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Merck KGaA Unifies Brand Structure



Published September 9, 2005
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The pigments division of Merck KGaA, Darmstadt, Germany, has developed a uniform design for its complex product and brand structure and reworked the brand architecture.
    
From now on, the pearl luster pigments, which up to now have been distributed in the U.S. and Canada under the brand name Afflair, will carry the same Iriodin brand name as in all other countries.
    
Merck’s laser sensitive pigments, which were previously offered under the brand name Iriodin LS, are now carried in the product program as Lazerflair pigments. The heat reflecting pigment types, formerly known as Iriodin SHR pigments, are now being marketed worldwide under the brand name Solarflair. With these name changes, the Iriodin pearl luster pigment product family is once again homogenous since it now encompasses exclusively decorative pearl luster pigments.
    
As of January 1, 2003, the U.S. subsidiary of Merck KGaA, Darmstadt has changed its corporate name to EMD Chemicals Inc.


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