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Benjamin Moore Unveils Its Aura
05/14/2008 Photo: Benjamin Moore
Three years in development, Aura is a 100% acrylic interior super premium paint featuring Benjamin Moore’s patent-pending Color Lock® technology partnered with a waterborne colorant system. Together, they yield a paint product that delivers unprecedented performance and meets the toughest VOC rules in the country. Simply put, Benjamin Moore has created the world’s most advanced interior finish — the first major innovation in coatings since the introduction of latex paint in the 1950s.
ColorLock is the key to Aura’s remarkable characteristics. This cutting-edge technology literally locks in the color, enabling Aura to cover most surfaces in a single coat. Self-priming, never more than two coats are required, no matter the color, no matter the room. In standard paint, color pigment is only loosely held by the binding agent, resulting in a loose film and the potential for color to rub off. With ColorLock technology, the waterborne colorant actually embeds itself in the binding agent, locking the color pigments to the paint film, eliminating color rub off. Aura is designed to withstand life — offering unrivaled durability, washability and stain, water, and color-fade resistance.
“Not all paint is created equal,” commented Carl Minchew, Director of Color Technology for Benjamin Moore. “Aura is simply the finest paint Benjamin Moore has ever made. Since 1883, this company has driven industry innovation to create the best products for our customers. Aura is the next generation of paint, formulated to provide the highest quality finish for those who demand only the best in their interior spaces.”
Additionally, the impact ColorLock technology uniquely brings improved application properties to Aura.. The flow and leveling are superior. It is spatter-free and creates the smoothest possible finish. Aura also has incredible, seamless touch-up traits: when applied as a “touch-up” or for “cutting in” corners, edges or ceilings, it completely integrates into the existing Aura paint film, creating an even, smooth layer of color — with no brush or roller marks.
“With Aura, Benjamin Moore has eliminated the problem of colorant inhibiting the performance of paint,” Minchew added. “For the first time, the two are designed to work together flawlessly, reinforcing performance and delivering exceptional results.”
An Environmental Milestone…
It’s rare to find an ultra performance product that also is eco-friendly, but Aura qualifies for this distinction and is a triumphant continuation of Benjamin Moore’s longstanding commitment to develop and manufacture products with a minimal adverse impact on our planet. Aura’s very low volatile organic compound (VOC) formulation — under 50 grams per liter — exceeds the country’s strictest VOC regulatory requirements without compromising on quality. And by creating an entirely new waterborne colorant system, Benjamin Moore ensures that no additional VOCs are introduced into the product when colorant is added. This achievement has earned Aura GREENGUARD® certification awarded by The GREENGUARD® Environmental Institute, an independent, non-profit organization that has helped in the establishment of acceptable standards for indoor products and testing protocols.
Additionally, since its initial launch over the past year, Aura has received several other honors, including “Best of What’s New” for 2007 from Popular Science. Aura was among 100 innovations cited by the magazine.
Availability
The progressive rollout of Aura, which began on the West Coast a little over a year ago, has been completed and it now is available nationwide from more than 1200 Benjamin Moore® retailers who have reconfigured their stores to take on the new water-based system required for adding the colorant to Aura. While all of the company’s 3,300 colors can be produced in Aura, an additional 144 hues also are available, featured in the new Affinity™ Color Collection that was developed in tandem with Aura.
Aura is sold in one-quart and one-gallon containers; in matte, eggshell and satin finishes. The manufacturer’s suggested retail price is $54.95 per gallon. Additionally, two-ounce Color Samples of Aura currently are available in the 144 Affinity Colors. An exterior version of Aura is expected this spring.
www.benjaminmoore.com
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