Celanese is The chemistry inside innovation™ – a Brand Delivering Value Through Collaboration, Technology and Solutions

Tue, October 1 2013

DALLAS, SHANGHAI & FRANKFURT, Germany--(BUSINESS WIRE)-- As customer needs diversify – and the complexity of their solutions increase – identifying the right partners and the right solutions can be the difference between product success or failure.

Recognizing this need, Celanese, a global technology and specialty materials company, is simplifying its brand architecture to capture in a single brand the full suite of Celanese technology, resources, products and solutions. This change moves Celanese toward achieving its vision of becoming the first-choice chemistry solution source for its customers.

“Our vision represents Celanese’s depth and breadth of industry and chemistry knowledge, the capabilities to innovate for our customers, the dedication to creating value, and a commitment to partnerships to help our customers succeed,” said Mark Rohr, Chairman and Chief Executive Officer. “We believe the phrase that best describes Celanese is ‘The chemistry inside innovation™’.”

Becoming ‘One Celanese’

There are several changes Celanese is making to support this vision and to communicate its value proposition to customers. Beginning today, Celanese is launching a unified brand that represents the company’s multiple businesses and capabilities.

Historically, Celanese was represented by separate businesses, including: Acetate Products, Acetyl Intermediates, Advanced Fuel Technologies, Clarifoil, Emulsion Polymers, EVA Performance Polymers, Nutrinova, and Ticona Engineering Polymers. Each of these names will fade and be replaced by Celanese.

“Going forward, everyone in Celanese, our world-class products, our process technologies and solutions from historical businesses will now be represented by one Celanese name,” said Rohr.

Some of these products, solutions and technologies include:

  • cellulose derivatives such as Clarifoil® and CelFX® matrix technology;
  • emulsion polymers including EcoVAE®, TruModa® and Vinamul®;
  • engineered materials such as Hostaform® / Celcon® POM, GUR® UHMW-PE and Celstran® LFRT;
  • EVA (ethylene vinyl acetate) polymer products including Ateva® and VitalDose®;
  • food ingredients including Sunett® and the Qorus® sweetener system; and
  • intermediate chemistry products and technologies such as AOPlus®, VAntagePlus® and TCX® Technology.

“The new Celanese brand reinforces the power of our global organization. The brand also speaks to our unwavering focus on the safety of our people, plants and products; our commitment to operations excellence; and the strength of Celanese’s talented employees who collaborate with our customers to develop fresh solutions that solve their most critical needs,” said Rohr.

To view elements of the new Celanese brand, including the new Celanese logo, company video and brochure, go to: www.celanese.com/TheChemistryInsideInnovation.

Introducing the new Celanese brand at K 2013

Celanese and its products and solutions will be showcased at the flagship plastics and rubber industry event, K 2013, in Dusseldorf, Germany, Oct. 16-23.

“K 2013 is an opportunity to demonstrate our ability to be the first-choice chemistry solution source for our customers,” said Rohr. “We look forward to celebrating our brand launch and sharing the full breadth of our chemistry, technology and global business expertise at K 2013.”

To experience the new Celanese brand at K 2013, including the Celanese K 2013 website and booth, visit:

www.celanese.com/Tradeshows/K-Trade-Fair-2013.aspx <or>


About Celanese

Celanese Corporation (NYSE: CE) is a global technology leader in the production of differentiated chemistry solutions and specialty materials used in most major industries and consumer applications. With sales almost equally divided between North America, Europe and Asia, the company uses the full breadth of its global chemistry, technology and business expertise to create value for customers and the corporation. Celanese partners with customers to solve their most critical needs while making a positive impact on its communities and the world. Based in Dallas, Texas, Celanese employs approximately 7,600 employees worldwide and had 2012 net sales of $6.4 billion. For more information about Celanese Corporation and its product offerings, visit www.celanese.com or our blog at www.celaneseblog.com.

Celanese® is a registered trademark of Celanese International Corporation. All products referenced are trademarks or registered trademarks of Celanese International Corporation.

“The chemistry inside innovation™” is a trademark of Celanese International Corporation.

Celanese Corporation:
Investor Relations
Jon Puckett, +1 972-443-4965
Media Relations - Global
W. Travis Jacobsen, +1 972-443-3750
Media Relations Asia (Shanghai)
Phoebe Li, +86(21)3861 9210
Media Relations Europe (Germany)
Jens Kurth, +49(0)69 45009 1574

Source: Celanese Corporation