"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