Coatings World - March 2014

Benjamin Moore & Co. has launched its newest product, Benjamin Moore Natura Renew, the first premium, bio-renewable paint with zero emissions. Natura Renew is highly durable and plant-based, the first of an entirely new class of innovative, eco-friendly paint, the company reported. Natura Renew is now available at Benjamin Moore retailers in the Pacific Northwest and will roll out nationwide later in 2014. Through Natura Renew, Benjamin Moore is catering to consumers in the growing LOHAS (Lifestyles of Health and Sustainability) U.S. market, which includes goods and services related to the environment, health, social justice and sustainable living.

According to Benjamin Moore, this market is estimated to be $290 billion, of which $100 billion is spent on green building. Research shows that one in four adult Americans is part of this group, making it ripe for innovative products and consumer goods.

“Benjamin Moore is excited to con-
tinue our history of pioneering products
with this launch of the first-ever, pre-
mium paint product made with bio-re-
newable materials and zero emissions,”
said Mike Searles, president and CEO of
Benjamin Moore & Co. “The size and
growth of this market shows that green-
er, more sustainable products matter to
consumers, interior designers and archi-
tects. With Natura Renew, we’re able
to offer these discerning customers an
authentically sustainable paint without
compromising performance, color and
durability. This sort of breakthrough in-
novation, delivered through our network
of independent dealers, is the hallmark
of Benjamin Moore.”
Natura Renew, which contains up to
40 percent bio-renewable materials, is an
extension of Natura, Benjamin Moore’s
most sustainable and eco-friendly paint.
Natura Renew delivers zero emissions,
offers easy application and is both du-
rable and washable for a long-lasting
finish. Available in thousands of colors
with an eggshell and semi-gloss finish, it
was developed in partnership with DSM,
a global leader in sustainability and bio-
renewable science. Natura Renew is the
first product to market with a low odor,
zero emission paint made with plant-
based renewable ingredients.

Henkel Launches Loctite
Safe Coat Anti-Corrosion
Coating in India

Henkel recently launched Loctite Safe Coat, an anti-corrosion coating for the agricultural sector in India. Henkel said that it launched Loctite Safe Coat to address the problem of corrosion of the rotors of submersible pumps used for water irrigation, harnessing the opportunity to offer an easy-to-use anti-corrosion coating that offers twice the service lifetime of any competitor solution. This low viscosity, solvent-based coating is ideal for spraying with a conventional air spray gun at a low pressure of 1-2 bar.

The coating also provides a pinhole-free, ultra-smooth and glossy finish with a short cure cycle, significantly improving the surface and reducing the friction that causes “boundary drag”. Typical applications include submersible pump rotors, tube sheet resurfacing, condensers, cooling pump impellers, butterfly valves and cavitation pumps, line tanks and chutes, resurfacing and repair of rudders and pintle housings, and line chemical containment areas. This Henkel product offers the market both persuasive technical benefits and improved cost efficiency, making it a highly viable solution for many a potential user.

Sherwin-Williams Unveils
Loxon XP IR Reflective
Coating Offering Cooler
Interiors

Sherwin-Williams has launched Loxon
XP IR reflective coating. Loxon XP IR
Reflective Coating integrates concrete
and masonry protection with advanced
infrared technology that reflects solar rays
back into the atmosphere. The result is
lower exterior surface temperatures, less
heat gain, reduced building energy con-
sumption, cooler interior temperatures
and increased occupant comfort with an
attractive appearance that withstands the
elements, according to the company.

Because Loxon XP IR’s advanced infrared technology contains pigments that reflect ultraviolet (UV) rays back into the atmosphere, it helps reduce a building’s exterior surface temperature, especially if it’s exposed to constant sunlight. It also cools interiors, helping to reduce energy use.

Loxon XP IR provides the same high-build performance and outstanding protection as Loxon XP for concrete, cement composition panels, concrete block, brick and stucco. These high-build coatings provide a breathable, elastic finish that helps bridge hairline cracks and can be applied in one less coat compared to conventional masonry coatings, saving time and labor. They are tough enough to withstand wind-driven rain, heat, humidity and salt air, and resistant to high alkalinity, efflorescence, chalking and fading. In addition, Loxon XP IR and Loxon XP allow for quick application, durability and an attractive finish and may be applied to surfaces with a pH of up to 13.

Axalta Unveils TRT35B
Trailer Topcoat

Axalta Coating Systems recently launched TRT35B trailer topcoat. This new trailer topcoat is a black, single stage polyurethane enamel, targeted for the economy trailer industry. TRT35B is intended to offer users a robust combination of chip performance, sag resistance, hiding, and corrosion performance, when used in conjunction with an Axalta recommended primer layer, according to the company.