Coatings World - May 2008

ICI’s Freshaire Choice Paint

teamed up and launched Freshaire Choice Paint in April. The paint is free of VOCs and available in 66 colors. The Freshaire Choice Paint is the first residential, tinted paint product to be GreenGuard Indoor Air Quality Certified and the only paint to be awarded certification for children and schools, according to the company, by the GreenGuard Environmental Institute (GEI).

Freshaire Choice Paint uses the ColorFresh delivery system to

ensure uniform color and mixes a new zero VOC paint with a new zero VOC tinting system.

To help consumers identify its green coatings, Sherwin-Williams has introduced the GreenSure designation for its environmentally friendly products. Duration Home and Harmony carry the GreenSure logo and both have earned the Good Housekeeping Seal of Approval.

Elan is a new low odor and low VOC formulation from Valspar. The 100% acrylic latex enamel utilizes the latest ceramic technology and is meant for interior wall, trim and ceiling surfaces.

Three years in development, Benjamin Moore unveiled Aura on the West Coast last year and completed the product’s nationwide roll-out earlier this year. A 100% acrylic interior, Aura features Benjamin Moore’s patent-pending ColorLock technology partnered with a waterborne colorant system. ColorLock technology locks in the color, enabling Aura to cover most surfaces

Benjamin Moore’s Aura

in a single coat, according to the company. Aura is also now available in an exterior edition.

By creating a waterborne colorant system, Benjamin Moore says that no additional VOCs are introduced into the product when colorant is added. Aura is GreenGuard certified and was included in the “Best of What’s New” for 2007 from Popular Science. CW