WILMINGTON, DE – Ashland Specialty Ingredients, a business unit of Ashland Inc., is helping paint manufacturers meet the growing demands of the coatings industry with an expanding line of additive ingredients, research and support. As part of this support, Ashland has repositioned its Coatings Specialties brand, launching a new advertising campaign and a new microsite. The company has been a leader in paint and coatings rheology since launching its Natrosol™ HEC brand more than 50 years ago.

“The right rheology system can open up a whole world of new possibilities for paint formulators, and our products have been proving that for decades,” said Prachur Bhargava, Global Marketing Manager, Industrial Specialties, Ashland Specialty Ingredients. “Today, however, we’re also contributing cutting-edge research into how paint is applied, in terms of force and energy dynamics and users’ preferences, that is breaking new ground in the science of paint. It is this kind of innovation that can be truly transformative for the industry.”