Architectural Interior Coatings

The interior architectural coatings market continues to see improvement as a result of growth in new construction and an increase in new home sales. The focus for interior architectural coatings manufacturers is to stay on the cutting edge, by developing color palettes that are in line with the latest trends in fashion, art and technology – all while delivering premium performance characteristics.

“As the housing market has improved, so has the demand for paint,” said Jeff Spillane, Benjamin Moore’s senior manager, training implementation. “There has been a continued growth in single and multi-unit homes which has helped spark business. This new construction has also driven an increase in existing home sales. We expect this growth to continue in 2015 and expect to see a greater spend in facility maintenance business.”
This sentiment was echoed by Scott Sinetar, vice president, Architectural Coatings, North America, PPG Industries.

  “The architectural coatings industry is in a better place in 2014 versus prior years because of the improvements in housing formation. All housing and commercial indicators call for continued growth along with commercial construction gaining traction,” he said.

Color Trends for 2015 and Beyond
When selecting an interior paint, color is first and foremost, the most important factor. Consumers make selections based on personal preference and may also find inspiration through design experts’ recommendations.
Benjamin Moore recently announced its 2015 Color Trends, including the Color of the Year which the company said can be the main color or highlight in any room: Guilford Green HC-116. Through the Color & Design team’s research and travel across the globe, four color families emerged suggesting bold and confident color choices: berry, green, blush and blue paint color collections that reflect a sense of optimism.

According to Benjamin Moore’s Color & Design team, Guilford Green HC-116 complements both modern and traditional styles in a seamless manner. In addition to unveiling the Color of the Year, Benjamin Moore introduced Color Trends 2015, a curated palette of 23 colors consisting of beautiful green, blue, blush and berry shades that can transform a space. Benjamin Moore said it continues to be an influential leader in paint color for homeowners and designers by forecasting colors and combinations that are truly livable and practical for every style and home.

“One trend we see is the concept of monochromatic colors – using warm, cool, dark and light layers of the same hue to give a room a very distinctive look,” said Spillane. “Employing various sheens creates another layer of texture in a space as well.”

Taking cues from trends in fashion, textiles and the arts, the Benjamin Moore Color Studio team spotted the common thread of balanced palettes and a design sentiment that continued to reflect a sense of optimism. Guilford Green harmoniously complements the Benjamin Moore Color Trends 2015 palette, which also celebrates the concept of monochromatic colors – using warm, cool, dark and light layers of the same hue – in the home. With a monochromatic color scheme throughout a floor plan, each room can have a very distinctive look making it almost imperceptible that there is a single hue at work.  Exploring monochromatic colors allows for a fresh approach in designing a room as a single hue, color combinations are endless. Employing various sheens creates another layer of texture in a space.

PPG recently announced that Blue Paisley, which the  company described as an almost-but-not-quite royal shade of blue, as the 2015 color of the year. Experts from PPG Industries, makers of PPG Pittsburgh Paints products, anticipate Blue Paisley will play a prominent role in home decor trends for the coming year as homeowners look to positively influence their lives and decisions with vibrant hues.

According to color experts from PPG, homeowners are seeking home decor inspiration from multiple regions and influences, capable of transforming the home into a glamorous fusion of worldly possibilities. Selecting colors that signify a global eclecticism, such as Blue Paisley (PPG1328-6), aids in the translation of a homeowner’s rich collection of experiences into equally rich home decor options. Blue Paisley is one of the featured colors presented in Possibility, a collection of four new color palettes showcasing the 2015-2016 color trends for THE VOICE OF COLOR program.

Looking Beyond Color
While color is the main consideration when selecting an interior coating, savvy customers also look for a wide variety of performance characteristics such as durability, scrub resistance and low odor.
“Customers are always looking for a good balance of both performance and value,” said Spillane. “At Benjamin Moore, we are strongly focused on developing high performing products. Customers need to be aware of paint marketing that focuses on just one aspect of a products performance rather than the overall performance. If a product does something very well it will generally lack in other performance characteristics.”

PPG is always looking for ways to make the painting experience better for professionals and consumers. “We’re always looking for the next generation product and application – from overtly good looks to enhanced performance and protection,” said Sinetar. “We’re also looking to push the limits with our new products and make them even more versatile for the end user. “

One of the most important trends for interior coatings is “greener” products. Consumers are looking to buy products featuring low odor and low volatile organic compounds (VOC).

Spillane said that the Benjamin Moore portfolio is one of the greenest in the industry. “As of the end of the 2014, all of our premium and super premium interior architectural coatings will be zero VOCs,” he added. “Our Natura product has the lowest emission of any coating available. As we look to the future we are focused on product that may be more sustainable with a reduction on petroleum by products.”

Some of the latest product launches from Benjamin Moore include: Regal Select REVIVE, Ultra Spec 500, ADVANCE and Grand Entrance.

Zero-VOC Ultra Spec 500 is a professional-quality interior coating designed to meet the needs of professional painting contractors, facility managers and property managers. Available in a wide range of sheens and unlimited colors, the product features excellent hiding and touchup properties, good flow and leveling, easy application and soap-and-water cleanup.

Benjamin Moore also recently expanded its presence on the West Coast with a new super distribution center in Oakland, California. “Scheduled to open in early 2015, this facility will support the distribution of all Benjamin Moore & Co. products and eventually serve as the key distribution center for the company’s growing network of Asia Pacific retailers and distributors,” said Spillane. “It’s also the first-ever Silver LEED certified site for Benjamin Moore & Co.”
PPG has launched a number of new products for interior coatings. Olympic HOME interior latex paint is a new line of flat and semi-gloss paint available exclusively at Lowe’s stores nationwide. The new Home paint provides professionals and DIY homeowners with a durable, easy-to-apply and clean product at a value price.

Sico Paint, a brand of PPG architectural coatings, recently launched two new products. Sico Evolution is an easy-to-apply, ultra-washable and high hiding paint. According to the firm, Sico’s Evolution line sets new standards for quality when it comes to interior latex paints. With each coat, its unique formula with DurabiliT polymers creates a protective shield for added durability.

The Sico MUSE paint-and-primer-in-one product features a TOUCH RESIST TECHNOLOGY paint innovation that gives color surfaces  richness and depth while providing maximum resistance to scratches, marks and stains.
Muse is Sico paint’s highest quality product to date. With the tagline “Inspired by the grandeur of your ideas,” the product was introduced to meet increasing consumer demand for high-quality, long-lasting color-infused paint.
In a recent press release Mylène Gévry, marketing manager for Sico said, “Bolder colors are more in vogue than ever in home decor – even neutrals are more colorful than in the past. This is a clear indication that people are becoming comfortable expressing themselves with color in their homes, and we’ve delivered a product that enables their creativity to come alive in the most beautiful way.”

In 2014, PPG announced the acquisitions of Painter’s Supply, Westmoreland Supply, Masterwork and Comex. PPG also announced that it took a minority equity position in The Coatings Alliance.