Celanese: one for all

As customer needs diversify – and the complexity of their solutions increase – identifying the right partners and solutions can make the difference between product success or failure. In this regard, the specialty materials producer Celanese is launching a unified brand that represents its multiple businesses and capabilities. Historically, Celanese was represented by separate businesses, including: Acetate Products, Acetyl Intermediates, Advanced Fuel Technologies, Clarifoil, Emulsion Polymers, EVA Performance Polymers, Nutrinova, and Ticona Engineering Polymers. Each of these names will fade and be replaced by Celanese. Some of these products, solutions and technologies include: cellulose derivatives such as Clarifoil and CelFX matrix technology; emulsion polymers including EcoVAE, TruModa and Vinamul; engineered materials such as Hostaform/Celcon POM, GUR UHMW-PE and Celstran LFRT; EVA (ethylene vinyl acetate) products including Ateva and VitalDose; intermediate chemistry products and technologies such as AOPlus, VAntagePlus and TCX Technology. “Going forward, everyone in Celanese, our world-class products, our process technologies and solutions from historical businesses will now be represented by one Celanese name,” said Mark Rohr, chairman and CEO of the company.