Word: sherwin
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Dates: during 1940-1949
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...dehydrated castor oil is a close chemical neighbor of tung oil, and, like tung oil, it yields a desirable, minutely wrinkled film when it dries. Some tung is produced in the U. S., but the vast bulk is still imported from the troubled Orient. Chemist John Carl Weaver of Sherwin-Williams Co. declared last week that dehydrated castor oil should help relieve the U. S. of dependence on foreign supplies not only of tung oil but of perilla and linseed oils as well...
...paint instead of wallpaper. Their difficulty was that housewives couldn't visualize from a color card what their walls and trim would look like after paint was on. With wallpaper they could take home sample books and see for themselves. To overcome this handicap, Cleveland's big Sherwin-Williams Co. launched an ambitious $250,000 project...
...replace the old color chart, its 236 color plates showed houses, living rooms, kitchens, bedrooms, etc. in coats of many colors. Each oversize plate was an extraordinarily clear and detailed color photograph of an actual paint job. With housewives able to see how colors look on wall and woodwork, Sherwin-Williams hoped to touch off a housepainting renaissance...