Coatings World - February 2013

Benjamin Moore. “Homeowners take pride in their homes in-
cluding outdoor spaces. Many use their decks for parties and
gatherings. Homeowners are maintaining and staining their tra-
ditional wood decks to give them a new look.”
The Thompson’s Water Seal brand focuses primarily on ex-
isting homeowners, providing products to help them beautify
and protect their exterior wood. “One noteworthy market is
first-time homeowners entering the market, and the need to help
educate and support them in their projects,” said Kozlowski.
“Research indicates many of these first-time homebuyers desire
a great outdoor space for their families.

“According to a study called Millennials At Home,
Millennials (people born between 1980-2000) may outnumber
their Boomer parents,” Kozlowski continued. “It’s a market
of approximately 80 million Americans. Almost half of this
market is in the “home initiation” phase and the rest will en-
ter that phase over the next 15 years. Millennials think a lot
about their homes and gather significant amounts of informa-
tion prior to any major or minor investment. They consistently
mention customized landscaping when describing their dream
homes, and one recurring theme in their vision is the concept
of the outdoors. Millennials believe that kids need space, na-
ture and a big back yard. Many new homeowners want to
decorate their outdoor spaces in more original and less tradi-
tional ways, and this should only fuel the desire
for more color options in deck coatings. Retailers
who can provide expert how-to support can find
great sales opportunities for deck care products
with these new homebuyers.”
The most current Thompson’s Water Seal
consumer attitude and usage research shows
that there are two factors that tie as “most im-
portant” in consumers’ minds. “They are that
the product is long-lasting and that it protects
against water damage,” said Kozlowski. “The
third-most important factor was that it was easy
to use. More than 90% of consumers rank those
three as important attributes. The foundation of
the Thompson’s Water Seal brand is waterproof-
ing protection, and all of our coatings deliver su-
perior, proven waterproofing power. Independent
tests prove that our Thompson’s Water Seal
Advanced line is number one against water dam-
age, along with the convenience of application
to damp wood so you can clean and treat your
deck in the same day. Consumers who want more
color for their exterior wood can get rich, beauti-
ful color plus powerful waterproofing protection
from Thompson’s Water Seal Deck and House
stains.”
According to Wilgen, customers are expecting
quicker dry times and easier application. “For the professional,
a quicker dry time provides their client with a faster return to
service,” added Wilgen. “Products must also be compliant with
increasing regulations while delivering enhanced performance.

To align with these
expectations, Rust-
Oleum is focused
on the development
of new innovative
technology.”
“The one thing
that every one of our
customers expects
is beautiful results,
whether they are
undertaking their
first wood staining
or finishing project
or have completed
countless projects,”
said Ferrara. “Many
of our customers
enjoy the traditional
process of prepping, staining and protecting their projects,
achieving a gorgeous, durable finish what will last through
many generations.”
For those projects, Minwax offers products like its Wood
Finish stains and Minwax Fast-Drying Polyurethane. Another
popular staining option is Minwax Gel Stain, fea-
turing a non-drip formula that is useful for verti-
cal surfaces.

“Of course, there are also plenty of custom-
ers who are either just starting out with wood
staining and finishing, or perhaps have just a
few projects under their tool belts,” continued
Ferrara. “They still want beautiful results, but
they are also concerned with ease of use. Many
of those DIYers are looking for fast drying time,
low odor, and easy soap-and-water cleanup.
In that case, we’d direct them to our line of
Minwax Water Based Wood Stains, with more
than 50 colors to choose from – both wood
tones and designer colors. Minwax Express
Color Wiping Stain and Finish is a one-step
product packaged in an easy to use tube. Apply
it to bare wood with a soft, clean cloth, wiping
away any excess in the direction of the wood
grain, and the project is complete. For an even
deeper color and sheen, wait an hour and then
wipe on another coat. Let dry overnight, and
the piece is ready for use. It is available in eight
colors – four popular wood tones plus four de-
signer colors.”
Minwax has taken its PolyShades one-step
stain and polyurethane – and made it easier to
use by putting it in a convenient aerosol spray can. It is
available in Pecan, American Walnut, Classic Oak, Mission
Oak and Classic Black, in both gloss and satin sheens.