Close to a year after the company first announced the brand, ICI Paints has launched This Old House paint, a premium. The paint technology features SmoothCote modifiers, a network of urethane polymers, delivering a perfect balance of sag resistance and flow that provides a professional-looking, even finish that hides brush marks and minimizes surface imperfections whether applied by a novice or experienced painter. The paint also features a pure white appearance with exceptional hide.