Benjamin Moore Launches New Product

Benjamin Moore & Company (Montvale, N.J.) announced the introduction of Advance, an alkyd-based interior paint built on the company’s Gennex water-borne colorant system.

Carl Minchew, director of product development, said the product is “truly an alkyd, not a hybrid,” adding that the paint delivers the performance properties expected of an oil-based product, but with characteristics common to latex.

“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,” Minchew said.

The company says the product’s alkyd formulation is of a “mineral” type rather than derived from petroleum, facilitating the water dispersion of the tints. The tints are VOC-free, contributing to the low VOC content of the coating formulation regardless of color.

Alkyd paints have continued to maintain a following as finishes for trim, doors, furniture wainscoting, chair rails, base moldings, and cabinetry, but the company says the new product also is likely to see use as a wall paint, with a flat sheen and primer to be added to a lineup that initially includes satin and high-gloss versions. Application characteristics include superior flow and leveling, and the company says the paint will retain whiteness longer than conventional alkyds. It is reported to dry to a hard, durable surface offering long-term durability.

The product is available in quarts and gallons, with primer and flat versions also to be offered in a 5-gallon capacity.