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A plasticizer is a material added to make a material softer and more elastic, increase its plasticity, reduce its viscosity, and/or reduce friction during manufacture. Plasticizers are often added to polymers such as plastics and rubbers to facilitate the processing of raw materials during production or to meet end product requirement. For example, plasticizers are often added to polyvinyl chloride (PVC) that would otherwise be hard and brittle, making it soft and pliable; This makes it suitable for basic materials such as bath mats, vinyl flooring, clothing, bags, plastic tubing and metal insulation/cladding.
Plasticizer is also often added to the formulation to facilitate placement and flow, thereby reducing the water content. Likewise, they are often added to clay, plaster, rocket fuel and other putties before shaping.