Archive for September, 2010

New From Benjamin Moore… Advance!

Advance2advance logoBenjamin Moores’ newest coating is something so advanced that the only possible name they could have given it, is ADVANCE.

 On first glance one would think this could not possibly be an Alkyd based paint… environmentally friendly, soap and water clean-up, quick dry times. But than when a person looks to the qualities and properties of the paint they find easy application, remarkable leveling properties with exceptional flow, unsurpassed adhesion qualities and a product that dries to a hard, durable surface enabling many years of worry free beauty.

 So what is Advance? Advance is truly an Alkyd, not a hybrid, says Carl Minchew, director of product development for Benjamin Moore. The key to the product is the mineral formulation as opposed to the previous industry standard of deriving the resins from petrochemicals. As a result of that innovation, Benjamin Moore developed an Alkyd mineral based product that can be tinted with its proprietary Gennex waterborne colourants, which are VOC-free, preserving the low-VOC content of the coating formulation regardless of the colour.

What this gives the consumer is another choice when it comes to durability. Traditionally alkyd paints were only used for trim, doors, cabinetry, furniture, etc. however with Advance, it is most likely to win favour as a wall finish, due to the available flat finish that will stand up to repeated washings with remarkable touch up qualities.

Advance is truly another giant leap forward in the coatings industry. Now available at your local Benjamin Moore!