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Good Housekeeping Adds Paint and Coatings Category to the Green Good Housekeeping Seal and Announces Benjamin Moore Natura® as First Seal-Holder in its Category

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Continuing Its History of Consumer Advocacy, Good Housekeeping Gives Readers Trusted Direction and Recommendations for Living a Greener Lifestyle

NEW YORK (May 1, 2012) — Consumers have looked to Good Housekeeping for trusted advice for more than 125 years, as the magazine has crusaded for food, water and toy safety, evaluated claims and warned readers about manufacturer deceptions. In 2009, the magazine introduced the Green Good Housekeeping Seal (GGHS), an environmental overlay to the brand's primary Seal, to help consumers choose products that are exercising environmental responsibility on a wide range of criteria.

For more than three years, the scientists and engineers at the Good Housekeeping Research Institute, the magazine's state-of-the-art product testing laboratory, have worked with Brown & Wilmanns Environmental, one of the nation's leading green consultants, as well as an Environmental Advisory Board, to develop criteria for the Green Good Housekeeping Seal, and established the Beauty and Personal Care Products, Cleaning Products, Appliances and Electronic Products, and Paper Good Products categories.

Today, the magazine announced the first product to earn the Green Good Housekeeping Seal in its Paint and Coatings category, Benjamin Moore Natura in flat, eggshell and semi-gloss finishes.

Benjamin Moore Natura is a water-based line of zero-VOC (volatile organic compound) paints for interior use. Natura® paints are virtually odorless, spatter resistant and have good washability performance, and the colorants that are added at the time of purchase are water-based, providing a full range of colors without adding VOCs. In the Good Housekeeping Research Institute's environmental evaluations, the product scored particularly well in reduction of energy use and waste production in the manufacturing process, as well as for the innovative development of a tinted product with zero VOCs, and the company's commitment to improving distribution practices.

Before being considered for the GGHS, a product must pass the Good Housekeeping Research Institute's evaluations for the primary Good Housekeeping Seal, which evaluates claims and measures efficacy to ensure it performs as promised, and also represents a limited two-year warranty. If the product proves to be defective within two years of purchase, Good Housekeeping will replace the item or refund the purchase price to the consumer. Only then is it reviewed using comprehensive environmental criteria, including ingredient safety and potential toxicity, the reduction of water use in manufacturing, energy efficiency in manufacturing and product use, packaging reduction, and the brand's corporate social responsibility.

"The Green Good Housekeeping Seal was designed to set a mainstream bar for consumers who wish to live an environmentally-responsible lifestyle and buy products that are healthy for their families and the planet," said Miriam Arond, director of the Good Housekeeping Research Institute. "We are pleased to introduce the new Paint and Coatings category and to recognize a product that's making significant efforts in the right direction."

"For generations, Americans have relied upon the Good Housekeeping Research Institute to fully examine and put everyday household products to the test, and ensure for the public that they deliver on their promises," said Denis Abrams, president and CEO of Benjamin Moore. "The Institute's credibility is inscrutable, and our company is proud that Natura not only passed the muster on performance, but also on its green promise to be a better product for the well-being of our planet."

For more information about the Green Good Housekeeping Seal and to view a summary of the application, please visit:

About Good Housekeeping

Founded in 1885, Good Housekeeping magazine ( reaches nearly 25 million readers each month. In addition to the print title, there is the Good Housekeeping Research Institute, the consumer product evaluation laboratory of Good Housekeeping magazine. Founded in 1900 and continuing today with the same mission, the Research Institute is dedicated to improving the lives of consumers and their families through education and product evaluation. Only products evaluated by the Good Housekeeping Research Institute can be accepted for advertising in the magazine, and thereby become eligible to display the Good Housekeeping Seal, the hallmark that provides assurance to readers that the products advertised in the magazine are backed by a two-year limited warranty against being defective, with specified exceptions.

In 2009, the Green Good Housekeeping Seal was introduced as an environmental overlay to the primary Seal. It offers consumers guidance to help them choose products that are exercising environmental responsibility on a wide range of criteria. Readers can also interact with the brand on the digital front, with Good Housekeeping mobile (, at and through its GH@Home iPhone app. In addition to its U.S. flagship, Good Housekeeping publishes 10 editions around the world. Good Housekeeping is published by Hearst Magazines, a unit of Hearst Corporation (, the largest publisher of monthly magazines in the U.S. (ABC 2011) and reaches 87 million adults (Spring 2011 MRI). Follow Good Housekeeping on Twitter at @goodhousemag. And the Good Housekeeping Research Institute @GHRI.

About Benjamin Moore

Benjamin Moore & Co., a Berkshire Hathaway company, was founded in 1883. One of the country's leading manufacturers of premium quality residential, commercial and industrial maintenance paints and other coatings, its products are distributed via a network of independent paint and decorating retailers throughout North America. 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 paint formulations possible. Its portfolio of Green Promise® products continues to grow and includes Aura®, its über-performance low-VOC paint; Natura®, the true zero-VOC interior paint, remaining zero after tinting in any color, any sheen; and EcoSpec® WB zero-VOC paint for commercial interiors. The J.D. Power & Associates 2012 Interior Paint Satisfaction Study ranked Benjamin Moore highest in consumer satisfaction; it's the second consecutive year the company received this rating. What's more, the Benjamin Moore color offering of more than 3,300 hues is unrivaled, but any custom color choice can be matched, as was recently done for the White House Oval Office ceiling and trims. The only assurance of getting an authentic Benjamin Moore color is using Benjamin Moore paint, since the colorants and resins are proprietary and formulated with the company's own patented waterborne technologies. And, authentic Benjamin Moore colors are available exclusively from Benjamin Moore retailers.

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