Word: alkylate
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Dates: during 1940-1949
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...time he was made president of Pepsodent in 1943 (at $100,000 a year plus bonuses), Luckman had boosted the company's annual gross profit before taxes from $600,000 to nearly $3,000,000. He plugged one thing, Irium (patented name for sodium alkyl sulphate, a cleaning agent), picked the right man to help do it. The man: Bob Hope. Luckman spotted him in a Broadway musical, offered to sponsor him on the air if he would tone down his smart-alecky manner. Hope refused. But after he had flopped with another sponsor, he meekly went back...
...Irium is the trade name for the cleansing agent sodium alkyl sulphate...
...product was too costly to compete with that age-old detergent, soap. During World War I, when fats for soapmaking were scarce, German chemists again tried in earnest to concoct soapless soaps. Real success did not come until after the war, when they developed the sodium alkyl sulfates. Production of these substances was not practical until the 1930s, after techniques were developed which could convert fats to fatty alcohols under pressures of 10,000 to 15,000 lb. per sq. in.-100 times the pressures which were once tops in industry...