ASHLAND SPECIALTY INGREDIENTS launched Natrosol™ Performax hydroxyethylcellulose, a paint-thickening technology that accelerates production and increases quality of waterborne architectural coatings. The patent-pending dry formulation triggers rapid and complete dispersion in any water-based medium, even under low shear conditions. This allows manufacturers to add HEC in dry form at any point of the manufacturing process, eliminating extra process steps, such as the preparation of pre-slurries or dissolutions of HEC. Visit