Exterior Architectural
Decorative Coatings
In these tough economic times, DIYers and contractors look
for exterior coatings that will offer money saving benefits.
BY KERRY PIANOFORTE
ASSOCIATE EDITOR
Manufacturers of exterior architectural coatings have had to deal with another tumultuous year. All indications are that demand for exterior architectural coatings has been stunted by the
ongoing economic recession and the resulting housing
crisis.
“By all means the economy has been a key factor in the
slowdown of coating sales at two levels. For one, fewer
contractors are being hired and fewer people are making
the decision to paint,” said Dana Autenrieth, director of
product marketing for Benjamin Moore.
In these tough economic times, the decision to undertake a costly project is not taken lightly. Both DIYers and
contractors want to be sure that they are getting the
most out of their purchase. However, exterior coatings
don’t just beautify a structure, they also protect it from
the elements.
“Pent up demand will emerge, certainly as we enter
2010,” said Autenrieth. “Unlike interior painting, which
is largely driven by color change, or a new life stage, exterior repaints are generally driven by need. At some point
the house just simply needs to be painted to be maintained properly or you risk permanent damage from the
elements.”
Benjamin Moore recently added Aura Exterior to its
product line. According to the company, one coat of Aura
goes on like two coats of traditional paint, dries faster
and delivers a smooth and durable finish. The high-build
properties of Aura yield a thicker coating that contributes to its extreme hide trait, offering time and cost
savings and often eliminates the need for primer or any
additional coats. It also means the paint helps to fill in
minor cracks, crevices and other substrate imperfections.
Aura Exterior utilizes Color Lock technology, which
encapsulates color pigment in the paint resin, which in
turn, maintains long-term color integrity. In addition,
Exterior coatings offer both aesthetic value and protection from
the elements.
