A simplified industrial lineup makes selecting a product easier for users of Houston-based Shell Lubricants’ goods. The chemical maker has launched an improved portfolio of industrial and transmission lubricants and greases. The result of a three-year process, the restructured portfolio will help customers select the appropriate level of protection for their equipment with greater ease, according to Shell.

“Research into the way our customers choose and use lubricants revealed that they often find the array of choices confusing and complex,” says Craig Schneider, vice president of marketing for North America. “With this in mind, we have redesigned our range of industrial lubricants, removing products with overlapping applications, or whose technology had been replaced by more advanced formulas, while improving choice by selectively adding specialty and synthetic products.”

The portfolio is based around four tiers - entry, mainline, premium and advanced - each offering increasingly efficient levels of protection. Products on the highest tier, advanced, often use synthetic technology, according to Shell. Each brand and product category is structured according to the tiers. Old-to-new conversion tools accompany the portfolio to help long-time Shell industrial lubricant users make the transition. The redesigned portfolio will show new packaging labels and product guides to aid selection using color coding and visual icons. The changes also are designed to reduce the chance of misapplication in the factory. For further information, visit www.shell.com/lubricants.