Amerchol Corporation, a subsidiary of The Dow Chemical Company, launched a new family of high viscosity quaternized hydroxyethyl cellulose (HEC) conditioning polymers for personal care product applications. The polymers feature the addition of a small amount of hydrophobic substitution. According to company executives, SoftCat SL polymers benefit from hydrophobic character to deliver superior conditioning performance in comparative evaluations with PQ-10 and cationic guar in shampoos. Objective quantitative lab methods and subjective panel evaluations indicate improved wet and dry combability, enhanced wet and dry feel and increased silicone deposition in two-in-one formulations. The new polymers will be marketed under the trademark SoftCat SL and are offered in four grades with varying degrees of hydrophobic substitution and slightly different viscosities. More info: www.amerchol.com.