(TORONTO, ON - JUNE, 2010) - The newest coating from Benjamin Moore is called Advance™ and with good reason: This is an alkyd-based interior paint powered by the brand's Gennex waterborne colourant system that moves the needle well past what others in the category offer on the innovation dial.
"Advance is truly an alkyd, not a hybrid," said Carl Minchew, director of product development for Benjamin Moore, who explained that the new product delivers all of the performance virtues demanded of an oil-based paint, yet has other characteristics common to latex. "It's practically an oxymoron that defies belief and is definitely history-making. Advance cleans up with soap and water and is as green as they come, with a low-VOC content of less than 50 grams per liter, well below the 250 to 500 count for most other alkyds, and with significantly reduced odor."
Advance reflects Benjamin Moore's advance on the technology in so many ways. A mineral versus petroleum formulation of the alkyd is one of the key differentiators between Advance and the acrylic-based hybrids. It is the mineral-based formulation that enables the water dispersion of the Benjamin Moore tints. And, of course, one of the tremendous advantages of the Benjamin Moore Gennex tints is that they are totally VOC-free, so Advance is authentically low-VOC even after the colourant is added, and regardless the colour choice, which numbers more than 1,800. Custom colour matching also is available.
Though alkyd paint typically is preferred for trims, doors, furniture wainscoting, chair rails, base moldings and cabinetry, Advance will likely win favour as a wall paint, as well, with a flat sheen and primer soon to be added to a range that initially includes pearl and high gloss. The application is easy, with excellent flow and leveling traits. Advance will stay whiter longer than conventional alkyds, and it dries to a hard, durable surface promising years of beauty.
"Advance is a painting contractor's dream come true when it comes to alkyds," said Minchew. "It's also epitomizes Benjamin Moore's unceasing dedication to develop paints and coatings that are responsive to the market's evolving needs while preserving the well-being of our environment."
Advance is available in quarts and gallons; primer and flat also will be offered in a five-gallon capacity. MSRP, $59.99 per gallon.
About Benjamin Moore
Benjamin Moore & Co., a Berkshire Hathaway company, was founded in 1883 and established its Canadian operations in 1906. One of North America's leading manufacturers of premium quality residential, commercial and industrial maintenance paints and coatings, its products are distributed through a network of independent paint and decorating retailers. Benjamin Moore has been a longstanding steward of the environment with a relentless commitment to sustainable manufacturing practices plus the ongoing development of the most eco-responsible formulations possible. Its portfolio of Green Promise products continues to grow and includes Aura, über-performance low-VOC paint; EcoSpec Zero-VOC Paint for commercial interiors; and, new in 2009, Natura Zero-VOC Interior Paint. In June 2009, Benjamin Moore was named by a
study Canada's most trusted paint brand.