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New Brand Identity for Specialty Alcohol ITDA: ELUCARE® TD by Evonik

The ELUCARE® brand will be gradually expanded over the next few months to become home to a wide range of oxo alcohols.

Dr. Hinnerk G. Becker, Market Segment Head Specialties at Performance Intermediates Business Line
Dr. Hinnerk G. Becker, Market Segment Head Specialties at Performance Intermediates Business Line
New ELUCARE® brand family: C4 specialties the focus of sales activities at Performance Intermediates
New ELUCARE® brand family: C4 specialties the focus of sales activities at Performance Intermediates
  • C4 specialties the focus of sales activities at Performance Intermediates (PI): New ELUCARE® brand family
  • Introduction of the brand concept underlines consistent focus on the needs of both the market and customers
  • The special alcohol isotridecyl alcohol (ITDA) to be marketed under the ELUCARE® TD brand

The ELUCARE® brand will be gradually expanded over the next few months to become home to a wide range of oxo alcohols. These serve as high-quality intermediates to produce surfactants, special esters, lubricants, resins and special solvents.

“ELUCARE® embodies what C4 specialties stand for: a consistent focus on market and customer requirements,” says Christian Bierhaus, head of Marketing and Sales at Performance Intermediates.

As the first product in the new brand family, Evonik is now marketing the C4 specialty ITDA under the brand name ELUCARE® TD. The clear strategy of the PI business line: to be the first point of contact for customers, in the long term, when it comes to C4 specialties.

“With the introduction of the ELUCARE® TD brand, we are once again creating the future of C4Chemistry together with our customers, while demonstrating that we can be relied on,” emphasizes Hinnerk Becker, market segment manager for C4 specialties at PI. “The demand for ITDA has been growing steadily for years. With our capacity expansion at the end of 2019, we reacted to this growth early on. This is how we can support the growth strategies of our customers in a long-term, consistent and reliable manner.”

PI ensures the long-term and reliable availability of ELUCARE® TD by means of a sustainable and complete integration of the corresponding raw material flows into the C4 network at the Marl and Antwerp production sites. ELUCARE® TD is distributed worldwide via Evonik’s regional platforms.

ELUCARE® TD (ITDA) is a high-purity C13 alcohol and an important intermediate to produce surface-active substances, so-called surfactants (ethoxylates) and special esters. ITDA ethoxylates are used in high quality applications like homecare products or I&I cleaners. ITDA special esters are used in special lubricant formulations as well as in high-quality paints and coatings.

Source: Evonik

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