Lubrizol`s FixateTM Design Polymer for Ultimate Hair Mousse Formulation Flexibility

CLEVELAND, March 16, 2012 - The Lubrizol Corporation`s personal and home care business introduces FixateTM Design polymer (INCI: Polyacrylate-32) for ultimate formulation flexibility for clean, lustrous, long-lasting volume and hold in hair styling applications. The versatility of Fixate Design polymer provides formulators with creative options and degrees of freedom while maintaining superior performance in mousses, curling creams and sprays and a wide variety of other hair styling applications.

Fixate Design polymer is an anionic, multi-functional film-forming polymer that delivers excellent superior performance in hair styling applications and offers excellent formulation flexibility. When used in styling applications, Fixate Design polymer delivers high humidity resistance, tailored hold, exceptional shine, little to no flaking, enhanced volume and distinctive sensory.

Key formulation benefits of Fixate Design polymer: Enables enhanced style creation, volume and curl definition Provides excellent resistance to high humidity Delivers a clean, light wet feel and desirable dry feel Provides effective frizz control for smoother, silkier-looking hair Removes easily with shampoo Has a low viscosity response to neutralization and dosing concentration Is an efficient, easy-to-use liquid

To learn more about Fixate Design polymer, visit http://www.lubrizol.com/personalcare

About The Lubrizol Corporation

The Lubrizol Corporation, a Berkshire Hathaway company, is an innovative specialty chemical company that produces and supplies technologies to customers in the global transportation, industrial and consumer markets. These technologies include lubricant additives for engine oils, other transportation-related fluids and industrial lubricants, as well as fuel additives for gasoline and diesel fuel. In addition, Lubrizol makes ingredients and additives for personal care products and pharmaceuticals; specialty materials, including plastics technology and performance coatings in the form of specialty resins and additives. Lubrizol`s industry-leading technologies in additives, ingredients and compounds enhance the quality, performance and value of customers` products, while reducing their environmental impact.

With headquarters in Wickliffe, Ohio, The Lubrizol Corporation owns and operates manufacturing facilities in 17 countries, as well as sales and technical offices around the world. Founded in 1928, Lubrizol has approximately 7,000 employees worldwide. Revenues for 2011 were $6.1billion. For more information, visit http://www.lubrizol.com.

Media Contact Amy Dolzine 216-447-6117 Web Site: http://www.lubrizol.com/personalcare

The owner of this announcement warrants that: (i) the releases contained herein are protected by copyright and other applicable laws; and (ii) they are solely responsible for the content, accuracy and originality of the information contained therein.

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Lubrizol's New Fixate Design Polymer for Ultimate Hair Mousse Formulation Flexibility