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Benjamin Moore Advances In Technology With Creation Of Advance® Waterborne Interior Alkyd

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(MONTVALE, NJ - 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 colorant system that moves the needle well past what others in the category offer on the innovation dial.

"Advance is truly a new type of alkyd," said Carl Minchew, director of product development for Benjamin Moore, who explained that the new product delivers all of the performance virtues demanded of traditional alkyd-based paint, yet offers the easy cleanup characteristic of latex paints. "It's practically an oxymoron that defies easy categorization and it 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 technology in so many ways. The plant-based alkyd formulation of Advance is specially engineered to incorporate Benjamin Moore's waterborne Gennex tints. One of the tremendous advantages of these proprietary colorants is that they are totally VOC-free, so Advance is authentically low-VOC even after the tint is added, and regardless of the color choice, which numbers more than 3,300. Custom color matching also is available.

Advance is ideal for trims, doors, furniture, wainscoting, chair rails, base moldings and cabinetry. The application is easy, with excellent flow and leveling traits. Plus, 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 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 high gloss, satin and primer, with semi-gloss soon to be added. It's offered in quarts, gallons; MSRP: $44.99 per gallon.

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®, an über-performance low-VOC paint; Natura®, the true zero-VOC interior paint, remaining zero after tinting in any color, any sheen; and EcoSpec® zero-VOC paint for commercial interiors. The J.D. Power & Associates 2011 Interior Paint Satisfaction Study ranked Benjamin Moore highest in consumer satisfaction. What's more, the Benjamin Moore color offering of 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.

Press Contacts

Kimberlee Bradshaw
Director of Corporate Communications
Benjamin Moore & Co.


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