Word: estrone
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...language. Last week Variety lumped together some specimens. There is the deodorant fortified with TD-4, the Confectioners 10-X sugar, the toothpaste containing WD-9, the motor oil boasting an "active ingredient" called Z-7. Other fortifiers, pharmaceutical gimmicks and syllabic concoctions from Madison Avenue test tubes: Gardol, Estron, Lurex, Lumium, Vionate, Bio-Dyne, Rynosec and Purscent, Liquifix, Radionics. Opaque-Ion, Neo-Synephrine, Hydrolin, SLS, Theradan, Sarthionate and Thorexin...
...Rayon or Estron? The issue in one case was the word rayon, a word used for years to describe the synthetic fabrics made from a cellulose base, chiefly by the viscose process. In the last 15 years, manufacturers have popularized another fabric which also has a cellulose base (cellulose acetate) but which differs from cellulose viscose - it doesn't iron as well, but resists shrinking better. To keep customers from getting mixed up, the manufacturers thought it should have a distinguishing name. FTC argued that this would only confuse the public, insisted that both fabrics be labeled rayon...
Finally, last month, the American Society for Testing Materials (6,300 members representing producers, sellers, users) recommended a new name - estron - for the acetate fabric. FTC said nothing doing. Fed up, Tennessee Eastman Corp., No. 2 in the industry, last week announced that it would use the word estron anyway-and FTC could go to court about...
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