As seen in Textile Intelligence ~ February 2007
When Huntsman bought Ciba Textile Effects last July the firm saw this investment as a means
of getter closer to the consumer.
The $13 billion chemical companywas eager to shift from a commodities to a specialty market and the Huntsman executives brought not only financial backing but enthusiasm for textile innovation to the bargaining table as well.“ We’re excited about this,” states Craig White, marketing head for apparel, whomade the move with Ciba to Huntsman.

The U.S. regional office of Huntsman is located in High Point, NC. The company’s worldwide headquarters is based in Salt LakeCity, UT with an Asia regional office located in Guangzhou, China.While the acquisition made sense internally, the newly formed company realized afresh corporate identity for the outside world was required. A brand architecture needed to be engineered and executives at the new business spent the next few months pulling together a marketing effort that offered a consistent message.The result is “High IQ.” A new portfolio of active finishes, the High IQ line will makea U.S. debut at the upcoming MAGIC show. The “I” represents innovation and the “Q”stands for quality in the High IQ name.A soft launch of the line occurred in Fall ’06 at the Paris Premiere Vision. But a newfinish has just been added to the line that is targeted at the active arena.Called Active Comfort, the new textile finish wicks moisture from the inside of the garment.In fact, the moisture management occurs so quickly that the wetness never evenappears on the outside of the apparel. So that if, for example, a tennis player is wearinga shirt made with Active Comfort, perspiration will not show through the material.“ There is both a performance and an aesthetic property,” explains White.
Other finishes in the High IQ portfolio include sun protection, freshness, color fastness,easy care plus and cool comfort. The products will be supported with hang tags to help build brand awareness among consumers.“ We bring the ability to deliver innovation with quality,” says White. “We don’t justpick a chemistry off the shelf. But rather we are very involved in the R&D from inspiration through the final development.”“I hear from retailers all the time asking, ‘What’s next?’” continues White. “We want to keep coming out with new, innovative technology.”Now that the marketing plan is in place and the branding consistent, Huntsmanlooks to grow the High IQ portfolio with new technologies. “I expect to have a pipeline
full of new products in place,” says White. — E.Walzer