Qualified Remodeler Magazine

JUN 2017

Qualified Remodeler helps independent remodeling firms to survive, become more professional and more profitable by providing must-have business information, namely best business practices, new product information and timely design ideas.

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Page 40 of 60

"It is our workhorse product," Burroughs notes. "It is a product we brought back into the lab to make it even better. We were fo- cused on making a product that had good adhesion and excellent dirt- and mildew-re- sistance. And in our testing and validation, we do field tests with our contractors. We find it really important in launching new products to get buy-in from the professionals." Benjamin Moore's Vice President of Brand and Product Strategy Chris Connelly cites similar enhancements to its exterior product line to make colors more durable in an age of water-based exterior paints. "Typical col- orants are glycol and oil, and oil and water don't mix," Connelly explains. "Our new col- orants are designed to work with the paint. It is a water-based system that goes with a water-based system." Connelly notes the company's new colorant system obviates the need for chemicals that are commonly connected to the filmy haze of surfactant leaching. "Our new colorant has a much reduced profile with those types of chemicals, so the longevity and aesthetic value is enhanced," Connelly says. Significantly, the colorant upgrade at Benjamin Moore straddles multiple product lines. "It sits underneath our entire system," Connelly notes. "It is in Arborcoat stains and our Aura exterior paints. It is the bedrock BENJAMIN MOORE'S newest launch is Century, which offers depth to rich colors along with a distinct tactile dimension. Stains and decking coatings are in demand. The Arborcoat line from BENJAMIN MOORE expands to target specific solutions. Circle 6 on inquiry card 40 June 2017 QR QualifiedRemodeler.com PRODUCT TRENDS: Paints & Coatings

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