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Benjamin Moore Launches Advance Waterborne Interior Alkyd

July 28, 2010

The newest coating from Benjamin Moore is called Advance, an alkyd-based interior paint powered by the brand’s Gennex waterborne colorant system.

The newest coating from Benjamin Moore is called Advance, an alkyd-based interior paint powered by the brand’s Gennex waterborne colorant system. “Advance is truly an alkyd, not a hybrid,” said Carl Minchew, director of product development for Benjamin Moore, who explained that the new product delivers all of the performance demanded of an oil-based paint, yet has other 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, which is well below the 250 to 500 count for most other alkyds, and with significantly reduced odor.”

Advance reflects Benjamin Moore’s advance on the technology in many ways. A mineral versus petroleum formulation of the alkyd is one of the key differentiators between Advance and the acrylic-based hybrids, according to the company. It is the mineral-based formulation that enables the water dispersion of the Benjamin Moore tints. Another of the advantages of the Benjamin Moore Gennex tints is that they are VOC-free, so Advance is low-VOC even after the colorant is added, and regardless the color choice, which numbers more than 3,300. Custom color matching also is available.

Though alkyd paint typically is preferred for trims, doors, furniture wainscoting, chair rails, base moldings and cabinetry, Advance is also being marketed as a wall paint, as well, with a flat sheen and primer soon to be added to a range that initially includes satin and high gloss.

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