rhodia Novecare holds leading positions in surfactants, amines, phosphorus derivatives, natural & synthetic polymers and monomers technologies, and eco-friendly solvents-based formulations. Rhodia Novecare has developed particular expertise to answer and anticipate customer needs in protection, surface modification, rheology, active delivery, improvement of formulations and processes and sustainable solutions.

For more information, please visit our website: www.rhodia.com

Media Contacts - Rhodia Novecare
Global & Europe– Véronique Bienaymé veronique.bienayme@eu.rhodia.com
North America – Camille Thomas camille.thomas@us.rhodia.com
Asia-Pacific – Abigail Toh abigail.toh@ap.rhodia.com

Rheomer®33 will be Rhodia’s special feature at the personal care trade exhibitions:

In Cosmetics Asia 2011 –BangkokThailand– 2 to4 November 2011
Visit us at Booth No. D40

SCS Formulate – Coventry – UK – 15 to16 November 2011
Visit us at Booth No. 436

Suppliers Day 2011 – SCC California Chapter –Long Beach,CaliforniaUSA - 25 to26 October 2011
Visit us at Booth No. 735

Rheology is a science that studies the deformation and flow of matter. Rheology includes many basic disciplines such as strength of materials, fluid mechanics and plasticity.